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Publisher:
Time-Warner Audio Books |
Release
Date: April 2003 |
ISBN:
1-58621-531-0 |
Awards:
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Format
Reviewed: Compact Disk |
Buy
it at Amazon |
Hear
an Excerpt |
Genre:
Business |
Reviewed:
2003 |
Reviewer:
Jo Rogers |
Reviewer
Notes: |
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How
to Grow When Markets Don’t
By Adrian
Slywotzky and Richard Wise, with Karl Weber
How
does a business grow when the markets are stagnant? There are ways
many old-line companies are turning to that are keeping them from
going under. Let’s face it, new products are only a stopgap
solution, temporary at best. Unless your new idea is light years
ahead of what’s on the market or totally new, even the technology
craze can’t make a company grow for long. Save your research
and development dollars and look to your company’s hidden
assets to provide growth.
What
are these hidden assets? They are areas of expertise and knowledge
that one company may use to help another company improve its performance.
For example, is your company a wizard at solving those technology
problems that leave other companies in your industry floundering?
If so, sell those solutions to other companies. If those companies
are already your customers, so much the better. You’ve put
them ahead of the competition, and they will be grateful.
Or,
perhaps you have a service you’re marketing to a finite group
of people when you could offer it to many. General Motors began
offering their Onstar service only to Cadillac owners who had it
installed by the dealer. Customers loved it. Other companies began
copycatting the idea. To save the service, GM began making the equipment
factory installed and available to all makes of cars. Now, Onstar
is a major source of GM income, letting the company continue to
grow even when new car sales are flat.
You
must, however, be aware of hidden liabilities. Shortcomings can
kill the efforts to use assets. This book will guide you down the
path to a business future that will keep the wolves from your doors.
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