Growth and Competitive Strategy in 3 Circles

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Joe Urbany, University of Notre Dame
James Davis

Pub Date: 2012

ISBN 13: 978-1-4533436-2-3

Publisher: Saylor Foundation

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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 Introduction
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 Introduction
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
• References

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.