Competing
for Choice
An approach lauded
as one of the top 10
marketing theories
Esomar
2005
Vanguard presents at
ESOMAR 2005 Global
Market Research
Conference in Cannes
Why
is Competing for Choice so important? Competing for Choice is
the essence of strategy.
It forces a company to be customer-focused because
customer choice drives cash flow. It is about applying
the same rigour and robust analysis to aspects of
business which lie outside the classic balance sheet.
This principle is relevant across all companies and all
sectors. It’s also applicable to all stakeholders from
investors to employees to customers. Competing for
Choice separates the wheat from the chaff. It will
imbue your strategy with clarity, confidence and control.
