CHAPTER SUMMARY
In this chapter I have discussed ways to use the five secrets of value creators to improve performance in Marketing, Sales and Distribution, and New Product Development. As defined in these areas, value tends to be within the narrow functional silo of Marketing, with some confusion about the distinction between value drivers and outcomes. This emphasizes the need to develop multiple value-creation perspectives that position Marketing more strongly in the Collaborate, Control, and Compete quadrants, reducing but not abandoning the traditional dominant Create quadrant positioning.
Marketing and its affiliated groups can have an important impact on strategy and move it more strongly in the direction of creating new products, even ...
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