Competitive Strategies Managing the Present, Imagining the Future

by Valdani, Enrico; Arbore, Alessandro

• ISBN13: 9780230301641
• ISBN10: 0230301649
• Format: Hardcover
• Copyright: 2013-01-04
• Publisher: Palgrave Macmillan

Summary

This book proposes a new framework to effectively manage both offensive and defensive marketing strategies. It reinterprets the competitive challenge as a circular journey, that is, an endless sequence of three competitive 'seasons'. The authors call them the games of movement, imitation, and position.

Author Biography

ENRICO VALDANI is a full professor and director of the Marketing Department at Bocconi University, Italy. He is President of the SIM, the Italian Marketing Society. Co-founder of VVA consulting company and the author of many books on strategic marketing and international marketing issues

ALESSANDRO ARBORE SDA is a professor of Marketing at Bocconi University, Italy. He is the director of the Executive Master in Marketing and Sales (EMMS). He is a visiting scholar at the Wharton Business School, University of Pennsylvania, USA and the author of many international publications on ICT and marketing topics.

Table of Contents

The Revolution in Competitive Games
The Movement Game: Breaking Down Orthodoxies
The Maneuvers of the Movement Game
The Barriers to Change
Defence Strategies in the Movement Game
The Imitation Game
Creating Barriers to Imitation
The Position Game
Offensive And Defensive Maneuvers In The Position Game
The Final Frontier of Value