Seeds of Growth

Oliva, Ralph A.
November 2003
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p39
The article recommends the use of the Internet to address consumer needs and growth in business. Savvy managers are finding ways to drive growth through demand innovation and the creation of fundamental new value. Understanding how a firm may capitalize on its hidden assets and work with customers to harvest new sorts of value can be key to growth for many firms. And smart use of the business Web and digital techniques for connecting to customers can be an important part of this strategy. Innovative firms have gone beyond their normal place in the value chain, from sending downstream and receiving cash in return to fundamentally rethinking how they might play the game. Often the tools of the Internet and other digital connections help in the process of re-engineering their position and in creating new offerings. There are many examples where Web linkages have helped enable firms to jump the value chain or more appropriately, jump out on the value Web. Building on knowledge gained from a fine-grained account profitability analysis, a company can become a focused single source provider of a customer's purchase requirements, in a selected area.


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