Aaker, Strategy and Technology - Leadership Digital

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Aaker

Strategy

Technology

Twelve Ways to Create Barriers to Competitors

Harvard Business Review

MAY 20, 2011

Proprietary technology. Diamond's (formerly P&G's) Pringles, Prius' Hybrid Synergy Drive, and Dreyer's Slow Churned Ice Cream all have technologies not easily copied. To paraphrase Bruce Henderson , the founder of BCG, "the essence of strategy is to convince competitors not to invest in areas of strategic importance to you."

Aaker

Aaker Henderson Brand Competitive Advantage

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

MAY 31, 2011

All these roles can lead to a seat at the strategy table, an invited seat rather than one forced on the silo executive teams, and to opportunities to link silos both strategically and tactically. Both are the basis for communication and both are nonthreatening in that they do not impose the same strategy on all.

Brand

Brand Aaker Objective Team Building

Twelve Ways to Create Barriers to Competitors

How CMOs Build Brands by Collaborating Across Silos

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