Growth and Competitive Strategy in 3 Circles
Joe Urbany, University of Notre Dame
Pub Date: 2012
ISBN 13: 978-1-4533436-2-3
Publisher: Saylor Foundation
Conditions of Use
The book does a very good job covering the marketing approach to developing strategy. It pulls in many processes, approaches and other resources - read more
The book does a very good job covering the marketing approach to developing strategy. It pulls in many processes, approaches and other resources - that encompass a 'total' approach. I like how it links back to the firm.
I have no reason to doubt this. It sites many examples of cases in business to illustrate it's approach ( 3- Circle)
Actually, I am pleasantly surprised., Although it does reference Palm Pilot. - many of the other references are current ( enough)
Excellent. It uses common, "non-academic", language and is easily understood.
Excellent.Throughout the text - the same language, references, etc. are great.
9 Chapters, and the layout is easy and consistent throughout. The heading,sub heading are also consistent - so you know what each chapter is building in content.
The build ( flow) was logical and easy to follow. The text build to a natural end-state.
The text has no interface issues
Non grammatical errors. There was one chart -where the labeling was incorrect ( B was not in the appropriate place - but no issues)
It used a very wide range of references - non are offensive
I thought it was extremely good. The 3-Circle approach uses the visualization - to help the reader "see'" the development of a Growth Strategy. I will likely incorporate some of the content into my Marketing MBA class.
For a text on marketing strategy, the book presents a reasonably comprehensive view of the major components of strategy. The fundamental focus of read more
For a text on marketing strategy, the book presents a reasonably comprehensive view of the major components of strategy. The fundamental focus of the text is the customer value proposition, which is a very good way of approaching marketing strategy. The 3 Circle concepts is relatively straightforward and can be easily grasped by students. I have used the text in my graduate Marketing Stragegy course and the concepts seem to be well understood by the students and the examples in the text bring the concepts to life. I have not used the text in an undergraduate class, but would assume that at a senior level, the text would also be well received. The only significant omission and suggestion would be to include some in-depth discussion of the distribution aspects of marketing strategy, especially as they relate to omnichannel retailing and supply chain management. These are issues of importance in the customer value equation. Otherwise, the text is fairly comprehensive from a marketing mix perspective. I did not see a glossary or index in the text, so I cannot comment on those items. Having said that, it did not seem to be a problem in that the concepts are defined adequately in the text and because the text is only slightly over 200 pages, an index is not really necessary. A list of references is provided and it seems comprehensive, but most teachers will likely not have time to research the articles and books that are referenced therein.
I did not see any errors in terms of content. The text is written in a generally objective fashion, so no bias is evident. The examples are very good for the most part and of sufficient length is be useful in illustrating various topics and issues. Overall, the text appears to be a good representation of the relevant literature in marketing and strategy.
The examples and illustrations are fairly recent and most students will be able to relate to them. The majority of the examples, whether they are industry- or firm-specific, are appropriate and recent enough so that readers will be able to "fill in the blanks" if more detail is required. The text can probably be relevant without updating for at least a few more years. I would add some of the Amazon-related material as well as additional discussion of technologies such as blockchains, artificial intelligence, automation, demand sensing, big data analytics, etc.
I found the text to be reader friendly; that is, it was not too academic. It has a good blend of theory and practice and the use of the 3 Circles model ties everything together very well.
Everything is tied together well and is presented in a logical and consistent fashion. I did not notice any inconsistencies in the discussion, examples/illustrations, or exhibits. Terms used will be understood by most students, so there is no confusion there.
The modules or chapters are standard, that is, they can be covered individually, although I would hestitate to discuss them out of order since they are best taught in sequence. I don't find the nine chapters to be presented differently than most other marketing texts, which is a good thing inasmuch as students and teachers are used to having such order in a text. Other marketing texts can be presented in varying order or sequence as determined by the instructor. This text does not lend itself to having an instructor cover chapters out of order or sequence. Whether one views that as a pro or con depends on the teaching approach used by the instructor. In my class I did not mind covering the chapters in the order that they were presented by the authors.
The structure and sequencing of the text is fine. Chapters build upon one another and the 3 Circle concept ties it all togeter.
The use of figures, charts and exhibits are adequate. More of them would be better. Some exhibits are very busy and take time to absorb the material because of the large number of elements that are presented. I'm afraid that students for the most part would skim over those very busy exhibits rather than sudy them in detail. The content is there, but it would be better if the students could digest them in smaller bites rather than try to consume them in one large mouthful. This is one aspect of the text which would benefit from an update/revision.
