Strategy Dynamics Briefing 42: More extensions of the customer choice pipeline

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Although the choice pipeline is most easily seen in fast-moving consumer products, it also shows up in many other situations… Where? Consulting companies, law firms and other professional service businesses must make clients aware of and understand the provider’s service before they can be expected to buy it. Many business-to-business (B2B) providers have little problem with the early stages in the chain — most significant business customers, for example, are very familiar with all the alternative telecoms providers and their ...

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Strategy Dynamics Briefing 41: Important implications of the customer choice pipeline

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This briefing offers some observations that, whilst illustrated by Briefing 40, are far more general. Here they are…

  1. The difference between good strategy and poor can be massive, as the contrast between the two cases in briefing 40 clearly shows. We have previously pointed out that superior profitability is not the main concern of investors, who tend to value growth in earnings. Furthermore, performance differences on such measures are not typically very wide. On the other hand, firms may differ by ...
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Strategy Dynamics Briefing 40: The customer choice pipeline

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Resources do not just develop within an organization, but may do so before becoming an active part of the business. It is very rare in practice, for example, for customers to be simply switched from “potential” to “active” as implied in Briefing 20. Most often, customers must be moved through a number of stages. Similarly, employees may have been aware of a potential employer for many years before choosing to seek employment, and this dynamic of building awareness and understanding ...

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