Connected Strategy

出版者:Harvard Business Review Press

作者:Nicolaj Siggelkow

页数:288

出版时间:2019-5

价格:US$32.00

装帧:Hardcover

isbn号码:9781633697003

具体描述

Business Models for Transforming Customer Relationships

What if there were a way to turn occasional, sporadic transactions with customers into long-term, continuous relationships--while simultaneously driving dramatic improvements in operational efficiency? What if you could break your existing trade-offs between superior customer experience and low cost?

This is the promise of a connected strategy. New forms of connectivity--involving frequent, low-friction, customized interactions--mean that companies can now anticipate customer needs as they arise, or even before. Simultaneously, enabled by these technologies, companies can create new business models that deliver more value to customers. Connected strategies are win-win: Customers get a dramatically improved experience, while companies boost operational efficiency.

In this book, strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in industries such as healthcare, financial services, mobility, retail, entertainment, nonprofit, and education, Connected Strategy identifies the four pathways--respond-to-desire, curated offering, coach behavior, and automatic execution--for turning episodic interactions into continuous relationships. The authors show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.

Whether you're trying to revitalize strategy in an established company or disrupt an industry as a startup, this book will help you:

-Reshape your connections with your customers

-Find new ways to connect with existing suppliers while also activating new sources of capacity

-Create the right revenue model

-Make the best technology choices to support your strategy

Integrating rich examples, how-to advice, and practical tools in the form of "workshop chapters" throughout, this book is the ultimate resource for creating competitive advantage through connected relationships with your customers and redefined connections in your industry.

作者简介

Nicolaj Siggelkow is the David M. Knott Professor at the Wharton School, University of Pennsylvania, where he also serves as codirector of the Mack Institute for Innovation Management. His research, which focuses on the role interactions among a firm's activities play in creating and sustaining competitive advantage, has been published in leading academic journals such as Academy of Management Journal, Strategic Management Journal, and Organization Science. He has won more than thirty teaching awards and leads many executive education programs on strategy at Wharton. He works with companies around the globe to help them create their distinctive strategies.

Christian Terwiesch is the Andrew M. Heller Professor at the Wharton School, University of Pennsylvania, where he also serves as codirector of the Mack Institute for Innovation Management and holds a faculty appointment in Penn's Perelman School of Medicine. He has written several books and published extensively in many of the leading academic journals, ranging from Management Science to the New England Journal of Medicine. He is an award-winning teacher with extensive experience in MBA teaching, online courses, and executive education.

目录信息

Prologue: The Magic of Connected Strategy ix
1 The Connected Strategy Framework 1
Part 1 The Rewards of Connected Strategies
2 Breaking the Trade-off between Superior Customer Experience and Lowering Costs 21
3 Workshop 1: Using Connectivity to Provide Superior Customer Experiences at Lower Costs 49
Part 2 Creating Connected Customer Relationships
4 Recognize, Request, and Respond: Building Connected Customer Experiences 63
5 Repeat: Building Customer Relationships to Create Competitive Advantage 91
6 Workshop 2: Building Connected Customer Relationships 121
Part 3 Creating Connected Delivery Models
7 Designing Connection Architectures 147
8 Revenue Models for Connected Strategies 173
9 Technology Infrastructure for Connected Strategies 195
10 Workshop 3: Building Your Connected Delivery Model 217
Epilogue: Seizing the Connected Strategy Potential 235
Sources 239
Index 251
About the Authors and Acknowledgments 261
· · · · · · (收起)

用户评价

我必须承认，最初翻开这本书时，我对它的期望值并不高，市面上的商业战略书籍汗牛充栋，大部分都落入俗套，无非是强调“客户至上”或“快速迭代”。但《Connected Strategy》展现出一种令人耳目一新的洞察力，它巧妙地将宏观的市场趋势与微观的企业行动巧妙地编织在一起。最打动我的是它对“互联”这一概念的深刻剖析——它不是简单地指技术连接，而是指价值流的深度耦合。书中关于如何识别并激活“价值网络中的关键节点”的论述，对我启发极大。我一直认为，我们公司在拓展新业务时过于依赖内部资源整合，忽略了外部那些看似不相关但实际上拥有互补能力的参与者。这本书提供了一套系统性的方法论，来评估潜在伙伴的战略契合度以及共创价值的可能性，这套方法远比传统的SWOT分析来得更为动态和前瞻。此外，作者在处理风险和治理结构方面的建议也十分务实，毕竟，开放合作意味着共享控制权，如何在开放中保持核心竞争力的安全，是每个领导者都会面临的难题，这本书给出了非常成熟的建议，让人读后信心倍增。

