Breakthrough Zone : Harnessing Consumer Creativity for Business Innovation
Language: English
Published by Wiley Dez 2003, 2003
- Hardcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
US$ 92.57
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Add to basketItem description from seller
Neuware - 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' processExplores why this type of communication is so much more effective than focus groups or traditional database-driven approaches to engaging in customer dialoguePrevious 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; 'The Breakthrough Zone' beschreibt eine neue, effektivere Methode für den Dialog mit dem Kunden. Mit ihrer Hilfe sollen Wünsche und innovative Ideen der Kunden für neue großartige Produkte oder Dienstleistungen ermittelt werden, die in die Produktentwicklung einfließen. In kreativen Treffen zwischen Kunden und Führungskräften sollen Wünsche geäußert und Bedürfnisse ermittelt werden. Die Methode ist flexibel genug, um in unterschiedlich großen Gruppen angewendet zu werden, basiert auf persönlichen Beziehungen und ist ideal geeignet für die Geburt innovativer Ideen zur Markenerweiterung und Produktentwicklung. 'Breakthrough Zone' - Dieses Buch vermittelt die Tools und Techniken, mit denen Sie einen engeren und effektiveren Kontakt zum Kunden aufbauen. Ein Schritt-für-Schritt-Leitfaden, der Ihnen genau erklärt, wie Sie den 'Breakthrough Zone'-Prozess implementieren. Mit zahlreichen Innovations-Beispielen, die mit der 'Breakthrough Zone'-Methode erarbeitet wurden, darunter u.a. 'Beds for Business' von British Airways, 'Good to Talk' von British Telecom sowie neue Marktstrategien für VISA und Dell. Die Autoren sind anerkannte Experten auf diesem Gebiet und arbeiten u.a. mit Spitzenunternehmen wie British Airways, BUPA und Carphone Warehouse zusammen.…
Seller Inventory # 9780470855393
- Title
- Breakthrough Zone : Harnessing Consumer Creativity for Business Innovation
- Author
- Roy Langmaid
- Publisher
- Wiley Dez 2003
- Publication year
- 2003
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 0470855398
- ISBN 13
- 9780470855393
- Item weight
- 662 grams
- Dimensions
- 252x195x20 mm
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
"Synopsis" may belong to another edition of this title.
About the Author
Mac, co-founder of the Institute for Creativity, UK, is a highly experienced specialist in creativity, insight and learning and their applications inside businesses large and small. He now operates with The Brand Works Ltd using customer insight to grow and develop brands, their products, services and cultures ― he can be contacted by email at mac.andrews@thebrandworks.com
Roy is the originator of the Breakthrough method. He works for Promise, a consultancy based in London and New York, which specialises in helping organisations to keep their customers at the centre of their thinking. He may be contacted at rlangmaid@promisecorp.com
"About the title" may belong to another edition of this title.
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