The Deviant’s Advantage: How Fringe Ideas Create Mass Markets
Consultants (and “futurists”) Mathews and Wacker present a book about cashing in on weird ideas. Defining deviance as “something or someone operating in a defined measure away from the norm,” the authors examine the transformation that takes fringe ideas-such as jazz, holistic medicine, and even personal computing-into mass markets. They use examples such as Virgin mogul Richard Branson (whom they call a “poster boy” for … [ Read more ]
Content: Book | Authors: Ryan Mathews, Watts Wacker | Subject: Miscellaneous
The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything
Crawford and Mathews, marketing consultants with Cap Gemini Ernst & Young (CGEY) and FirstMatter, respectively, break down marketing into five attributes: access, experience, price, product, and service. They argue that successful businesses are those that excel in one of these areas, are good in another, and are at least average in the rest. Wal-Mart, they say, is dominant on price and maintains a good selection … [ Read more ]
Content: Book | Authors: Fred Crawford, Frederick A. Crawford, Ryan Mathews | Subjects: Management, Strategy