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对于我这个在科技行业摸爬滚打了二十多年的老兵来说，阅读商业书籍常常伴随着一种“旧酒装新瓶”的无力感。然而，这本书彻底打破了我的这种刻板印象。它的语言风格非常直接有力，没有过多的学术腔调，读起来有一种与行业顶尖实践者面对面交流的流畅感。它聚焦于当前商业环境中最核心的挑战——如何从线性思维跨越到网络思维。书中对“非线性增长”的拆解尤其精彩，它展示了公司如何通过巧妙地连接外部资源，实现超越自身物理规模的扩张。我尤其关注到其中关于“平台生态系统”如何从竞争走向共生的章节，它描述了一种进化的路径，即从简单的供应商关系升级为共同创造新市场的伙伴关系。这种从“争取蛋糕”到“扩大蛋糕”的视角转换，是需要战略层面的勇气和精妙设计的。这本书不是教你如何打赢下一场战役，而是教你如何重塑整个棋局，确保你的企业在未来十年的游戏规则中依然占据有利位置。它对组织架构的调整和激励机制的重构也提出了具体的思考，使得战略落地不再是一句空话。

这是一本真正有“重量”的书，体现在它提供的深度和广度上。它没有流于表面地谈论数字化转型带来的机遇，而是深入挖掘了转型背后对企业战略模式的根本性要求。我发现，书中对“权力与激励”在互联战略中的作用的分析非常精辟。在一个依赖外部合作的网络中，谁掌握了关键数据、谁拥有最终的连接接口，谁就拥有了议价权。作者对此进行了细致的剖析，并提出了平衡各方利益的治理结构设计。这对于那些正试图建立联盟或合资企业的决策者来说，提供了极具参考价值的“避坑指南”。更令人赞叹的是，本书对不同行业（从金融服务到高科技制造）的连接策略进行了横向对比，显示出其理论的普适性和强大的适应性。它不是一套放之四海而皆准的公式，而是提供了一套高级的“诊断工具箱”，让你可以根据自身所处的行业位置和资源禀赋，定制出最适合自己的连接路径。这本书不仅改变了我对“战略”的看法，更让我对“合作”的本质有了全新的认识，它让合作从一种权宜之计，上升为一种核心的、主动选择的战略行动。

这本书简直是为那些在信息爆炸时代感到迷失的商业人士量身定做的“救生圈”。我花了大量时间试图理解市场动态的复杂性，但很多理论读起来都像空中楼阁，缺乏实操性。然而，这本书提供了一种清晰、可操作的框架，它没有纠结于那些玄乎的宏大叙事，而是直接切入核心：如何在现有资源和能力的基础上，构建一个能够持续吸引并留住用户的独特价值网络。我特别欣赏作者对“边界”的界定——它教会我们如何审慎地选择“不做什么”，这比“做什么”同样重要。通过大量的案例分析，那些原本晦涩的战略概念瞬间变得生动起来，比如，书中对一家传统零售商如何利用生态伙伴实现数字化转型的描述，简直是教科书级别的范本。它让我意识到，现代商业竞争不再是单打独斗，而是一场精心编排的“协同战役”。读完之后，我立刻开始重新审视我们团队现有的合作模式，尝试用这种全新的视角去发现那些被我们忽略的潜在增值点。对于那些感觉自己的业务陷入瓶颈，急需找到突破口的企业领导者来说，这本书绝对是案头必备的指南，它提供的不仅仅是策略，更是一种看待商业世界的全新思维模式。