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Consumer Evolution

Consumer Evolution

Nine Effective Strategies for Driving Business Growth

Charles E. Grantham, Judy Carr

240 pages, parution le 16/12/2002


The development of the Internet has changed the fundamentals of modern business. Not since the invention of Gutenberg's press has there been such a dramatic shift in our ability to disseminate information across vast spaces so quickly and easily. This has led to two major changes that businesses must confront in order to survive: the consumer's new demand for better customer service, and the employee's new expectations for the work environment. In Consumer Evolution, Charles Grantham and Judith Carr explain how the Internet has affected the minds of customers and of employees and effectively changed the rules of business.
Companies no longer drive the interactions that lead to profitability. Instead, customers now choose the time and place of business interactions, deciding whether they take place in person, on the Internet, or both. Meanwhile, the new wired mentality of the informed modern worker demands that organizations develop adaptable, nonhierarchical, and highly networked corporate cultures. In essence, employees demand workplaces that provide them with higher social capital. Organizations that fail to comprehend the new social psychology -- and fail to take account of these two major shifts -- will lose competitive advantage in an era in which change is the only constant.
Consumer Evolution offers nine effective business strategies that take these psychological changes into account. Over the length of nine concise chapters, it presents vital insight into the constantly changing buying patterns of consumers and lays the foundation for a competitive strategy in an environment in which customer relationship management has become a driving business force. Managers will find expert advice for developing branding and advertising programs that connect them more closely to their customers while also discovering fresh business strategies for maintaining market position, exploiting the business cycle, competing globally, and defining customer need.
Psychological issues in the workplace are covered in detail to help executives understand the people who comprise their organizations. Concrete strategies are provided for maximizing organizational technology, simplifying operational structure, and dealing with the demands of the new distributed workplace. Consumer Evolution presents managers with the key to understanding the new psychology of markets, customers, and employees while giving them the tools to develop and implement a sustainable competitive advantage based on the new rules of business.


  • Chapter 1. Is There a "New Economy"?
  • Chapter 2. What's Has Really Changed?
  • Chapter 3. Who Do Customers Think They Are?

  • Chapter 4. Have Business Cycles Changed?
  • Chapter 5. Globalization: The Key Concept.
  • Chapter 6: The REAL Value Proposition.

  • Chapter 7. Preparing for the Unknown.
  • Chapter 8. Integrating People, Process, and Technology.
  • Chapter 9. Integrating Product, Content, and Service.
  • Notes.

L'auteur - Charles E. Grantham

CHARLES GRANTHAM is the founder and Chief Scientist of the Institute for the Study of Distributed Work, where he studies the emergence of telework and the electronic workplace. He is a featured columnist for a number of business magazines and has consulted for a variety of Fortune 500 firms including Sun Microsystems, BP/Amoco, PeopleSoft, Agilent, and Cisco Systems. He can be contacted through

L'auteur - Judy Carr

JUDITH CARR is a Vice President at Gartner, Inc., the world's largest technology research firm. As Senior Program Director for Gartners Executive Programs, she serves as an executive advisor to CIOs on such issues as technology management and technology integration, IT governance, work redesign, change management, and organizational culture. She is a contributor to GartnerG2, the business growth research division at Gartner, authors Gartners Commentary on Government, and has played an active advisory role in many e-government initiatives.

Caractéristiques techniques

Éditeur(s) Wiley
Auteur(s) Charles E. Grantham, Judy Carr
Parution 16/12/2002
Nb. de pages 240
Format 15,5 x 23,5
Couverture Relié
Poids 520g
Intérieur Noir et Blanc
EAN13 9780471216766
ISBN13 978-0-471-21676-6


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