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The New
Market Leaders: Who’s Winning and How in the Battle for Customers by Fred
Wiersema Recommendation: •••• |
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Click on title or picture to buy from amazon.com |
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Divide and Conquer Some business writers create categories and
lists that seem arbitrary and obtuse. Not so with Fred Wiersema. In his new
book, The
New Market Leaders, Wiersema creates two simple ways to measure
leadership: a sales growth index and a market value index. The first metric
compares growth versus peer companies, and the second compares how much an
investor is willing to pay for a dollar of sales versus peer companies.
Wiersema tracked the performance of 5,000 companies, and measured their
leadership using the above metrics. He then examined what those companies
were doing to achieve market leadership. If you enjoyed his previous book,
The Discipline of Market Leaders, you’re likely to enjoy The New
Market Leaders. Another useful categorization Wiersema
came up with involved customer buying patterns. He divided customers into
four groups: searchers, collaborators, streamliners and delegators. He then examined
which market-leading companies were serving which segments, why and how. The
book contains lengthy enough case studies for a reader to understand why the
company has become exemplary. Most executives will find this book
stimulating and interesting. It may be helpful in strategic planning and in
discussing change with other executives. Here’s an excerpt that summarizes
the insights from the book: “In closing, let
me sum up the most pertinent insights I gained from the market leaders. They
should serve as constant reminders to the managers who keep asking, ‘What’s
missing?’ Now that I’ve caught your attention with
the insights from the book, go ahead and read it. Steve Hopkins, September 5, 2001 |
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ã 2001 Hopkins and Company, LLC |
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