MYTH OF EXCELLENCE, THE(ISBN=9780609810019) 英文原版 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

　　Ex?cel?lence (n.) 1. The clearly false and destructive theory

that a company ought to be great at everything it does. 2. A

mistaken goal in which the predictable outcome is that the company

ends up world-class at nothing—not well-differentiated and

therefore not thought of by consumers at the moment of need.

Based on exhaustive research, The Myth of Excellence provides

conclusive evidence of the futility of trying to be excellent in

all aspects of a commercial transaction—price, product, access,

experience, and service. Instead, the strategy for your products

and services should be to dominate on one element, differentiate on

a second, and be at industry par (i.e., average) on the rest. Yes,

it is okay to be average as long as your customers know

specifically where and how you are superior and world-class.

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　　FRED CRAWFORD is executive vice president and global sector

leader of Cap Gemini Ernst & Young's consumer products, retail,

and distribution consulting practice. From his base in New York

City he travels the globe working with senior executives on how to

reach today's elusive consumer.

　　RYAN MATHEWS is a principal at FirstMatter LLC, a leading

futurist firm that works with companies such as Procter &

Gamble, Unilever, Grey Advertising, General Motors,

Georgia-Pacific, and Coca-Cola to anticipate the trends shaping

corporate America, global business, and e-commerce.

　　From the Hardcover edition.

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　　From Library Journal

　　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 of products, while Target excels at

product selection and makes price its secondary attribute. The

authors conclude that it is both uneconomical and probably

impossible to be excellent in all areas. After describing the

importance of the five key attributes, the authors explain how a

company might evaluate itself to see how well it is doing. The

authors' clear writing style and copious use of examples and case

studies make their ideas understandable to a wide readership. The

book is essential for all academic marketing collections, and it

would also be useful in all but the smallest public libraries.

Lawrence R. Maxted, Gannon Univ., Erie, PA

　　Copyright 2001 Reed Business Information, Inc. --This text refers

to an out of print or unavailable edition of this title.

　　From Booklist

　　Crawford is the managing director of the consumer products,

retail, and distribution practice at the Cap Gemini Ernst &

Young consultancy. Mathews is a futurist specializing in

demographics and lifestyle analysis at FirstMatter, another

consulting firm. To research purchasing behavior, they surveyed

5,000 consumers, but the responses they got surprised them and

prompted their title's contrary proposition. Crawford and Mathews

found that values (respect, honesty, trust, dignity) were more

important to consumers than value. This discovery led the pair to

develop a new model of "consumer relevancy." They explain in detail

the importance of price, service, quality, access, and experience

for the consumer. They then suggest that for companies to be

successful they need to dominate on only one of these five factors.

On a second of the five they should stand out or differentiate

themselves from their competitors; and on the remaining three they

need only to be at par with others in their industry. With dozens

of examples, Crawford and Mathews demonstrate the validity of their

premise. David Rouse

　　Copyright © American Library Association. All rights

reserved --This text refers to an out of print or unavailable

edition of this title.

　　Review

　　" Fred Crawford and Ryan Mathews are exceptional strategic

thinkers who have given anyone concerned about customers a

practical, innovative, and unique approach to competitive

differentiation." -- Frederick W. Smith, Chairman, President, and

CEO, Federal Express

　　" At Procter & Gamble, we believe the consumer is boss. The

Consumer Relevancy model described in The Myth of Excellence is the

best tool I've seen for incorporating consumer wants and needs into

your business." -- A. G. Lafley, President and CEO, The Procter

& Gamble Company

　　" Tired of business drivel? If you are ready to step beyond

platitudinous mission statements and strategies cooked up in

distant boardrooms that have no connection to the trenches where

business battles are actually being fought, this is the book for

you. It is grounded, readable, and honest -- just like your

business should be."

　　-- Paco Underhill, author of Why We Buy: The Science of

Shopping

　　" The Myth of Excellence stands apart from the deluge of business

books on the market with its candor and readability. For the

brand-marketing executive, the book provides some especially

revealing insights into underlying consumer values. Even more

refreshing is the authors' approach to imparting business lessons

through real research and first-hand case studies."

