Beyond the Low Cost Business Rethinking the Business Model

by Valls Giménez, Josep Francesc

• ISBN13: 9781137277527
• ISBN10: 1137277521
• Format: Hardcover
• Copyright: 2013-02-01
• Publisher: Palgrave Macmillan

Summary

Will the second decade of the 21st Century see the end of the low-cost phenomenon? It will certainly not be easy for European consumers to stop demanding the low prices that they have become so used to over the previous ten years. But excessive efforts by many companies to bring prices down could sound the death knell for very low prices, as they will simply become unsustainable in many sectors, with costs forcing them up. Obviously there will always be customers who want lower prices and somebody will have to meet the demand, but emphasis on selling at the lowest price possible may turn out to be very costly. Clients are consistently demanding lower prices at the time of each purchase and companies can only react by reducing costs. This volume shows that the only way to do this, is to reinvent the business model. New consumers, new pricing, new brands, new strategies.

Author Biography

JOSEP FTANCESC VALLS GIMÉNEZ is a professor in the Department of Marketing Management at ESADE Business School, Spain. He was an economic journalist until 1990 and the founder and Director of the Tourism Management Center at ESADE until 2004. He was also the creator of the International Tourism Center at ESADE from 2010 and has published 12 books on management.

Table of Contents

List of Tables, Figures and Graphs
Foreword; E.Bieto
Acknowledgments
Introduction
The Birth of the Low Cost Phenomenon
Reinventing Your Business Model; RYBM
Brand Marketing at a Time of Heightened Price Sensitivity
Case Studies in Innovation to Produce Lower Prices
Epilogue: Expansion, Innovations, Price Sensitivity and Wealth