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AlignTro Group's Top Picks: 

This page provides the  list of the best books covering various aspects of business, product, and go-to-market strategies. While this list reflects our own opinions, it has also been somewhat influenced by our partners and clients. It is important to point out that the books and articles listed here are not necessarily the most recent, but we think, the best in any given category. Simply put it, they are "must read" gems!  

We have also provided lists of recommended books and articles as well as guides and studies that could be categorized as (at least) very good in any given category. We will keep adding to all lists providing our own comments and reviews for your convenience, where applicable.   


 Corporate Strategy:

 Book: "Big Ideas to Big Results: Remake and Recharge your Company, Fast" by Michael T. Kanazawa and Robert H. Miles, FT Press, 2008

Net/Net: This book is very well stractured and is a no-nonsense, step-by-step, results driven approach to achieve business transformation. The key message is to align the entire organization by focusing on just a few core initiatives.

 Book: "Who Says Elephants Can't Dance: Inside IBM's Historic Turnaround" by Louis V. Gerstner, Jr., Harper Business, 2002

The book covers all fundamentals of a corporate turnaround as well as Gerstner's approach to strategy, alignment, execution and company culture. His letters (messages) to IBM executives and employees are management "classics" that could help executives to refine communication skills required in citical situations.   

 Product and Technology Strategy

 Book: "Product Strategy for High Technology Companies: Accelerating Your Business to Web Speed" by Michael E. McGrath, McGrowHill, 2nd Edition 2001

Net/Net: The book provides some good frameworks, concepts and models. The biggest contribution of the book is to put product strategies in a much wider context of corporate strategy, market positioning, competitive landscape, developing or buying technologies and global markets.   

 Book: "Winning at New products: Creating Value through Innovation" by Dr. Robert G. Cooper, Basic Books, 2011 (4th edition). 

Net/Net: Only one out of seven new products succeeds in the marketplace. The author outlines specific strategies for making sound business decisions at every step—from idea generation to launch. Dr. Cooper is behind a well-known Stage-Gate Process of New Product Development.

 Strategic Marketing  

 Book: "Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant" by W. Chan Kim and Renee Mauborgne, HBS Press, 2005.

Net/Net: The book provides new insights to competing in today's market place. Head-to-head competition is outdated, creating new uncontested market spaces delivers value and growth. 

 Book: "Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers" by Geoffrey A. Moore, Harper Business, 1991.

This book is a strategic marketing "classic" for technology companies. The author has introduced several new concepts that are now widely accepted in technology marketing: the chasm, the technology adoption life cycle with gaps, customer types by adoption timing, the whole product concept, the Value Triad, etc. Despite being 20 years old, this book is still a gem as are his other books!  

 Go-To-Market Strategies

 Book: "Go to Market Strategy: Advanced Techniques and Tools for: Selling More Products to More Customers More Profitably" by Lawrence G. Friedman, BH, 2002

Net/Net: The book covers all fundamental concepts including the Ten Commandments of GTM. This book is generic, however it contains cases and examples from technology companies (HP, Sony, IBM, Xerox, Yahoo, and others).

 To understand better why market and technology leadership are always preceded by thought leadership click here! 
 To familirize yourself with our quick assessment methodology  UpStream Alignment <> DownStream Execution click here! 
 To review AlignTro Group's top picks among the best books and articles with our comments click here!
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