Personal Needs vs. Customer Relationships

Strategy Driven

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. Aaker and Fournier found that relationships with the ‘exciting’ company had the trajectory of a short-term fling, while those involved with the ‘sincere’ company developed a relationship that deepened over time. EVALUATE how StrategyDriven gives you a competitive advantage.

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Twelve Ways to Create Barriers to Competitors

Harvard Business Review

IKEA, Starbucks, eBay, and Apple's iPod all have scale economies often based on first mover status that provide ongoing competitive advantages. Don't try to beat competition but, rather, make them irrelevant and discourage them from even competing. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. Branding Competition Customers

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