Counter Strategies in Global Markets

Developing BRIC markets are changing the business models of traditional western technology leaders. Classic business strategies are no longer suitable for companies attacking abroad whilst defending their market at home. Based on real-life cases, the book evaluates the best new strategies for western companies in technology-based B2B markets.

“'This book cuts right to the leading-edge strategies of technology companies in B2B markets highly recommended reading for all managers from this field.' Peter Loescher, President and Chief Executive Officer, Siemens AG 'By forging a close link between practical and theoretical insights, Olaf Ploetner provides a compelling action plan for technology companies and their challenges, now and in the future.' Das Narayandas, Senior Associate Dean, Harvard Business School 'Counter Strategies uncovers one of the most important strategic paradigm shifts of our time. Managers and consultants in technology-based industries should not ignore this book.' Hans-Paul Buerkner, President and Chief Executive Officer, The Boston Consulting Group 'Olaf presents an in-depth look at the strategic global trends in the technology sector of B2B markets. His comprehensive analysis, supported by extensive research and historical context makes for insightful reading. I recommend this as an essential reference for the business leaders in the technology sector of developed and emerging economies.' N. R. Narayana Murthy, Founder and Chairman Emeritus, Infosys Limited 'Olaf Ploetner doesn't just ask questions. He delivers answers and solutions. Big ideas and original thinking are presented in a clear, concise style.' Hermann Simon, Chairman, Simon, Kucher & Partners and author of Hidden Champions of the 21st Century 'Financial services managers and analysts now have a powerful new tool to decode current trends in technology markets.' Levin Zhu, CEO, China International Capital Corporation Ltd”

'This book cuts right to the leading-edge strategies of technology companies in B2B markets highly recommended reading for all managers from this field.' Peter Loescher, President and Chief Executive Officer, Siemens AG

'By forging a close link between practical and theoretical insights, Olaf Ploetner provides a compelling action plan for technology companies and their challenges, now and in the future.' Das Narayandas, Senior Associate Dean, Harvard Business School

'Counter Strategies uncovers one of the most important strategic paradigm shifts of our time. Managers and consultants in technology-based industries should not ignore this book.' Hans-Paul Buerkner, President and Chief Executive Officer, The Boston Consulting Group

'Olaf presents an in-depth look at the strategic global trends in the technology sector of B2B markets. His comprehensive analysis, supported by extensive research and historical context makes for insightful reading. I recommend this as an essential reference for the business leaders in the technology sector of developed and emerging economies.' N. R. Narayana Murthy, Founder and Chairman Emeritus, Infosys Limited

'Olaf Ploetner doesn't just ask questions. He delivers answers and solutions. Big ideas and original thinking are presented in a clear, concise style.' Hermann Simon, Chairman, Simon, Kucher & Partners and author of Hidden Champions of the 21st Century

'Financial services managers and analysts now have a powerful new tool to decode current trends in technology markets.' Levin Zhu, CEO, China International Capital Corporation Ltd

OLAF PLÖTNER Associate Dean of Executive Education at ESMT European School of Management and Technology, Germany, and Managing Director of ESMT Customized Solutions GmbH.

Counter Strategies explores the situation of technology-based companies in global B2B markets. New customer segments in these fast developing economies and up-coming low-cost competitors have ruptured the market landscape and challenge established suppliers. To keep their leading role, companies like Siemens, GE, Alstom, Mitsubishi, as well as many mid-sized companies in the developed countries, need to change the very characteristics product focus, technical sophistication, and high-end quality that previously made them strong. They either have to develop new products that fit the growing demand of the new customer segments or create market barriers by developing complex service solutions, or both. Given the problems regarding product development, pricing, branding, sales-force management, development of employees' skills, company organization and culture which are going to follow these changes and disruptions, Ploetner draws a new blueprint for global B2B-companies and the mindsets of those thriving there.

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