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Shift Ahead : How the Best Companies Stay Relevant in a Fast-Changing World[¾çÀå]

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    ÃâÆÇ»ç ¼­Æò

    Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World

    By Allen Adamson and? Joel Steckel

    AMACOM, $35, 272 pages, ISBN 9780814438336

    Adamson and Steckel, academics who specialise in marketing and branding, are interested in how companies form their responses to changing market conditions, and their good reputations in the field meant that they could conduct a wide range of interviews as well as draw on their consulting experience. There is no single answer to ensure relevance but there are recurring themes. Interestingly, there seems to be more to learn from the companies that failed than those that succeeded.Shift Ahead

    The story of the venerable National Geographic magazine is a case in point. The people running it took the view that the brand formula had always worked, so they did nothing to change it even as sales declined. They, like Blackberry and others discussed here, were blinded by past successes and failed to see how the market was changing. 'Digging in' was akin to digging a grave.

    The companies that have stayed relevant to their market put concerted effort into it. Hiring people with new ideas is a good start. Some ruthlessness is also required: if an old product line is dragging the brand down, cut it loose. Another lesson is to move fast, even if it means taking a chance.

    This is interesting stuff, with illustrative case studies. Not revolutionary, but the book does a solid job at explaining the thinking required for surviving and thriving.

    ¸ñÂ÷

    CONTENTS
    Acknowledgments ix
    Chapter 1: Why This Book? 1
    Chapter 2: Heed the Red Flags 19
    Red Flag One: Basic Math 21
    Red Flag Two: Competing on Price, Not Differentiation 22
    Red Flag Three: Big on Data, Short on Analysis 23
    Red Flag Four: Neglecting Table Stakes 25
    Red Flag Five: Pride Often Does Go Before a Fall 26
    Red Flag Six: Being Too Deep in Your Comfort Zone 28
    Red Flag Seven: Yertle the Turtle Is Left Behind 31
    Chapter 3: The Road Barriers 33
    Kodak Read the Writing on the Wall ?(but Wasn't Willing to Pay the Price) 34
    Xerox: Sunk Cost Bias and Golden Handcuffs Deterrents to Both Business and Brand 42
    Toys "R" Us: Playing Catch-up Is Hard When You're ? Competing on the Wrong Metrics 47
    Procter & Gamble: Not Too Big to Fail (or Stumble) 50
    BlackBerry: Invincibility Is a Myth 54
    National Geographic: A Well-Documented Case of Cultural Myopia 58
    Playboy: A Yesterday Brand, with a Lesson Relevant for Today 62
    American Cancer Society: Leadership on Autopilot Is Fatal ?in Fast-Changing Conditions 66
    Teach for America: The Challenge to Get Back to the ? Founder's Mentality 69
    Chapter 4: Ready the Organization for a Shift 81
    American Express: Still Shifting After All Those Years 82
    Hertz: Research as Waze 85
    Facebook: Shifting Gears Comes Naturally 88
    New York Life: Mutuality Does Mean a Lot 91
    Delta: Climbing in Employee Satisfaction, and Otherwise 93
    Sony: Going Back to Where It Plays Best 97
    Chapter 5: Making Sense of the Road Ahead 109
    Chapter 6: Which Shift to Make? It Depends on What's Ahead 123
    Barnes & Noble: Understand Your DNA 126
    Katz's Delicatessen: Sometimes Staying in Park Is the Right Gear 128
    Cheerios: "Small Shifts" to Meet Shifting Attitudes 131
    Hasbro: Game on . . . Shifting by "Zooming Out" 133
    CNN: An Important Message for Media Companies 138
    Conservation International: A Shift to Link Environmental ? Conservation to Economic Growth 143
    IBM: A Legacy of Continued Shifting 148
    Lindblad: Shifting to Deliver Deeper Expertise to a Core Focus 152
    Comcast: Two Shifts, Two Roads, One Purpose 154
    BP: A Lesson Learned 160
    Chapter 7: Leadership 171
    John Sexton: New York University (NYU) 175
    Shelly Lazarus: Ogilvy & Mather--Leading the People ?Who Build Leading Brands 181
    Central Park: Holding People Accountable--and Getting Your ? Own Hands Dirty 185
    Forbes Media: Adversity Was the Mother of Reinvention 190
    Columbia Grammar & Preparatory School: Guiding Kids--?and Parents--with Honesty and Determination 197
    Chapter 8: Success Stories: ?What it Takes for the Long Haul 207
    Marriott International: From Root Beer to Resorts 212
    FedEx: Keeping the Purple Promise 216
    Greenwich Public Library: Successfully Shifting Ahead in the ? Age of Digital Information 225
    Chapter 9: Success Is Never Final 237
    IAVA: A Clearly Focused Mission as a Compass for ?Veterans' Shifting Needs 238
    HBO: Always Ahead, It's Never Been Just TV 243
    GE: Reinvention at Work for over 125 Years 249
    Concluding Remarks 257
    Notes 263
    Index 269

    Ã¥¼Ò°³

    The future is closer than you think.

    In a world that¡¯s changing faster and more furiously than ever, the ability to shift focus is critical.

    Why is it that some organizations can continually evolve to meet the times and the marketplace, and others can¡¯t? How do some businesses recognize the right moment to shift, and others, ruefully, only after it¡¯s too late? Packed with insightful interviews, Shift Ahead offers a smart, calculated approach to knowing when to change course and how to pull it off.

    The book brings every internal and external factor into view: competitors, risks, culture, finances, and more. And it taps success stories and cautionary tales-including HBO, Adobe, BlackBerry, National Geographic, NYU, Microsoft, Kodak, and P&G-to explain how to:

    Spot warning signs that it¡¯s time for reinvention - Overcome obstacles in the way of future goals - Maintain authenticity when changing gears - Execute a bold change seamlessly

    To stay competitive, you must shift; to stay credible, you must focus. Shift Ahead turns this difficult maneuver into a straightforward strategy.

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