The Walker Group - HR Leadership Capabilities

Shaping Business Strategy 3: Assess market/customer opportunities and requirements

Help the management team assess changes in market and customer requirements and their impact on the organization (external opportunities and threats)

Focus on the customer

On-the-Job

Analyze your job for line-of-sight linkage to external customers Analyze your organization's strategic marketing plan Accompany marketing representatives on customer calls Participate in an account marketing planning session Follow your industry through memberships in associations and magazine subscriptions

Education and Training

Forging and Managing Strategic Alliances: Strategies for Creating and Sustaining Business Opportunities in a Networked World (Babson Executive Education, 781-239-4354, 5 days, $3400)
Marketing Management (Columbia University, 212-854-3395, 1 week, $4500)
Marketing Strategies (Cornell University, 607-255-4251, 1 week, $4300)
INSEAD (33-1-6072-4007)
   ---Maximizing Business Opportunities in China, Conducted in Shanghai, 1 week, S$6250
   ---Strategies for Asia Pacific, Conducted in Fountainebleau, France, 1 week
   ---Building the Business: Strategic Management in Asia, 1 week, FF 35.000
   ---Advanced Industrial Marketing Strategy, 2 weeks, FF 54.000)
Marketing Strategy in Business Markets (Penn State University, 814-865-3435, 1 week, $4600)
Stanford University (650-723-3341 ext. 98)
---Marketing Management: A Strategic Perspective , 2 weeks, $10000
---You Ain't Seen Nothin' Yet: The Future of Internet Commerce, Video, $95
UCLA (310-825-2001)
---Mergers and Acquisitions, 1 week, $4950
---Marketing Strategy in the Information Age, 1 week, $5950
University of Chicago (312-464-8732)
   ---Strategic Marketing Planning, 1 week, $4650
   ---Mergers and Acquisitions, 1 week, $4650
   ---Marketing for Nonmarketing Managers, 3 days, $2500
University of Michigan (313-763-1000)
---Marketing for Non-Marketing Managers, 5 days, $4300 (Also offered in Paris and Hong Kong, $3500)
---Strategic Marketing Planning, 5 days, $4800 (Also offered in Bangkok, Hong Kong, Singapore, Taipei and Lake Geneva, $3900)

Marketing Strategy for Competitive Advantage (University of Texas, 512-471-5893, 3 days, $1350)

University of Virginia (804-924-3000)
   ---Strategic Marketing Management, 1 week, $4200
   ---Creating Successful Alliances and Partnerships, 1 week, $5200
   ---Service Operations Strategy, 1 week, $4200

The Wharton School (215-898-1776)
---Competitive Marketing Strategy, 1 week, $5950
---Creating Customer Value: The Essentials of Marketing, Video, $495

Creating, Managing and Measuring Customer Value (International Productivity and Quality Center, 973-256-0211, 2 days, $1495)

Marketing Conference (Conference Board, 212-339-0345, 2 days, $1230)

Mastering Business Development: Rising Above Selling to Business Development (Mastering Business Development, Inc., 704-553-0001, 3 days, $1995)

American Management Association (518-891-1500)
   ---Competitive Strategies: How to Develop Marketing Plans, Strategies, and Tactics, 3 days, $1395 - Also available as a Self-Study Course, $117
   ---Establishing International Strategic Alliances and Joint Ventures, 4 days, $1495
   ---Global Accounts Management: The Cutting Edge of Corporate Strategy, 3 days, $1395
   ---Developing and Implementing Value-Added Marketing Strategies, 2 1/2 days, $1445
   ---Niche Marketing: Identifying, Analyzing, and Selecting Strategic Market Segments, Self-Study Course, $117
   ---Creating Competitive Advantage through Innovation, Self-Study, $88
   ---Successful International Marketing: How to Gain the Global Advantage, Self-Study Course, $117

Reading

The Conference Board (212-339-0345)
   ---Meeting the Demands of Tomorrow's Customers, Report No. 1174, 1996
   ---Shaping a Suprior Corporate Image, Report No. 1156, 1996
   ---Investing in Profitable Customer Relationships, Report No. 1198, 1997
   ---Managing the Corporate Brand, Report No. 1214, 1998
   ---Managing Reputation with Image and Brands, Report No. 1212, 1998
   ---The Power of Marketing Innovation, Report No. 1237, 1999
   ---The CEO Challenge: Top Marketplace and Management Issues, Report No. 1244, 1999
   ---The Power of Marketing Innovation, Report No. 1237, 1999
New Marketing Technologies (Harvard Business Review Reprint Series #49527, 617-496-1449)

