论文部分内容阅读
负责驱动增长的企业领导者面临持续提高服务质量和削减成本的挑战。很多领导者在其中一个方面做得很出色,但很少有领导者能成功地做好两个方面。当我邀请新加坡国立大学商学院的营销教授约亨·沃茨(Jochen Wirtz)参与我们的“推动增长”系列对话时,我很高兴他提到“低成本的卓越服务”这一话题,他的研究和教学能够为依靠服务取得业务增长的领导者提供真知灼见。我在对话中提取了5个关键点:清楚自身定位和目标客户。有效的战略通常要说不。欲推动“二元文化”(dual culture)或“专注的
Business leaders in charge of driving growth face the challenge of continually improving service quality and cutting costs. Many leaders do a great job on one of them, but few leaders succeed in doing two things. When I invited Jochen Wirtz, a marketing professor at the National University of Singapore Business School, to participate in our ”Growth Plus“ series of dialogues, I’m glad he mentioned ”low-cost, excellent service.“ Topic, his research and teaching can provide insights for leaders who rely on service for business growth. I extracted five key points in the dialogue: clear their own positioning and target customers. Effective strategies usually say no. To promote ”dual culture “ (dual culture) or ”focus