Big Picture Strategy: The Six Choices That Will Transform Your Business

Big Picture Strategy: The Six Choices That Will Transform Your Business, by Marta Dapena Baron, is a superb addition to the business and marketing literature. The book will be invaluable to owners and managers of businesses of all types and sizes.Baron’s model is based on six key choices that businesses must make. As Baron explains in her introduction, they are hard choices, but there are just six. Baron calls them the “Six Bs”, which stand for brand, business category, bodies, beliefs, behaviors, and benchmarks. Taking an integrated approach, the book walks you through each choice in detail so that managers and owners can make them cogently, using facts and logic.Along the way, Baron shares many insights. A few examples include that successful businesses don’t focus on sales transactions alone but on cooperating with customers to co-create value, focusing not on what the business makes but on what customers need. Baron encourages businesses to transform from an outdated product-dominant philosophy to a customer-dominated approach. Baron also teaches that brand is not simply identity; it’s the promise the company makes to its customers. Thinking of brand as the strategic unit of analysis helps align the brand promise with the skills and assets needed to support the brand. To grow a sustainable company, managers and owners should think of the company as a collection of well-managed brands, rather than a collection of products.Baron’s comprehensive discussions of topics such as core competencies and customer-focused approach will be invaluable to businesses across industries, large and small. A business consultant and strategist with an international practice, Baron illustrates her points with notable examples from the experiences of a wide range of successful businesses such as Peloton, Gillette, Arm & Hammer, Marriott, Michelin, BMW, and others.In addition to her consulting practice, Baron has taught marketing at the Ross School of Business at the University of Michigan and at the Johnson School of Business at Cornell University. Her insightful book is supported by the latest research while also being practical and accessible. Highly recommended.

I used this textbook for a marketing strategy course in my graduate studies. The Big Picture Strategy breaks down the six vital choices that a business must make when implementing a successful marketing strategy. The choices – although comprehensive – are relevant and easily applied to any industry.The textbook was easy to ready and was full of insights. Dr. Marta Dapena-Baron does an excellent job at breaking down the various terms referenced with easy-to-understand examples. Dr. Marta Dapena-Baron also does a great job at providing useful graphics that aid in the overall understanding of the content.In addition to her many insights, Dr. Marta Dapena-Baron references a multitude of successful businesses and business industries including Peloton, Gillette, Marriott, Mini Cooper, BMW, and others, which makes the business applications that much more relevant and relatable.

I used this book for an elective I took for my MBA called Marketing Strategy. This book methodically & Systematically walks you through the process of the Big Picture Strategy and decisions regarding the 6B's (Brand,Business Category, Bodies, Beliefs, Behaviors & Benchmarks). Every business owner and marketer should read this book as it provides very valuable insight and knowledge about creating a strong go-to market strategy and build brand for your business. As someone new to marketing, I found this book very beneficial with numerous real world insights. The book was easy enough to read and comprehend even for someone not too familiar with marketing/advertising.

A great way to reframe marketing and strategy as being one and the same discipline centered around the company’s brand and its customers.

This book is a great tool for a marketing manager, executive, or any leader who wants to promote growth of their brand or organization. The chapters are organized well and flow from one topic to the next. Great "real world" examples using the author's past marketing experiences.

I purchased this book for a graduate marketing strategy course. This book was an easy read and nicely broken down into easily readable sections. The content opened my eyes to different types of marketing strategy and how marketers should approach deciding on a strategy for their company.

Very well written book. The author goes into detail in each section and gives examples so that the reader can understand. I learned a lot by reading this book and would recommend it to anyone who wanted to learn more about marketing in general!

Provides a novel way of approaching Marketing Strategy with clear, real world examples that you can apply to your own company. Nice job.

Libro de cabecera para aquellos que estén pensando en impulsar su negocio.Lo recomiendo sin duda