Sharkonomics , livre ebook

Marshall Cavendish International (Asia) PTE LTD - Stefan Engeseth

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111 pages

English

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Description

Sujets

Employabilité, métiers et formations

Entrepreneurship

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Publié par	Marshall Cavendish International (Asia) PTE LTD
Date de parution	01 avril 2012
Nombre de lectures	0
EAN13	9789814382779
Langue	English
Poids de l'ouvrage	1 Mo

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PRAISE FOR SHARKONOMICS
Stefan not only uses the shark metaphor but has actually swam in shark waters to absorb the drama of life and death. He describes the attack strategems of a shark, but respects the intended victims enough to show how they can defend themselves. A stimulating read!!
- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University .
You are swimming with sharks and you may not even know it. Stefan is your guide to not only surviving Sharkonomics but thriving in these adventurous economic waters.
- Brian Solis, author of The End of Business as Usual and Engage!
Genuinely surprising and provocative - Stefan Engeseth has a streak of the evil genius.
- David Magliano, Former Director of Marketing, London 2012 (Olympics) .
Nature, red in tooth and claw, can be a great teacher. Stefan Engeseth has taken one of its lessons, that of the great sharks, and used it to present a view on strategy that pounces rather than plans and emphasizes movement over models. Sharkonomics is fast, ferocious fun.
- Professor Alf Rehn, author of Dangerous Ideas .
Stefan Engeseth gets to the point again. Silent waters as well as markets are most dangerous in these days and we need to be proactive to survive.
- Ritva Hanski-Pitk koski, President and CEO, Association of Finnish Advertisers .
This book has bite. It s snappy too. I urge everyone to get their teeth into it.
- Stephen Brown, Professor of Marketing Research, University of Ulster .
It is a sheer battleground out there; lots of strategies , tactics , attack plans ... Sharkonomics is not about survival of the fittest, but of the misfit who has a streetwise cunning, coupled with imagination and creativity.
- Nilgun Carlson, Senior Corporate Communications Manager, Oriflame Cosmetics .
In this book Stefan dives in the deep blue to compare nature s natural way of hunting with today s business climate. Again he gives us a new way of looking at our own market and competitors; you need to dare to hunt to stay a market leader in your business.
- Jenny N slund, Marketing Manager, Comedy Central Sweden, MTV Networks .
It s brilliant - to serve the result of millions of years of shark evolution for business. Sharkonomics develops one s instincts and loads of highly impulsive acts - but only for those who read the book.
- Gisle Dueland, Marketing Manager, Turkish Airlines .
Market leaders beware. Sharkonomics reveals the vulnerabilities and strategic insight needed to challenge leading brands.
- Derrick Daye, Global Brand Strategist, Author and Branding Strategy Insider .
Stefan Engeseth is brutally inspiring. Sharkonomics will definitely rock your boat. Or sink it!
- Jan Morten Drange, CEO, Norwegian Advertisers Association .
Catch a wave of the groundswell and surf the social web with Sharkonomics ! Stefan Engeseth s book will take off and swim by itself.
- Martin Lindeskog, Blogger and Social Media Evangelist .
Stefan Engeseth offers a completely original point of view - rooted in centuries of natural history - to address an age-old problem. It is sure to challenge and illuminate how you think about competing in the marketplace.
- Kevin Lane Keller, Professor of Marketing, Tuck School of Business at Dartmouth .
Stefan Engeseth never fails to surprise. His logic of taking his inspiration this time from nature - with the simple yet poignant question: How have sharks survived for millions of years? - has yielded a business book with teeth, and some pearly whites of wisdom.
- Jack Yan, CEO, Jack Yan Associates and Director, the Medinge Group .
Stefan Engeseth leaves no one untouched and challenges once again with his new book Sharkonomics .
- Jan Fager, CEO, Swedish Marketing Federation .
One thing is certain. The companies that are not constantly moving and developing will sink to the bottom.
- Mariann Eriksson, Director of Marketing, World Wide Fund for Nature/WWF .
Sharkonomics gives you the tools to attack and to survive depending on where you are in the ocean of companies. Terrific and terrifying reading guaranteed.
- Jesper Ek, Head of External Affairs, Roche .
It s about time someone took competitive strategy thoughts to the phase of the 21st Century. Stefan Engeseth always has new and surprising angles on how companies should create enduring business success.
- Carl W reus, CEO, DDB Sweden .
Sharkonomics is a great companion for anyone in advertising dealing with market leaders and their competition.
Calle Sjoenell, Deputy Chief Creative Officer, Bartle Bogle Hegarty .
There s a fine line between genius and insanity. Walk the line with Sharkonomics if you dare.
- Micael Dahl n, Professor, Department of Marketing and Strategy, Stockholm School of Economics .
Sharkonomics will inspire the retail business to move into new feeding grounds.
- Magnus Kroon, Director of Business Development, Swedish Trade Federation .
Market leaders: keep moving! Sharkonomics is a brand new view to the global marketplace.
- Eirik Hokstad, Chairman of the Board, The Norwegian Market Society .
He has done it again! Stefan Engeseth shows his knack for communicating the essentials of business success.
- Evert Gummesson, Professor of Marketing, Stockholm University .
Stefan Engeseth is always provocative and his new book cuts straight to the chase. Highly recommended to sharks (and their prey).
- Johnnie Moore, Author, Blogger and Consultant .
Stefan Engeseth shares strategic tools in Sharkonomics for thought leaders in how to attack and how to defend your business in an ocean filled with sharks.
- Luis-Daniel Alegria, Strategist, AKQA Berlin .
Market leaders beware, domination is history.
- Colvyn Harris, CEO, JWT India .
Stefan Engeseth is a marketing thinker and an entrepreneur par excellence.
- Ami Hasan, Founder and Chairman, Hasan Partners .
Vital business insights from deadly sharks is what Sharkonomics provides.
- Manoj Aravindakshan, Managing Director, On Target Media .
Stefan Engeseth took a plunge with sharks so that we can open our eyes for blind spots to attack the market.
- Akram Raffoul, Executive Director, Jacobsons Direct .

