Momentum

How Companies Become Unstoppable Market Forces

Ron Ricci, John Volkman

206 pages, parution le 06/11/2002

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Résumé

"In this book, marketing and communications experts Ron Ricci and John Volkmann argue that the unique features of digital products - and of consumer goods that contain digital components - force customers to consider the viability of the company behind the solution to their problems. Picking a losing company could mean getting stuck with products that can't be upgraded or services that can't be extended. So customers buy from the company that they believe will be the long-term - indeed, the inevitable - winner. They buy from the company that has what the authors call momentum." More than sheer motion, momentum is mass, speed, and direction, combined in a value proposition so compelling that all constituents in a given marketplace believe it - and want to go with it. Ricci and Volkmann provide a practical formula - borrowed from the world of physics and proven in the marketplace - for how companies build and sustain momentum. Drawing upon their intensive study of 20,000 consumer and corporate buyers, the authors also reveal the "six forces of digital differentiation" that characterize "inevitable" market winners in the customer's mind.

Contents

Introduction
1 Why Momentum?
2 The Billion-Dollar Formula
3 Building Mass
4 Gaining Speed
5 Setting Direction
6 Postscript: Momentum, the Dot-Com Bust, and Enronitis
Notes
Index
About the Authors

Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Ron Ricci, John Volkman
Parution	06/11/2002
Nb. de pages	206
Format	14,5 x 21,5
Couverture	Relié
Poids	380g
Intérieur	Noir et Blanc
EAN13	9781578515226
ISBN13	978-1-57851-522-6