INSEAD professor’s book offers a first-hand look at how companies can deliver continuous and exceptional growth through smarter investments
One of the most common challenges facing business leaders today is creating growth while simultaneously generating profit. In his new book, “The Momentum Effect, How to ignite exceptional growth,” J. C. Larreche, the Alfred H. Heineken professor of marketing at INSEAD, provides an exclusive look into how executives can create momentum to beat the competition and garner substantial profits. The Momentum Effect provides a comprehensive approach for companies to achieve profitable growth by combining innovation, customer focus, and marketing excellence into a coherent momentum strategy.
Based on extensive research of over 350 of the Fortune1000 firms, the author demonstrates how the traditional method of increased spending on marketing and slashing manufacturing costs is no longer a recipe for long-term success. Instead, the book provides new evidence that stronger and more profitable growth can be obtained by designing power offers with “customer traction inside.” This is at the heart of the momentum effect, which requires an innovative approach and a continuous exploration of customers’, employers’ and stakeholders’ needs (the traction), but also guiding events and people in the right direction (the movement).
“Momentum is not about riding the latest wave,” said J. C. Larreche. “It is about creating and riding your own wave to get and stay ahead of the competition. It’s achieved through systematic discovery of customers’ perspectives to develop an ingenious approach to new sources of value.” He added, “Like sports, the business environment of today’s globalised, hypercompetitive world will increasingly become divided into leagues. The top league will consist of momentum-powered businesses enjoying exceptional growth. All the others will be trying to play catch up.”
Through the use of prominent company examples including Apple, Nintendo, Skype, Toyota, Virgin and First Direct, Larreche presents an eight-step approach for the design and execution of an organisation’s momentum strategy. By integrating contributions from both academia and business in the areas of customer focus, innovation and marketing excellence, Larreche provides the insights companies and managers need to join the coveted Momentum League.
About the Book
Title: The Momentum Effect
