Meeting of the minds : creating the market-based enterprise / Vincent P. Barabba.

Format:

Book

Author/Creator:

Barabba, Vincent P., 1934-

Language:

English

Subjects (All):

Marketing research.

Marketing--Decision making.

Marketing.

New products.

Consumer satisfaction.

Physical Description:

xv, 247 pages : illustrations ; 24 cm

Place of Publication:

Boston, Mass. : Harvard Business School Press, [1995]

Summary:

Meeting of the Minds shows managers how they can create dynamic, market-based decision-making mechanisms that lead to competitive advantage. It offers a new strategic approach to marketing based on the simple principle that market leadership is attained by transforming information into shared knowledge. This book is a must-read for anyone with a stake in his or her organization's ambitions for market leadership: marketers, CIOs, strategic planners, R&D and product development managers, knowledge managers, CFOs, as well as managers in the public sector. Drawing on his thirty years of executive experience at Eastman Kodak, Xerox, General Motors, and in government, Barabba demonstrates that when companies use systems thinking to view customers and the market as an extension of the organization, they achieve a meeting of the minds - creating value for customer, community and enterprise. Barabba rejects the path of organizational restructuring and instead presents a framework for creating unity of knowledge and purpose across functions and for linking them with the markets they serve. He offers an array of tools and concepts - like the dialogue decision process and the knowledge-use network - designed to promote systemic knowledge gathering and decision making without dissipating functional competencies.

Notes:

Includes bibliographical references and index.

ISBN:

0875845770

OCLC:

32275047