I did not see any grammatical errors in a general reading of the text. Likely there are probably some errors given 200+ pages, but I did not read the text as a proofreader, but only as a person who wanted to grasp concepts and strategies.
My classes tend to have a majority of international students in them and i have not sensed any cultural problems surrounding the material in the text or the approach used to cover the concepts and applications. Most of the examples and illustrations seem to be relevant to students of any culture.
The book does a reasonably good job at presenting a relatively simplistic but pragmatic approach to marketing strategy. It has served me well in my graduate classes on marketing strategy and should be effective in a senior-level course at the undergraduate level. I would not hesitate to recommend this text to instructors teaching such courses. The customer value oridentation of the text is a big plus!
Table of Contents
• Chapter 1: The Challenges of Growth
o Three Fundamentals
o Thinking Integratively About Customer Value, Competitive Position, and Capabilities
o Chapter Summary and Looking Ahead
• Chapter 2: Introduction to 3-Circle Analysis
o The Outside View
o The Inside View
o Growth Strategies
o Chapter Summary
• Chapter 3: Defining the Context
o Chapter Introduction
o Defining the Context: Overview
o Chapter Summary: A Matter of Choice
o Appendix: The Economics of Market Segmentation
• Chapter 4: The Meaning of Value
o Customer Value Basics
o Identifying and Analyzing Customer Value
o Chapter Summary
• Chapter 5: Sorting Value
o Introduction: The Value of “Sorting”
o The 3-Circle Model: Seven Categories of Value
o Overall Positioning Strategy
o Chapter Summary: Not All Value Is Created Equal
• Chapter 6: Growth Strategy
o Value and Positioning
o Growth Implications for Value Categories
o Overall Positioning: First, Take a Hard, Honest Look at Your Area A
o Exploring Five Growth Imperatives
o Chapter Summary
• Chapter 7: Implementation: An Inside View of the Organization
o Looking Inside the 3 Circles for the Building Blocks of Product Attributes and Service
o Growth From Resources, Capabilities, and Assets Inside the Company
o Chapter Summary
• Chapter 8: Dynamic Aspects of Markets
o Johnson & Johnson Stent: The Perfect Market-Dynamics Storm
o Market Dynamics in 3 Circles
o Anticipating Market Dynamics
o Chapter Summary
• Chapter 9: Summary: Growth Strategy in 10 Steps
o Chapter Introduction
o Step 1: Defining Context
o Step 2: Customer Analysis
o Step 3: Sorting Value
o Step 4: Deep Diving
o Step 5: Preliminary Growth Strategy Ideas
o Steps 6, 7, and 8: Exploring Capabilities, Resources, and Assets to Align Behind Growth Strategy Ideas
o Step 9: Dynamics
o Step 10: Vetted Growth Strategy
o Chapter Summary
About the Book
The 3-Circle model was developed over the past several years, initially in strategic planning for a university graduate program and in an executive MBA course designed to integrate the concepts of marketing and competitive strategy. Over the course of time, the 3-Circle model has been successfully used by hundreds of organizations throughout the world in establishing and growing their market positions. Many of the case examples in this book demonstrating applications of the 3-Circle model applications are from executives who have attended executive education training at the University of Notre Dame.
The development of competitive strategy is difficult because there are a lot of moving parts, as well as hundreds of frameworks, that might potentially guide the effort. Executives appreciate how the 3-Circle model simplifies the integration of customer, firm, and competitor analysis to generate growth strategies. It also provides a common language and process for understanding and explaining competitive advantage and for identifying profitable growth strategy.
About the Contributors
Joe Urbany, who received his PhD from Ohio State University, is Professor of Marketing in the Mendoza College of Business at the University of Notre Dame. His work has appeared in the Journal of Consumer Research, the Journal of Marketing, Marketing Science, Harvard Business Review, the Journal of Retailing, and the Journal of the Academy of Marketing Science.
James H. Davis received his PhD in corporate strategy from the University of Iowa, MBA from Idaho State University, and MEd and BA from Brigham Young University. From 1998 to 2008, he was director of the Gigot Center for Entrepreneurial Studies at the Mendoza College of Business. He received the Notre Dame College of Business MBA Outstanding Professor of the year award in 1996, 1998, and 1999. He was awarded Outstanding Professor by Purdue University’s German International School of Management Administration in 2001.