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About the Book
How to Order
Excerpt
Eleven Competencies for
Professional Service Firm Marketplace Mastery
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About the Book - Marketplace
Masters:
How Professional Service Firms Compete to Win
 In
today's knowledge-based economy, service professionals, such as consultants,
lawyers, accountants, architects, advertising agencies, IT specialists,
and financial advisors face a dazzling array of opportunities and challenges.
In order to compete effectively, they need a disciplined approach for
detecting market shifts, harnessing their competitive advantages, and
developing service offerings that will attract the most profitable clients.
Drawing from a five-year study covering thousands of firms, Suzanne Lowe
presents the three building blocks of a market-driven infrastructure —
looking out, digging deeper, and embedding innovation — and identifies
eleven core skills that any service firm can apply to master the marketplace
and achieve lasting competitive success.
Integrating insights from the fields of marketing, service management,
planning, and entrepreneurship, and showcasing the successful strategies
of such firms as Towers Perrin, DDB Worldwide, and Egon Zehnder International,
Lowe shows service professionals how to gather intelligence about their
clients, competitors, and marketplace; promote a market-driven culture
throughout the organization; and engage in continuous research and development
to introduce new services. Mastering these skills will enable readers
to be better prepared to face changes in the market, and make decisive,
informed decisions about opportunities that will prove right in the long
term.
Table of Contents
Why Professional Service Firms Must Pursue Marketplace Mastery
- Competing in the Professional Service Arena
- Looking Out
- Digging Deeper
- Embedding Innovation
Portraits of Marketplace Masters
- Case Studies: Looking Out
- Case Studies: Digging Deeper
- Case Studies: Embedding Innovation
Becoming a Marketplace Master
- Assess Your Firm's Readiness to Build a Market-Driven Infrastructure
- Make the Case to Build a Market-Driven Infrastructure
- Notes
- Index
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