Tendensdagen 2010 Kay Plantes del 2/3

Price had gained Herculean strength in influencing customer decisions across many markets, even before the recent recession. The downturn pushed this trend into overdrive.

Yet current strategies to manage operating profits in the face of pricing pressures are no longer sufficient to maintain profit growth. Why? Because marketing and operational strategies, including new product innovation and cost cutting, fail to reverse the underlying forces that are accelerating commoditization and making price far more significant.

Is there a best strategy for protecting margins and generating profitable growth? Leadership must innovative their organization's business model, not just its products and processes. Yet all too often leaders take their business model as a given, defined by history or industry practices. As companies try to improve performance of me-too business models, they only accelerate the commoditization process.

Marketing is uniquely positioned to facilitate the leadership team's business model decisions, decisions with company-wide impact. But, as marketing has become more complex and roles more specialized, marketers' vital role in business model innovation has remained largely unfulfilled. The end result is a growing disconnection between operations, sales and marketing that erodes the return on marketing investments.

Category:

Education

Tags:

• Tendensdagen
• Tendency day
• innovation
• Sveriges Marknadsförbund
• Swedish Marketing