Articles liés à Breaking Failure: How to Break the Cycle of Business...
Breaking Failure: How to Break the Cycle of Business Failure and Underperformance Using Root Cause, Failure Mode and Effects Analysis, and an Early Warning System - Couverture rigide
Synopsis
Despite advances in technology, theory, data analytics, and strategic planning techniques, business failure and underperformance continue unabated. By recent estimate, products have a failure rate of 42%, and 84% of marketing programs fail to generate positive ROI. Why? Is it incompetence? Overconfidence? Bad timing? Global competition? Sometimes… but rarely. These factors simply don’t explain why smart, well-educated and seasoned professionals and companies fail at such high rates. Breaking Failure offers simple, risk-free, low-cost ways to break cycles of failure and underperformance by adapting three well-proven techniques from disciplines outside business. Building on techniques proven in manufacturing and space exploration, you’ll learn how to use Root Cause Analysis (RCA) to uncover the root cause of problems, so you can solve them and once and for all. Next, utilizing well-proven Failure Mode and Effects Analysis (FMEA) techniques, you’ll learn how to anticipate potential failure points before you introduce your product, implement your strategy, or launch your next marketing campaign. Third, you’ll learn how to use an Early Warning System (EWS) to identify “driver” variables in your business, gaining timely and actionable insights without the intense complexity of conventional predictive modeling. These techniques aren’t new or trendy: they’ve proven themselves over decades in some of the world’s highest-stakes, most mission-critical environments. If you want to prevent business failure and underperformance, they will work for you, too.
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À propos de l'auteur
Alexander D. Edsel is the Director of the Master of Science in Marketing program for the Naveen Jindal School of Business at the University of Texas at Dallas, where he has been a faculty member for more than 12 years. In addition, he has more than 20 years of product management and marketing management experience in both B2B and B2C markets in the chemical, high-tech, and healthcare fields while at Bayer, Compaq, and WellPoint. His original work and research on failure and underperformance began in 1996 and was first published in March 2011 with an article that appeared in the Product Development Management Association’s Vision magazine. Edsel holds both MBA and JD degrees. In his spare time, he loves to read nonfiction books, spend time with his family, and explore additional failure mitigation techniques at his blog at www.breakingfailure.com.
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