"The tilt to downstream competitive advantage carries three implications that go to the heart of strategy. First, its locus is no longer within the firm, but resides increasingly downstream, in the marketplace, in interactions with customers. [Moi ici: Cá está o papel da interacção, ferramenta essencial para a co-criação de valor] Second, firms have an opportunity to aim for more than merely sustainable competitive advantage; they can build accumulative competitive advantage. And third, the skills and resources required to make and move stuff can be bought or brought in, while those required to connect and engage with customers need to be owned and honed. [Moi ici: Pois, o futuro serão os call-centers? Claro que não em Mongo... sim para os Golias, e outros ingénuos que não sendo Golias pensam que só podem competir como os Golias, que só sabem seduzir clientes pelo preço, só pensam nos overserved! Interessante ler isto "Flying Truly First Class" finalmente alguém se lembra dos underserved e do seu efeito multiplicador nas contas, sem ser pelo volume]
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[Moi ici: E a parte mais importante, IMHO] The tilt strategy urges the CEO to seek competitive advantage in the firm's interactions with the marketplace, in the networks with and between customers, and on the playing field inside the customers' mind. [Moi ici: Não são as máquinas, não são os atributos] By asking fundamental questions such as "Why do our customers buy from us?" the firm brings the voice of the customer into strategy formulation. Uncovering the reasons why shows that the customers buy from the firm (rather than from its competitors) because it helps reduce their costs and risks. The CEO should be busy (1) seeking out more customers who value a similar reduction in costs [Moi ici: Atenção, estes custos não são necessariamente financeiros na versão clássica. Recordar o exemplo da Albano Morgado "flexibilidade para aceitar encomendas a partir dos 100 metros, quando os italianos exigem mínimos de 300 metros"] and risks and (2) uncovering additional costs and risks that the firm can reduce for its existing customers."
Um excelente livro que recomendo a quem quer pensar estratégia
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