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The Customer Leader

A Leadership Guide to Build Great Business through the Choices Customers Make

Paperback Engels 2022 9789493282049
Voormalig top 100Totaal 2 dagen
Verkooppositie 537Hoogste positie: 93
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Samenvatting

The Customer Leader makes your favorite management books obsolete. You can start emptying and rearranging your bookcase and make room for the Customer Leader. The Customer Leader is an action-packed, no-nonsense page-­turner. It helps you to define value, analyze the arena you are competing in, develop a winning value proposition, and build a customer-driven organization.

The Customer Leader is about leadership, customers, and creating great business. It addresses the most important question every business leader faces today: What kind of leadership do we need to lead our company and its stakeholders to a better place?

Rudy Moenaert (TIAS School for Business & Society) and Henry Robben (Nyenrode Business Universiteit) show that creating great business always starts with the customer. To know your customer, your company needs true leadership. For business leaders to be successful, customers must follow them. But true business leaders must also follow their customers, as customers provide the greatest opportunity for building great business.

Amidst the smokescreen of today’s new opportunities and challenges, you need tools. Renowned consultants, educators, and researchers Moenaert and Robben develop simple, yet powerful tools. These are the tools you need to master the fine art of Customer Leadership. The practical, actionable, and science-based insights Moenaert and Robben provide follow from decades of professional consultancy, executive teaching, and academic research. Simplicity creates magic.

Customer Leadership offers you a purpose as well as a privilege. The purpose is to create value for others; the privilege is to create value for yourself.

Specificaties

ISBN13:9789493282049
Taal:Engels
Bindwijze:paperback
Aantal pagina's:224
Uitgever:S2 uitgevers
Druk:1
Verschijningsdatum:12-10-2022
Hoofdrubriek:Marketing
ISSN:

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Interviews en artikelen (1)

interview
Als je weet wat de job to be done is, kun je dat aanbieden
Bas Hakker 16 december 2022 Rudy Moenaert (hoogleraar strategische marketing, TIAS School for Business & Society) en Henry Robben (hoogleraar marketing Nyenrode Business Universiteit) schreven ‘The Customer Leader’. Met Robben bespreken we hoe je als leider een geweldig bedrijf neerzet zonder aan jezelf te denken: ‘Alle bedrijven vinden zichzelf natuurlijk innovatief, duurzaam en geweldig, maar als je dan even verder kijkt...’

Over Rudy Moenaert

Prof. dr. Rudy K. Moenaert, geboren en getogen West-Vlaming, is hoogleraar strategische marketing aan Tias Business School (Universiteit van Tilburg) en parttime hoogleraar strategische marketing aan Universiteit Nyenrode. Zijn werkterrein situeert zich in de 'business of fun': op basis van wetenschappelijk onderzoek en concrete samenwerking met het bedrijfsleven gedegen inzichten verwerven in strategische en industriële marketing, en innovatiemanagement. Hij is een veelgevraagd docent aan executive management opleidingen in binnen- en buitenland. Publicaties van zijn hand zijn verschenen in onder meer 'Management Science', 'The Journal of Product Innovation Management', 'R&D-Management', 'The Journal of Management Studies', 'The European Journal of Marketing' en 'IEEE Transactions on Engineering Management'. Rudy Moenaert is getrouwd met Caroll Trybou. Samen hebben ze een dochter, die evenveel lawaai maakt als haar vader. Rudy Moenaert houd van de geneugten des levens. Hij drinkt bij voorkeur Belgisch bier, maar goede wijn en lekker eten mogen uit velerlei windstreken komen. Behalven van diverse sporten is hij een fervent liefhebber van motoren.

Andere boeken door Rudy Moenaert

Inhoudsopgave

Acknowledgments 11
Bios 15
Prologue—The Purpose of the Customer Leader 17

Part I: Great Value 23
The Canvas of the Customer Leader 25
The License to Operate (The Focus of Part I) 26
The Arena to Play in (The Focus of Part II) 28
The Proposition to Win (The Focus of Part III) 29
The Resources to Make it Happen (The Focus of Part IV) 31
The Balance of Endowments and Progress 33
Progress, for Whom? 33
Customers 34
Owners 36
Employees 38
Partners 39
Society 41
The Stairway to Greatness 45
Level 1—The Commodity Swamp 47
Level 2—Be Distinctive 48
Level 3—Extract Value 51
Level 4—Competitive Strength 54
Level 5—Build Momentum 57
Level 6—Outstanding Returns 61
Level 7—Reward All 64
Reflection 68
Crafting the Customer Leader Canvas, Part I: Great Value 69

Part II: Profound Customer Understanding 71
Understanding Our Customers 73
Four Market Structures 73
The Job to Be Done 78
In Real Life—360° 81
Navigating Market Segments 83
Understanding the Modern Arena 87
Markets Become Arenas 87
iCannotSee 89
The Forces Shaping Fluidity 93
Navigating the Arena 97
Customer Intelligence 102
The Power of Curiosity 102
Revising the Paradigm 105
Big Brother 108
Reflection 110
Crafting the Customer Leader Canvas, Part II:
Profound Customer Understanding 111

Part III: A Winning Proposition 113
Two Essential Questions 115
Where Will I Compete? 115
How Will I Compete? 118
Building Classics 122
Performance Is Everything 122
To Pioneer or Not 124
The Software of the Mind 126
Believing Is Seeing 126
Royal Branding 129
A Whole New Ball Game 131
The Customer in the Driver’s Seat 133
The Journey of the Customer 133
Going Online 134
May the Force Be with You 136
The Power of Wow 138
Experiences Are Memorable 138
Are You EPIC? 139
Gives and Gets 142
Value Is a Perception 142
Save the Profit! 144
The Price Is Right 147
Choosing Winners 149
Selling Ideas 149
Business Opportunity—Seize the Prize 150
Competitiveness—Can We Win? 151
Commitment—What Is Needed to Make It Work? 151
Leverage—What Are the Spillovers? 152
Reflection 153
Crafting the Customer Leader Canvas, Part III: A Winning Proposition 154

Part IV: The Customer-Driven Organization 155
Ambidexterity 157
The Factory—Exploiting the Present 158
The Architecture of Your Company 159
Optimizing Core Processes 162
The Right People 165
The Intelligent Firm 168
The Lab—Exploring the Future 171
Point A and Point B 171
The Innovation Portfolio 172
The Rubber Must Hit the Road 175
Organize for Innovation 177
The Atelier—Transforming Your Organization 180
See the Need 180
Start Up the Transformation 182
Sustain the Efforts 184
In Search of the Customer Leader 185
Discover the Sources of Progress 186
Move the Organization Forward 189
Connect with Stakeholders 191

Reflection 193
Crafting the Customer Leader Canvas, Part IV:
The Customer-Driven Organization 194
Epilogue—The Privilege of the Customer Leader 197
www.customerleader.org 203
Notes 205

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