Winning market leadership - Adrian Ryans

Strategic market planning in technology-intensive businesses ismore complex and is less manageable than in most otherorganizations. The technology-driven business environment isintensely competitive, complex, and dynamic, and planning needs tobe done quickly and often.

Winning Market Leadership offers a refreshing newapproach to strategic market planning in these very demandingtechnology-intensive markets. It provides a systematic and highlyintegrated process for evaluating market opportunities and fordeveloping strategies to lead in chosen markets. Its proven, highlypractical approach to strategic market planning has allowed leadingcompanies worldwide to: plan faster, focus on cash-flow andprofitability, create "living plans" that reflect changing marketconditions and competitive dynamics, involve cross-functional teamseffectively, and drive to "yes/no" decisions. The book resultedfrom project-based executive programs developed by the authors forcorporate clients such as IBM, Nortel Networks, NationalSemiconductor, and General Electric. This strategic market planningprocess has been refined and tested with over a thousand managersand executives in North America, Europe, and Asia. Winning MarketLeadership:

• Is targeted at managers in technology-intensive businesses suchas computers, telecommunications, software, biotechnology,semiconductors, instruments, pharmaceuticals, and advancedmaterials.
• Focuses on the key issues and tough choices faced by executivesin very demanding technology-intensive markets.
• Outlines a clear 10-step process for building winning marketplans, including: identifying opportunities, understanding thecompetition, managing critical relationships, understanding theprofit dynamic, and more.
• Features examples from high-tech companies such as Intel,Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric.
• Includes "Key Questions for Executives and Managers" at the endof each chapter that help eliminate "blind spots" in the planningprocess.

Winning Market Leadership is relevant to all executivesand managers who play a significant role in developingcross-functional strategic market plans for their business: generalmanagers; marketing managers; strategic planners; managers inbusiness development, engineering, and R&D; and project teamleaders.