Professor Niraj Dawar, has been recognized in two publications for his book Tilt.
The Marketing book was mentioned in both Fortune and strategy+business as a top business book for 2014.
Last year, upon its release, Tilt was also featured by Forbes and a number of smaller business publications:
What is this book about?
Tilt is about the shifting center of gravity within companies. Three shifts are occurring simultaneously.
- First, the fixed costs that used to reside in the upstream infrastructure, the factories and supply chains, are now moving downstream – they now reside in customer acquisition, satisfaction and retention.
- Second, the differential value that the customer is willing to pay for, to come back for, or to pay a premium for resides in the downstream – what customers buy is practically the same across sellers, how they buy it is different, and that how is the reason for premium prices and loyalty.
- Finally, the sources of competitive advantage used to reside in the upstream, in big factories and better products. Today, they reside in customer relationships and marketplace information.
