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Welcome to the Library

Hello. Why don’t you pull up one of those nice comfy chairs. Go on, settle yourself down in front of the crackling fire, with a good cup of tea (or coffee, or something stronger, the choice is yours).

This is my virtual library where I list the books and articles that have sparked my interest and thoughts. I’m not intending to give a detailed review of these books. Rather, just to highlight points of interest.

If you’re looking for the list of references, then you should try here.

I hope you find the items in the library as interesting and thought inspiring as I have! If you’ve got any comments or suggestions of other books and articles, please let me know!

Market Orientation: The Construct, Research Propositions, and Managerial Implications

Kohli, A. K., Jaworski, B. J. (1990)

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Research Paper
Abstract: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.


Paper that defines market orientation. Referenced in my article on improving the innovativeness of organisations.
Reading time <1 min
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Marketing Malpractice: The Cause and the Cure

Christensen, C. M., Cook, S., Hall, T. (2005)

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Web Article
Early Thoughts
Gives an introduction to jobs to be done theory. “The great Harvard marketing professor Theodore Levitt used to tell his students, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Every marketer we know agrees with Levitt’s insight. Yet these same people segment their markets by type of drill and by […]
Reading time <1 min
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Marketing Myopia

Levitt, T. (1975)

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Research Paper
Work in Progress
Myopis (short-sightedness) was identified by Levitt as a leading cause for companies not surviving. This is a focus on short-term and belief of being in a growth industry (of which Levitt posits there is no such thing). As an example the US railroad industry focussed only on running railroads and missed the growth opportunity of air freight). The lesson is that we need to frame our business in the right way and at the right abstract level to set ourselves up to grab those growth opportunities.
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Modeling value propositions in e-Business

Osterwalder, A., Pigneur, Y. (2003)

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Research Paper
Abstract: In this paper we provide a conceptual approach to modelling value propositions. We argue that rigorous modelling in an ontological style could improve several aspects of business. Modelling and mapping value propositions helps better understanding the value a company wants to offer its customers and makes it communicable between various stakeholders. Using a common language (ontology) in defining a company's offering brings manager's mental models into a common form. Further, conceptually seized value propositions are comparable to the value propositions of a firm's competitors because the follow a rigid framework and make it possible to identify the competitive position of a firm's value proposition.


Gives a model of value life cycle Value appropriation – creation Value consumption – ownership/usage Value renewal –  for example firmware upgrades giving new functionality Value transfer – value has gone for customer, but may still be able to gain value by transferring ownership (e.g. 2nd hand sales)
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Modelling the marketing-mix influence in new-product diffusion

Bass, F., Krishnan, T., Jain, D. (2000)

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Research Paper
Early Thoughts
In V Mahajan,E Muller and Y. Wind (eds.) NEW-PRODUCT DIFFUSION MODELS   Absftact. Following the publication of the Bass model in 1969 in Management Scienceth, e earliestattempt to modify this model to include decision variableswasan often-cited 1975 paper by Robinson and Lakhani thar was also published inManagemenSt cierceI.n the ensuingyearsnumerous modifications and extensionsofthe Bassmodel havebeenproposedto […]
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New product diffusion models

Mahajan, V., Muller, E., Wind, Y. (2000)

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Book
Early Thoughts
Lists potential uses of diffusion models. Forecasting Sampling   Timing of successive generations of a product Determination of the impact of capacity decisions on innovation diffusion Estimation of pirated sales Estimation of lost sales and market expansion due to patent infringements Determination of market value of a business due to its projected market penetration Assessment […]
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