Discovering New Points of Differentiation
by Ian C. MacMillan, Rita Gunther McGrath
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Book Summary Information
Author: Ian C. MacMillan, Rita Gunther McGrathEdition: Digital
Audio: English (Published)
Format: Download: PDF
Published: 1997-07-01
ISBN: N/A
Number of pages: 12
Publisher: Harvard Business Review
Summary of Discovering New Points of Differentiation
Most profitable strategies are built on differentiation: offering customers something they value that competitors don't have. But most companies concentrate only on their products or services. In fact, a company can differentiate itself at every point where it comes in contact with its customers--from the moment customers realize they need a product to service to the time when they dispose of it. The authors believe that if companies open up their thinking to their customers' entire experience with a product or service--the consumption chain--they can uncover opportunities to position their offerings in ways that neither they nor their competitors thought possible. The authors show how even a mundane product such as candles can be successfully differentiated. By analyzing its customers' experiences and exploring various options, Blyth Industries, for example, has grown from a $2 million U.S. candle manufacturer into a global candle and accessory business with nearly $500 million in sales and a market value of $1.2 billion.General Books
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