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The Market Value Process provides a groundbreaking, practical approach to the strategic planning process that solves the "combined-value problem" - tying together customer and shareholder value - and transforms these concepts from empty slogans to measurements as precise as profit and cash flow. Through their Market Value Process, Alan Cleland and Albert Bruno detail a twelve-step framework for determining how well customer needs are being met, building strategies for meeting those needs profitably, and ensuring those strategies create enough customer and shareholder value to work successfully. Offering new thought on topics such as teamwork and core competencies, this book is an invaluable tool for executives, managers, and anyone who wants to learn a general management and financial approach to strategy building. Most importantly, The Market Value Process provides both the concepts and the tools an organization needs to seize the financial payoff opportunities - revenue growth and profit margin - that open up hen customers and shareholders are equally valued.