Competing in Customer Driven Markets: A Holistic Approach by Amila Jayarathne
N. Jayantha Dewasiri
Faculty of Management Studies and Commerce,
University of Sri Jayewardenepura, LK
Dr. N. Jayantha Dewasiri is a Visiting Lecturer in Marketing and Finance, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka. He holds a Doctor of Philosophy from the University of Colombo, Sri Lanka. He has presented many research papers in international and local conferences and also published research articles in highly recognized journals published by EMERALD, SAGE, and etc. Based on the methodology applied in the Ph.D. study and through a competitive review process, he has been awarded a University of Michigan Mixed Methods Program International Student Scholarship. One of his research articles entitled “Triangulation approach in Finance research” has been awarded as the “Outstanding Paper Award” at the 14th International Conference on Business Management: December 2017, conducted by University of Sri Jayewardenepura, Sri Lanka. Dr. Dewasiri is an industry specialist in the management discipline.
In order to become market-driven, companies need to identify the right market signals, build sensing capabilities, define demand-shaping products, and successfully translate the demand signal to create an effective response. In turn, firms expect to develop and maintain a competitive advantage for a longer period of time, the so-called sustainable competitive advantages. This discussion of competition and gaining sustainable competitive advantage has been evolved with a long history. However, in the discipline of marketing, the discussion of competition is mostly developed around the three generic approaches for developing competitive position according to Michael Porter, even though recent marketing textbooks have slightly discussed some marketing implications beyond the company perspective. It is worth noting that supply chain books mainly discuss the beyond firm operation, though their concern on competition is marginal. However, this book, titled Competing in Customer Driven Markets: A Holistic Approach, discusses a different perspective of competition, challenging the traditional perspective that limits mostly to the firm level. The new perspective of competition discussed in this book has a broader outlook extending the scope of competition to the supply network level.
How to Cite:
Dewasiri, N.J., 2020. Competing in Customer Driven Markets: A Holistic Approach by Amila Jayarathne. Sri Lanka Journal of Social Sciences, 43(1), pp.53–54. DOI: http://doi.org/10.4038/sljss.v43i1.7862
30 Jun 2020.