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Delivering differentiation: Building winning enterprises

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  • Edwards, John

Abstract

Growth is gradually replacing lowest cost as the main driver for many businesses, and customer focus is heralded, in the management press and in many corporate positioning statements, as a substantial contributor to achieving this growth. Yet customer focus, however sophisticated, cannot simply be bolted on to a business, if the organisation's aim is to differentiate itself through customised services and offerings, while retaining - even improving - operational efficiency. Time and again, the promise of such customer focus fails in the market or, at best, delivers only as a result of grossly inefficient patching together of systems and processes behind the scenes. In this article, John Edwards differentiates between such disconnected customer focus, and a state he calls customer-driven - an alignment of adaptable delivery processes behind the creation of customer offerings at the market level.

Suggested Citation

  • Edwards, John, 1997. "Delivering differentiation: Building winning enterprises," European Management Journal, Elsevier, vol. 15(1), pages 79-91, February.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:1:p:79-91
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    Cited by:

    1. Philip, George & Booth, Marilyn E., 2001. "A new six 'S' framework on the relationship between the role of information systems (IS) and competencies in 'IS' management," Journal of Business Research, Elsevier, vol. 51(3), pages 233-247, March.

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