Proactive Companies: How to Anticipate Market Changes (Fundacao Dom Cabral (FDC)) - Softcover

Araújo, L.; Gava, R.

Softcover

ISBN 10: 1349330906 ISBN 13: 9781349330904

Publisher: Palgrave Macmillan, 2012

Synopsis

Why do some companies succeed better than others? It is well known that there are many variables such which may impact a company's performance. The authors present their new model for Market Proactiveness which shows organizations how to anticipate change and respond to it before they are forced to do so, and improve their overall performance.

About this title

Review:

'This important book is a wake-up call to companies that are over-focused on the short run and in danger of losing in the long run. It is no longer sufficient to be market-driven as opposed to product-driven. Your company must proactively anticipate changes and create changes. Araújo and Gava show you how to do it.'

Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

'Professor Leonardo Araújo and Rogério Gava provides us with a fascinating and flavourful work. They not only unveil a strategy (market proactiveness) to help overcome one of the companies' most intriguing questions (why are some of them more successful than others?), but also captivates us with superb text. They call our attention to a paradox: though widely known, proactiveness is not adopted. They suggest that the secret is to execute it. Supported by theory and actually grounded in organizational practices, the book helps us learn how the real world operates and this is FDC's style. We are therefore proud of it and recommend you read it.' Emerson de Almeida, Dean of Fundação Dom Cabral, Brazil

'In a clear and direct style, the book shows how proactive managers deal with innovation, risks and mistakes and how they should act to take advantage of opportunities in the present and to create the future. Based on rigorous research work, the authors demonstrate that proactive companies are more competitive because they are able to anticipate the market's expectations.'

- C. Belini, Fiat President for Latin America

'We are all looking for gains, but we know that is essential to build today's results by paving tomorrow's routes. The model presented in this book is a very helpful tool in the search for a proactive anticipatory posture and to avoid being led by change. Leonardo and Rogério show is that when we direct our efforts to that goal, we make ourselves capable of gaining the admiration of both market and customers, and therefore of perpetuating our company.'

-Fábio Barbosa, Executive President of Abril S/A

Book Description:

Explores what companies must do to be successful in these uncertain times when it is simply not enough to react quickly to changes in the market, but imperative to be prepared for challenges ahead

About this edition

• Publisher: Palgrave Macmillan
• Publication date: 2012
• ISBN 10: 1349330906
• ISBN 13: 9781349330904
• Binding: Paperback
• Edition number: 1
• Number of pages: 254