Winning Market Leadership (eBook)

The authors are on the faculty of the Richard Ivey School of Business at The University of Western Ontario, Canada's leading business school. They have worked as a team on school and private consulting initiatives for over a decade. Adrian B. Ryans is Professor of Business Administration. He has served as Dean and Director of Executive Education, and has also taught at Stanford, INSEAD, and IMD. He has served as a marketing strategy and management development consultant to a number of leading companies around the world, including General Electric, Hewlett-Packard, Nortel Networks, IBM, Varian, Fluke, and National Semiconductor. He currently directs the American Electronics Association/Ivey Executive Marketing Program for executives in high-technology companies. Roger A. More is Associate Professor of Business Administration and former Hewlett-Packard Professor of Marketing and New Technology. He has been a professor at the Harvard Business School, and taught at INSEAD and Penn State. A professional engineer and marketing planning and strategy consultant, his clients include General Electric, Nortel Networks, DuPont, Hewlett-Packard, Uddeholm Steel, and ICI. Donald W. Barclay is George and Mary Turnbull Professor. He teaches Marketing Management and Sales Management and is Director, Marketing Management Program at Ivey. He has also taught at Thunderbird and at Memorial University, Newfoundland. Formerly with IBM in sales and national account positions, he now consults to clients such as 3M, Novartis, and the Royal Bank of Canada. Terry H. Deutscher is Professor of Business Administration. During his time at the School, he has served as Associate Dean, Director of Research, and founding director of Ivey's Executive MBA Program via video-conferencing. He has also held appointments at Cornell University, Ohio State University, the University of British Columbia, and IMD. His consulting clients include IBM, General Electric, Nortel Networks, Philips, and ICI.

"There are many killer technologies that never translate into
market success. This book maps out an integrated strategic
marketing process that technology-intensive businesses can use to
achieve clear market leadership." (Stephen Nicolle, Vice President,
Nortel Networks)

"Achieving market leadership is what most companies strive for,
but few achieve, especially on a sustainable basis. And for those
in technology-driven businesses, the challenge is all the more
formidable because of the continuous and rapid change in technology
as well as the marketplace. The authors are right on target in
their emphasis on the need for strategic market planning in this
kind of environment--and give a multitude of examples to prove
their points." (John M. Thompson, Senior Vice President Group
Executive, IBM Corporation)

"Winning Market Leadership presents marketing concepts that
work. As you read this book, you will feel that you have the master
teacher at your side giving you confidence to tackle any marketing
obstacle. I think that this book will be one that every business
leader is going to want on his or her shelf." (Fred Hume, President
and CEO, Data I/O Corporation)

"The Winning Market Leadership process has become part of
National's mindset. It has helped the Analog Group to identify
attractive market opportunities and leverage scarce resources to
achieve some big wins in the market." (Patrick J. Brockett,
Executive Vice President of the Analog Products Group, National
Semiconductor Corporation)

"In Winning Market Leadership, the concepts of 'market chains'
and 'market webs' are ones that all high-technology executives will
want to understand. They are the backbone of a planning process
that will allow strategic thinking to replace strategic plans."
(David Churchill, Vice President and General Manager, Oscilloscope
Division, Tektronix Inc.)

"Winning Market Leadership provides an excellent, disciplined
methodology for analyzing business opportunities. A
cross-functional common denominator embraceable by all functional
groups." (Joe Greulich, President, Solvay Engineered Polymers)

"Winning Market Leadership emphasizes what every marketing or
general management executive must learn--the only proven business
success model comes from 'outside-in' thinking. An understanding of
market segments, competition, dynamics of product acceptance, and
the problems the customer needs to solve--the outside world--are
more important than technological elegance for its own sake."
(Richard Levy, President and CEO, Varian Medical Systems)