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<p>Introduction 3</p> <p>CHAPTER 1 The Importance of Fundamentals 15</p> <p>CHAPTER 2 Finding the Right Market Opportunities 37</p> <p>CHAPTER 3 Managing the Risk of Growth 51</p> <p>CHAPTER 4 Choosing and Competing Effectively in the Right Space 65</p> <p>CHAPTER 5 Targeting the Right Customers in the Right Space with the Right Offering 81</p> <p>CHAPTER 6 Understanding Your Customers in the Right Space 115</p> <p>CHAPTER 7 Vertical Incentive Alignment and Asset Specificity 137</p> <p>CHAPTER 8 Setting Tactics in Today’s Environment 153</p> <p>CHAPTER 9 What Is So Different about Today? Conclusions and Lessons for the Future 177</p> <p>Notes 193</p> <p>Index 205</p>

<p><b>DR. WILLIAM PUTSIS</b> is a Professor at the University of North Carolina at Chapel Hill Kenan-Flagler Business School specializing in the areas of Marketing, Economics, and Business Strategy. His scholarly work has been published in various journals, including the <i>Journal of Marketing Research</i>, <i>Marketing Science</i>, <i>Journal of Business</i>, <i>Journal of Business Research</i>, <i>Managerial and Decision Economics</i>, <i>Marketing Letters</i>, <i>Applied Economics</i>, <i>Journal of Forecasting</i>, and the <i>Review of Industrial Organization</i>. He is also President and CEO of Chestnut Hill Associates, a strategic consulting firm he founded in 1995. The process presented in the book has been developed over the past two decades of working with organizations of all sizes including many leading Fortune 500 companies.</p>

<p>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. Those who succeed today do so because they compete in the most advantageous part of the market.</p> <p>However, finding the right space to compete effectively is not always easy—until now. In <i>Compete Smarter, Not Harder</i>, Dr. William Putsis shows you how to seize market opportunities that will have the greatest impact across multiple markets. <p>By utilizing the step-by-step process of strategic prioritization developed in the book, you can rework competitive efforts across markets to benefit your business. Learn to recognize strategic decisions that provide the best margins, overall profitability, and growth. Apply those strengths to extract value in other markets. Brimming with insights from Dr. Putsis’s progressive academic research and widespread industry practice, <i>Compete Smarter, Not Harder</i> addresses each step from strategic market selection to tactics of execution and covers the following: <ul><li>Techniques for determining the most advantageous market opportunities for your business</li> <li>Approaches to manage the risk of growth</li> <li>Processes to target the right customers in the right space with the right offering</li> <li>Methods of aligning incentives so that others are incentivized to do what is in <i>your</i> best interest</li> <li>Guidelines for preparing for the future by anticipating and leading changes in your market</li></ul> <p>Every business leader can learn how to exert less effort and yield greater results. With relatable vignettes and accessible guidelines, <i>Compete Smarter, Not Harder</i> can make your business more profitable and you more effective.

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