loading

Look, compare, and if you find something better…, Buy it

With respect to product strategy companies with strong presence in their market can decide policies for creativity (innovators) or tailing (followers).

Creativity has economic risk as research and marketing are very expensive. But when the product or service is revolutionary and communicate well is achieved market success is overwhelming.

As recent examples come to mind two major releases: a) NESPRESO, with great advertising investment and ownership of George Clooney and b) iPAD, starring Launch Steve Jobs with skillful and substantial cost savings to get make news went around the world in all media and social networks. Both products provide a revolutionary creativity. And both were later copied by other companies with the odd dispute over intellectual property, which today must be very present in the design, launch and product life. New technologies and globalization make the whole idea is fleeting and soon cease to be exclusive, as the possibilities to circumvent patents or even improve them are currently very high. “Let them invent” should think many companies are more profitable in the “ism progressive”, to understand, improving copy.

What happens is that when the company is market leader is required to spend some of their profits in R & D to continue building, otherwise someone will take his place soon.

Currently valued the concept of leadership within the company, however the ultimate expression of leadership is reached when the leader extends its influence beyond their own company. That's the ultimate creative leadership and TOPs are the true business leaders, because their behaviors, decisions, management style, communication strategies and market are replicated by other less creative TOPs.

MICROSOFT just launched in the U.S. its new “Surface”, direct competition to iPad APPLE. We may be before a “progressive monitoring”. Surface tiene, including a great competitive arguments magnetic keyboard, rugged and USB port.

All that I know of like Surface, except that it is blocked as in the presentation ofSteve Sinofsky, who reacted with many tables as we can see in minute 0:50 the embedded video below.

While the product falls, produces TOPs embarrassed that a flagship company and leader such as MICROSOFT perform a communication strategy that created style modeled on Steve Jobs. The scenario, the big screen and the CEO of the Company with the product in hand and casual attire, Everything is so similar ... astounding the audacity with which assume MICROSOFT tops replication, as if they were sure that communication is the most successful, as if their marketing teams did not give more of himself. In the attached video highlights the parallels between the presentation of the iPad makes 28 months by the late Steve Jobs, CEO of Apple and the recent introduction of Steve Ballmer, MICROSOFT CEO. Amazing similarity!

As I recall, tailing the example of Spain was popular in the replicaManuel Luque, TOP of the company that CAMP that, imitating Lee Iacocca (Ford y Chrysler) launched a campaign in the '80s television where he announced the detergent COLON and suggested "Look, compare, and if you find something better ..., buy it " , reaching impressive sales success. The general public considered a genius that a CEO would face on TV defending their product and defying it could not find anything better. In '80, not yet advanced globalization and the current social networks, guru Iacocca was well known to scholars of management, who did not give much value to a simple plagiarism, although probably later when our underwear was already washed COLON, we had to recognize that Mr. Luque showed great courage to play the ad in another country and another sector. But CAMP was no market leader, Manuel Luque just risked,  por el contrario consiguió salvar la empresa que estaba seriamente amenazada.

RELATED TOPICS

 Ha muerto un Gurú

Self-reflection

¿Es propio de un lider hacer seguidismo?

¿Es moralmente criticable, como si tratara de una propiedad intelectual, que se replique la estrategia de comunicación ?

¿Merecen nuestra desaprobación ética las decisiones de la Alta Dirección a tales seguimientos dentro del mismo sector?


Leave a Comment

Your email address will not be published. Required fields are marked *