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What's Your Competitive Advantage? offers a way to work with the realities of a complex world and the changing needs of your business. No-one can predict the future and we can't predict the ultimate effect of any actions we take. What's your Competitive Advantage? sets out an approach to managing change that reflects this complex reality. Built on insights from research into value creation and complex systems the book explains seven value creating strategies and the practices and change processes they require. Each play has an associated set of capabilities which deliver customer value efficiently: SPECIALISATION - choose to focus on a single product or product group and compete through superior product performance. ADAPTIVE - increase the system's ability to respond to changing circumstances, particularly to changing customer needs. LOW COST - Deliver equivalent product quality compared to competitors but with a continual and relentless focus on cost reduction INNOVATION - Competing through product innovations. EXCELLENCE - Continuous incremental improvement of product or service quality NO-FRILLS - Serve price sensitive customers with a stripped down alternative product or service. TARGETING - Focus on a specific market segment and serve the needs of these customers more effectively than less targeted rivals The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

'Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage.'Beverley Dipper, Market Insight Manager, Microsoft UK Ltd'I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post-its marking pages that you will return to again and again.'Mark Irvine, Strategy Manager, De Beers Diamond Trading Company'A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution'Dag Larsson Global Brand Insight Director, AstraZeneca Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage? Creating Market Insight: Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market Describes the process through which data is translated first into information, and then knowledge Differentiates routine market knowledge from true insight and details how firms turn insight into value Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms Creating Market Insight is written for managers who need to need to create value in the real world.