　　-- C. Manly Molpus, president and chief executive officer, The

Grocery Manufacturers of America

　　" Everyone in business thinks they really know their customers

and what they want. But, in The Myth of Excellence, Fred Crawford

and Ryan Mathews have given me new and useful insights into the

startling changes taking placebefore our very eyes. When they tell

us, for example, that 'human values are the contemporary currency

of commerce, ' they are not just offering another new business

platitude but rather a new lens through which to view the consumer

-- a lens very few people understand. The Myth of Excellence is

both a big idea and a blueprint for action. A true

must-read."

　　-- Michael Burandt, president, North American Consumer Products,

Georgia-Pacific Corporation

　　" Today's customers are leading a revolution against business as

usual: They are demanding that companies recognize them as

individuals and conduct business on their terms. In The Myth of

Excellence, Crawford and Mathews provide proven strategies for

meeting the demands of today's empowered customers, who are crying

out to be treated with respect, dignity, and courtesy."

　　-- Thomas M. Siebel, chairman and chief executive officer, Siebel

Systems, Inc.

　　Review

　　“Fred Crawford and Ryan Mathews are exceptional strategic

thinkers who have given anyone concerned about customers a

practical, innovative, and unique approach to competitive

differentiation.”—Frederick W. Smith, Chairman, President, and CEO,

Federal Express

　　“At Procter & Gamble, we believe the consumer is boss. The

Consumer Relevancy model described in The Myth of Excellence is the

best tool I’ve seen for incorporating consumer wants and needs into

your business.”—A. G. Lafley, President and CEO, The Procter &

Gamble Company

　　"Tired of business drivel? If you are ready to step beyond

platitudinous mission statements and strategies cooked up in

distant boardrooms that have no connection to the trenches where

business battles are actually being fought, this is the book for

you. It is grounded, readable, and honest -- just like your

business should be."

　　-- Paco Underhill, author of Why We Buy: The Science of

Shopping

　　"The Myth of Excellence stands apart from the deluge of business

books on the market with its candor and readability. For the

brand-marketing executive, the book provides some especially

revealing insights into underlying consumer values. Even more

refreshing is the authors' approach to imparting business lessons

through real research and first-hand case studies."

　　-- C. Manly Molpus, president and chief executive officer, The

Grocery Manufacturers of America

　　"Everyone in business thinks they really know their customers and

what they want. But, in The Myth of Excellence, Fred Crawford and

Ryan Mathews have given me new and useful insights into the

startling changes taking place before our very eyes. When they tell

us, for example, that 'human values are the contemporary currency

of commerce,' they are not just offering another new business

platitude but rather a new lens through which to view the consumer

-- a lens very few people understand. The Myth of Excellence is

both a big idea and a blueprint for action. A true

must-read."

　　-- Michael Burandt, president, North American Consumer Products,

Georgia-Pacific Corporation

　　"Today's customers are leading a revolution against business as

usual: They are demanding that companies recognize them as

individuals and conduct business on their terms. In The Myth of

Excellence, Crawford and Mathews provide proven strategies for

meeting the demands of today's empowered customers, who are crying

out to be treated with respect, dignity, and courtesy."

　　-- Thomas M. Siebel, chairman and chief executive officer, Siebel

Systems, Inc.

书籍介绍

Ex•cel•lence (n.) 1. The clearly false and destructive theory that a company ought to be great at everything it does. 2. A mistaken goal in which the predictable outcome is that the company ends up world-class at nothing—not well-differentiated and therefore not thought of by consumers at the moment of need.

Based on exhaustive research, The Myth of Excellence provides conclusive evidence of the futility of trying to be excellent in all aspects of a commercial transaction—price, product, access, experience, and service. Instead, the strategy for your products and services should be to dominate on one element, differentiate on a second, and be at industry par (i.e., average) on the rest. Yes, it is okay to be average as long as your customers know specifically where and how you are superior and world-class.