Overview

"Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory--and by inventing exciting new products that competitors could not replicate. But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product's secret sauce and use it against you. ""Upstream,"" product-related advantages are rapidly eroding. This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found ""downstream,"" where companies interact with customers in the marketplace. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value. And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time. In an increasingly customer-centered world marketplace, let Tilt serve as your guide to shifting your strategy downstream--and achieving enduring competitive advantage."

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Reviews

"""Tilt challenges us to place customers at the heart of strategy. With product cycles shortening and product costs shrinking, this book brings to life a deeper understanding of how strategy can be made more powerful. A must-read."" -- ""Arkadi Kuhlmann, CEO, ZenBanx Inc.; former Chairman and CEO, ING Direct"" ""Dawar deftly explains why competitive advantage is being seized by companies that understand how profoundly customer relationships have changed in a networked economy, and how your company can achieve similar success."" -- ""Don Tapscott, author of Macrowikinomics"" ""In this highly readable and important book, Niraj Dawar offers marketing managers a road map for obtaining a sustainable competitive advantage. By 'tilting' toward their customers and their interactions with them, marketers will move from product-centric to customer-centric thinking and increase their success in today's highly competitive marketplace."" -- ""Russell S. Winer, William H. Joyce Professor of Marketing; Chair, Marketing Department, NYU Stern School of Business"" ""The democratization of technology, the flattening of the earth, and emergent market disruptors are fundamentally changing how we should think about competitive strategy. Niraj Dawar makes a powerful argument for tilting company resources from upstream to downstream value creation in order to capture and retain customers. Read this book."" -- ""Rohit Deshpand�, Sebastian S. Kresge Professor of Marketing, Harvard Business School"""

Author Information

Niraj Dawar is a professor of marketing at the Ivey Business School (Canada and Hong Kong) and a renowned marketing strategy expert. His publications have appeared in the Harvard Business Review, the M.I.T. Sloan Management Review and in leading academic journals. His press commentary has appeared in the Financial Times, the International Herald Tribune, and the Globe and Mail. He lives in Canada. Walter Dixon is a broadcast media veteran of more than twenty years' experience with a background in theater and performing arts and voice work for commercials. After a career in public radio, he is now a full-time narrator with more than fifty audiobooks recorded in genres ranging from religion and politics to children's stories.

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