Lecture focuses on understanding (a) strategies that market pioneers can implement to create perceptual monopolies, and (b) strategies that market challengers can implement to have a chance at taking over the market leader’s monopolistic position in consumer minds. As markets exist only in consumer minds, prof. Carpenter will introduce the concept of resurgence which examines how companies can reinvent themselves by embracing a consumer perspective. By understanding the process of building the consumer into company’s value system, and building the company into a consumer’s value system, companies can successfully manage their monopolistic positions in consumers’ minds.
Advanced Program in Business is “incredibly impressive and unique world-wide in the ability to bring the top people in the world from the top management schools.” (prof. Rajesh Chandy, LBS).
Explore new opportunities, break away from routines and challenge your way of thinking!
Participants on APB
View APB participants’ experiences and thoughts on the Advanced Program in Business.
Professors on APB
Play the video to see world renowned professors’ thoughts on the Advanced Program in Business.