Безупречная репутация в бизнесе


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Ничто так не портит экономику, как отсутствие конкуренции. И ничто так не портит жизнь, как ее наличие... Нервные ночи, сигареты, мозговые штурмы, антикризисные стратегии - в этой ситуации не соскучишься, а «экшен» с киноэкрана, признаться, куда приятнее.

Но конкуренция - движущая сила прогресса, это факт. Если его не признавать, в один прекрасный день рынок не признает тебя.

Главная формула любого бизнеса, если это не монополия, - опережение конкурентов за счет «полезности» продукта или услуги, за счет новизны или уникальности. Но наступает момент, пожалуй, в развитии каждой компании, когда понимаешь, что уже все испробовано, все новшества внедрены, причем не только тобой, но и конкурентами. Иногда даже приходится признавать, что предложение соперников достигло достойного уровня , и список твоих конкурентных преимуществ становится все короче. Что остается? В общем-то, достаточно широкое поле вариантов: улучшать сервис, развивать бренд, вкладываться в нематериальные активы, читать, узнавать. «Конечным источником конкурентного превосходства являются желание и способность организации постоянно учиться и быстро преобразовывать новые знания в действия », - сформулировал однажды Джек Уэлч, президент гигантской корпорации GE, которая за более чем столетнее пребывание на рынке научилась разбираться в вопросах конкуренции.

Только те, кто готов расти и меняться, способны изменить рынок. Да, инновационные предложения принимаются не сразу, в лучшем случае общество испытает шок (а это уже пиар), в худшем и самом распространенном - просто не заметит. История не раз демонстрировала случаи, когда очень отчаянный и очень рисковый человек отваживается вынести необычный продукт на суд общественности, и вот уже, пройдя «зону отчуждения », пожинает лавры. Как было, например, с цифровыми беспленочными фотоаппаратами, от производства которых, кстати, в свое время KODAK отказались, посчитав невыгодным. Одним из таких продуктов стали мобильные телефоны, без которых мы сегодня уже не чувствуем себя полноценными людьми.

Конкуренция - хороший стимул, вырабатывающий привычку искать. А кто ищет, тот, как известно, рано или поздно получит свой пряник.



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