Clientes em vez dos concorrentes

 "Ten major changes characterize the transition from industrial-era strategy practices to today.

1. The Shift In Focus From Competitors To Customers

The practice of business strategy is often said to have begun with Michael Porter’s 1979 HBR article, “How Competitive Forces Shape Strategy.” The article opened with the fateful sentence, “The essence of strategy formulation is coping with competition.” [Moi ici: Recordar Dick Dastardly - Live and let live]

...

Porter’s main mistake was his concept of “the essence of strategy.” The essence of strategy is not coping with competition—a contest in which a winner is selected from among existing rivals. The essence of business strategy is to add value for customers. [Moi ici: Desde o princípio deste blogue temos focado a nossa atenção na  determinação dos clientes-alvo, em deixar de ver os clientes como "miudagem no recreio" - Sem uma estratégia clara, come on... BSC? (parte I) ] Porter’s five-force model of strategy misses the basic point that ultimately customers are the determinant of business success."

Trechos retirados de "What's New About Strategy In The Digital Age"

"The pandemic accelerated this trend"

 Como era no passado:

"New York-based publicist Juliette Levy’s early days in beauty PR revolved around drumming up press for two big product launches per year. Over the course of six months or more, she would work with brands to map out a marketing plan, typically centred around an event with a guest list featuring editors, socialites, celebrities and, in more recent years, bloggers and influencers."

Como foi 2020:

"Times have changed. More brands rely on a constant stream of new products, rather than a handful of big launches, to drive sales. The pace is set by direct-to-consumer brands that come out with new items whenever they want. Customers expect monthly (or close to) launches from brands like ColourPop and Morphe or The Ordinary and The Inkey List, which rely on a new ingredient serum or palette to perennially drum up buzz."

Pois:

"The pandemic accelerated this trend" 

Recuemos a 2011:

"Há anos ouvi no CITEVE, numa conferência que não consigo recordar, alguém dizer que o sector têxtil devia aspirar a 52 épocas por ano em vez das tradicionais duas. Com 52 épocas por ano não haveria hipótese de recurso à Ásia." 

Trechos retirados de "Beauty’s Never-Ending Product Launch Cycle"