Descrizione

This book provides practitioners with the strategic insight needed to successfully navigate the ever-evolving trajectories of the digital era. Building on the integration of solid frameworks, it introduces a dynamic, iterative approach to market strategy –balancing boldness and innovation with sustainable and defensible actions. In fact, every change brings new opportunities as well as new risks: A leader must know when and how to start their own revolution, when and how to join someone else’s, and when and how to promote coevolution.
Each chapter combines academic rigor with real-world examples, from understanding first- and second-mover advantages in today’s hyper connected world to leveraging AI technologies and customer-centric value creation. Readers will also discover actionable tools to optimize both offensive and defensive strategies in both mature and emerging markets. Designed for CMOs, marketing strategists, and business leaders more in general, this book serves as a comprehensive guide to mastering the delicate balance between market innovation and sustainable profitability –an enduring challenge in the quest to create and capture value.