Business-to-Business companies are increasing their focus on repeat and referral business. While this may represent a sound strategy, talk is cheap but action is the key. In this fourth installment on driving repeat business, we will explore the use of Newsletters to drive repeat or referral business. Company sponsored email newsletters as a marketing tactic…

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There are four basic growth strategies for firms to increase their revenues. These are penetration, geographic, horizontal, and vertical. Each growth strategy has its own internal characteristic growth rate, beyond which growth is achieved in non-economically efficient manners. Selecting the appropriate growth strategy and growth pressure for a firm requires determining competitive strengths and managing…

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A danger in all firms is myopia. Companies can focus too long on creating excellence using internal data while the competitive landscape changes and the value proposition becomes obsolete. While academics are encouraged to spend multiple years perfecting the understanding of a subject, businesses can’t afford this luxury. Business must always focus on their value…

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We all understand that new ventures proposing to enter mature markets with a me-too strategy are doomed to struggle. In dominant texts on high-tech marketing, authors deride new ventures that attempt to enter mature markets. They note that the growth rates are declining, new customers are harder to serve, and that industry consolidation becomes the…

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If there is anything this economic downturn has taught me, it is the importance of cash. Businesses rush to cash opportunities and employees seek the highest bidder within acceptable constraints. While I am impressed with the new technologies that are finally coming to market, we have to ask if they will bring the same economic…

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Network Externalities has been the mantra among Hi-Tech new ventures. They provide a believable logic behind their revenue forecasts that predict exponential growth and permanent 90% market-share in an untapped market. Yet sometimes this fairy-tale just ain’t so. What are network externalities? They are reasons that induce the market to accept a solution as a…

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