REPOSITIONING: Marketing in an Era of Competition, Change and Crisis by Jack Trout & Steve Rivkin

Author:Jack Trout & Steve Rivkin [Trout, Jack]
Language: eng
Format: mobi
Publisher: McGraw-Hill Education
Published: 2009-10-20T04:00:00+00:00

Where It All Started

It all really began in the early 1960s, when General Electric emerged as the pioneer in strategic planning. GE created a large, centralized staff of planners to ponder the future. Consultant McKinsey & Co. helped GE view its products in terms of strategic business units, identified competitors for each, and evaluated its position against those competitors.

But long-term planning really picked up steam in 1963. Under founder Bruce D. Henderson, Boston Consulting Group (BCG) became the first of many strategy boutiques. BCG pioneered a series of concepts that took corporate America by storm, including the “experience curve” and the “growth and market-share matrix.”

Today’s enlightened discussion of long-term strategy would include talk about “strategic intent,” “whitespace opportunities,” and “coevolution.”

For those of you who’ve missed the concept of “coevolving,” it talks about “business ecosystems” in which companies work cooperatively and competitively to create the next round of innovation. (This sounds like la-la land to us.)

It all comes out of a book entitled The Death of Competition. Our question: If competition has died, who are those folks who are trying to take away our business?

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