2012 Stefan Engeseth Inside photographs by Stefan Engeseth
Published by Marshall Cavendish Business An imprint of Marshall Cavendish International
PO Box 65829 London EC1P 1NY, United Kingdom info@marshallcavendish.co.uk
and
1 New Industrial Road, Singapore 536196 genrefsales@sg.marshallcavendish.com www.marshallcavendish.com/genref
Marshall Cavendish is a trademark of Times Publishing Limited.
Other Marshall Cavendish offices: Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Floor, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia.
All rights reserved.
No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the publisher.
The author and publisher have used their best efforts in preparing this book and disclaim liability arising directly and indirectly from the use and application of this book. All reasonable efforts have been made to obtain necessary copyright permissions. Any omissions or errors are unintentional and will, if brought to the attention of the publisher, be corrected in future printings.
A CIP record for this book is available from the British Library.
eISBN 978-981-4382-77-9
Cover Design: OpalWorks Ltd
Printed and bound in Great Britain by TJ International
This book is dedicated to the Great White Shark.

CONTENTS
Foreword by Chris Fallows
Preface
Introduction
Part one: 10 points to attack market leaders
1. Start planning long before your attack
2. Don t get stuck in history
3. Spread panic
4. Do market research the shark way
5. Find blind spots to bite
6. Strike unpredictably
7. Timing is key to successful attacks
8. Move or die
9. Kill with style
10. Write a Sharkonomics attack list
Part two: 10 points for market leaders to defend themselves from shark attacks
Introduction: Defence
1. Develop your defence strategies years before you get attacked
2. Never stand still
3. Let others spread the buzz
4. Don t panic when under shark attack
5. Find out where your blind spots are
6. When entering a new market, don t send out press releases too early
7. Sharks will not attack you if there is an easier target around
8. Don t act like a victim
9. Attack is good defence
10. Develop better escape tactics than the hunter
Mother Nature s endword
Acknowledgments
Recommended reading
Notes
About the author

FOREWORD
I first met Stefan Engeseth here in South Africa on a boat trip to study the behaviour of sharks. Stefan asked me why Nature had designed the Great White Shark so beautifully. My answer was simply that Nature s purpose was not only to design a beautiful creature; its main purpose was to design it for attacking its prey and defending itself.
When attacking seals, the Great White Shark can t fool around. Sharks hunt in an environment where their prey is almost as wily and fast as they are. Failure to catch and kill prey will mean the shark grows weaker and allows the competition to grow stronger. Compared to the world of business, Nature is arguably more competitive. In its battle for survival, sharks have discovered creative and strategic ways to rise to the top of their food chain. Their skills and strategies are the result of 420 millions years of evolution. After being around for such a long