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‘Compete Smarter, Not Harder’ says Kenan-Flagler Professor: MBA News
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Companies need to reassess their market approach in order to derive success says a UNC Kenan-Flagler Business School professor in a newly-published book.
William Putsis’ Compete Smarter, Not Harder – A Process for Prioritization through Strategic Thinking draws on the Kenan-Flager marketing professor’s 25 years of experience to suggest that success rests upon forming strategic priorities to know when and where to compete.
“I’ve seen too many people work too hard who are doomed for failure because they didn’t step back and determine the right part of the market in which to compete,” said Putsis in a press release for Kenan-Flagler.
Putsis also uses an analogy from the game of chess to underline the need for strategic thinking, adding, “It is about moving the chess board when others are just moving the pieces.”
In Compete Smarter, Not Harder Putsis outlines his recipe for success, using examples gleaned from a career spent working with Morgan Stanley, Sony Ericsson and Barclays Bank among others.
Strategic thinking key to successful market strategy
Technological advancements – now so integral to a marketing strategy - also fall into the book’s remit. “The internet, mobile technology, the ubiquity of information and the availability of big data have dramatically increased the speed and impact of success and failure. To succeed today you must compete in the most advantageous part of the market.” This last point only further serves to highlight the need for strategic thinking in Putsis’ eyes.
At UNC Kenan-Flagler, Putsis explores different facets of marketing, including competitive strategy as well as advertising and communications research. His work has also seen him take executive education classes in company programs, for instance at Matsushita, RBS and The Boeing Company – a Fortune 500 company that has already been implementing the strategic thinking process described in Compete Smarter, Not Harder.
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