David Aaker and Erich Joachimsthaler, Brand Leadership: Building Assets in the Information Society (Free Press, 2000)

Clayton M. Christensen, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail (Harvard Business School Press, 1997)

Alan S. Cleland and Albert V. Bruno, The Market Value Process: Bridging Customer and Shareholder Value (Jossey-Bass, 1996)

Robert C. Cross, Revenue Maangement: Hard-Core Tactics for Market Domination (Broadway Books, 1997)

Lawrence Friedman and Timothy Furey, The Channel Advantage: Going to Market with Multiple Sales Channels (Butterworth-Heinemann, 1999)

James Gilmore and B. Joseph Pine, Markets of One: Creating Customer-Unique Value through Mass Customization (Harvard Business School Press, 2000)

Anders Gronstedt, The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications (Routledge, 2000)

Barbara Gutek and Theresa Welsh, The Brave New Service Strategy: Aligning Customer Relationships, Market Strategies and Business Structures (AMACOM, 2000)

John Hagel III and Arthur G. Armstrong, Net Gain: Expanding Markets through Virtual Communication (Harvard Business School Press, 1997)

John Hagel III and Marc Singer, Net Worth: Shaping Markets When Customers Make the Rules (Harvard Business School Press, 1999)

Gary Heil, Tom Parks and Deborah C. Stephens, One Size Fits One (Van Nostrand Reinhold, 1997)

Nicholas Imparato and Oren Harari, Jumping the Curve: Innovation and Strategic Choice in an Age of Transition (Jossey-Bass Publishers, 1996)

Alfie Kohn, No Contest: The Case Against Competition (Houghton Mifflin, 1992)

Philip Kotler, Kotler on Marketing: How to Create, Win and Dominate Markets (Free Press, 1999)

Douglas Lamont, Global Marketing (Blackwell, 1995)

Derek Leebaert, The Future of the Electronic Marketplace (MIT Press, 1998)

Jordan D. Lewis, The Connected Corporation: How Leading Companies Win Through Customer-Superior Alliances (The Free Press, 1995)

Regis McKenna, Real Time: Preparing for the Age of the Never Satisfeid Customer (Harvard Business School Books, 1997)

John McGonagle and Carolyn Vella, Protecting Your Company against Competitive Intelligence (Quorum Books, 1998)

Frederick Newell, Loyalty.com (McGraw-Hill, 2000)

Sharon Oster, Modern Competitive Analysis (Oxford University Press, 1999)

David Pottruck and Terry Pearce, Clicks and Mortar: Passion Driven Growth in an Internet Driven World (Jossey-Bass, 2000)

Adrian J. Slywotsky, Value Migration (Harvard Business School Press, 1996)

Michael Treacy and Fred Wiersema, Discipline of Market Leaders: Choose Your Customer, Narrow Your Focus, Dominate Your Market (Addison-Wesley, 1994)

Ken Wainwright, Principles of Marketing (Blackwell, 1994)

O.C. Walker, H.W. Boyd, and J.C. Larreche, Marketing Strategy: Planning and Implementing (2nd ed.) (Irwin, 1995)

Robert E. Wayland and Paul M. Cole, Customer Connections: New Strategies for Growth (McGraw-Hill, 1997)

Peter Weill and Marianne Broadbent, Leveraging the New Infrastructure: How Market Leaders Capitalize on Information Technology (Harvard Business School Press, 1998)

Richard Whitely, Diane Hessan and The Forum Company, Customer-Centered Growth: Financially Proven Strategies for Competitive Advantage (Addison-Wesley, 1996)

Sergio Zyman, The End of Marketing As We Know It (HarperBusiness, 1999)

Back to HR Development Action Guide

|| Home || About Us || HR Leadership Consortium || Wharton HRBS ||
|| Leadership Development Process || Development Action Guide || Quick Jump to the Guide || Contact Us ||