A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. Drawing on their wide experience of working with top companies including British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac Andrews argue that it is customers themselves who are best-placed to conceive great new products and services, but that they will need time ...
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A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. Drawing on their wide experience of working with top companies including British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac Andrews argue that it is customers themselves who are best-placed to conceive great new products and services, but that they will need time and trust to work out how these might best be created. Traditional ways of talking to customers such as focus groups lack honesty and place perceptual barriers - what is needed is a new approach that is open, honest and ongoing. The solution is the Breakthrough Zone, a creative meeting of customer and executives in which desires are unlocked and needs identified. Versatile enough to be used with groups of any size, this process is built on personal relationships, and proven to generate really innovative ideas for brand extensions and product development. Provides the tools and techniques to enable you to get closer to your customers - a step-by-step guide shows you how to implement the 'Breakthrough Zone' process Explores why this type of communication is so much more effective than focus groups or traditional database-driven approaches to engaging in customer dialogue Previous innovations generated in the Breakthrough Zone include BA's 'Beds for Business', BT's 'It's Good to Talk' and new market strategies for VISA and Dell
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Add this copy of Breakthrough Zone: Harnessing Consumer Creativity for to cart. $23.68, good condition, Sold by Anybook rated 5.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2003 by John Wiley and Sons.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. With owner's inscription inside cover. In good all round condition. Dust jacket in fair condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 750grams, ISBN: 9780470855393.
Add this copy of Breakthrough Zone to cart. $58.41, new condition, Sold by Ria Christie Books rated 4.0 out of 5 stars, ships from Uxbridge, MIDDLESEX, UNITED KINGDOM, published 2003 by Wiley.
Add this copy of Breakthrough Zone: Harnessing Consumer Creativity for to cart. $11.99, good condition, Sold by St. Vinnie's Books rated 5.0 out of 5 stars, ships from Eugene, OR, UNITED STATES, published 2003 by Wiley.
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Good. Hardcover This item shows wear from consistent use but remains in good readable condition. It may have marks on or in it, and may show other signs of previous use or shelf wear. May have minor creases or signs of wear on dust jacket. Packed with care, shipped promptly.
Add this copy of Breakthrough Zone: Harnessing Consumer Creativity for to cart. $56.72, poor condition, Sold by Books International rated 4.0 out of 5 stars, ships from Toronto, ON, CANADA, published 2003 by Wiley.
Add this copy of Breakthrough Zone: Harnessing Consumer Creativity for to cart. $62.60, new condition, Sold by Just one more Chapter rated 3.0 out of 5 stars, ships from Miramar, FL, UNITED STATES, published 2003 by Wiley.
