Proactive companies: how to anticipate market changes

Why do some companies succeed better than others? It is well known that thereare many variables such which may impact a company's performance. The authorspresent their new model for Market Proactiveness which shows organizations how to anticipate change and respond to it before they are forced to do so, and improve their overall performance. LEONARDO ARAUJO Professor of Marketing at Fundação Dom Cabral (FDC), teaching both MBA programs but also short courses for executives of large national and multinational companies. He was Manager of Marketing at the FDC from 2003 to 2005 and is a member of the FDC Innovation Centre. ROGERIO GAVA Professor and consultant in marketing and strategy at FDC as well as a Visiting Professorteaching strategic marketing programs at the Federal University of Rio Grandedo Sul (UFRGS), coordinator of the administration of the Centre for Higher Education Ragamuffin (CESFRS) and Director of Gava & Gava Integrated Business Consulting, since 1998, providing training and consulting in the areas of marketing, strategy and finance, serving clients in various regions of the country. INDICE: PART I - Market Proactiveness: Anticipating Moment-Zero - Action Tools and Models: Market Proactiveness' DNA - PART II - Organizing the Company for MP - Future-Today Management - Uncertainty Management - Proactive Innovation Management - Proactive Behavior Management - PART III - Building Market Proactiveness Strategy - Offer Proactiveness - Industry Proactiveness - Customer Proactiveness - Conclusion

• ISBN: 978-0-230-28922-2
• Editorial: Palgrave MacM
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 02/03/2012
• Nº Volúmenes: 1
• Idioma: Inglés