{"id":7460,"date":"2023-01-15T21:32:44","date_gmt":"2023-01-15T20:32:44","guid":{"rendered":"https:\/\/illmatik.com\/V2\/?p=7460"},"modified":"2025-10-26T10:27:20","modified_gmt":"2025-10-26T09:27:20","slug":"le-mythe-de-lexcellence","status":"publish","type":"post","link":"https:\/\/illmatik.com\/V2\/le-mythe-de-lexcellence\/","title":{"rendered":"Le mythe de l&rsquo;excellence"},"content":{"rendered":"<p><strong>Dans leur livre titr\u00e9 <em>\u00ab Le Mythe de l\u2019excellence \u00bb<\/em>, les futuristes Ryan Mathews &amp; Fred Crawford nous expliquent pourquoi et comment dominer un march\u00e9, s\u2019y diff\u00e9rencier mais aussi se contenter de r\u00e9pondre \u00e0 ses attentes de ce march\u00e9.<\/strong><\/p>\n<p>Au c\u0153ur du mod\u00e8le d\u00e9velopp\u00e9 par ces sp\u00e9cialistes am\u00e9ricains, il y a 5 attributs \u00e0 consid\u00e9rer : Le produit, le prix, l\u2019acc\u00e8s, le service et l\u2019exp\u00e9rience.<\/p>\n<p>Le mythe de l\u2019excellence nous dit que, pour qu\u2019une entreprise ait de la clart\u00e9, de l\u2019honn\u00eatet\u00e9 et de la transparence avec ses clients, elle ne peut vraiment pas dominer ni m\u00eame se diff\u00e9rencier sur les cinq attributs.<\/p>\n<p>Que faut-il faire donc ? La strat\u00e9gie gagnante pour une entreprise consiste \u00e0 dominer dans un attribut, \u00e0 se diff\u00e9rencier dans un second attribut compl\u00e9mentaire et \u00e0 r\u00e9pondre aux attentes du march\u00e9 dans les trois autres attributs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans leur livre titr\u00e9 \u00ab Le Mythe de l\u2019excellence \u00bb, les futuristes Ryan Mathews &amp; Fred Crawford nous expliquent pourquoi et comment dominer un march\u00e9, s\u2019y diff\u00e9rencier mais aussi se contenter de r\u00e9pondre \u00e0 ses attentes de ce march\u00e9. Au c\u0153ur du mod\u00e8le d\u00e9velopp\u00e9 par ces sp\u00e9cialistes am\u00e9ricains, il y a 5 attributs \u00e0 consid\u00e9rer&hellip;<\/p>\n","protected":false},"author":1,"featured_media":7462,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[88,85],"tags":[],"thb-sponsors":[],"class_list":["post-7460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-economie"],"_links":{"self":[{"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/posts\/7460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/comments?post=7460"}],"version-history":[{"count":2,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/posts\/7460\/revisions"}],"predecessor-version":[{"id":7908,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/posts\/7460\/revisions\/7908"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/media\/7462"}],"wp:attachment":[{"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/media?parent=7460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/categories?post=7460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/tags?post=7460"},{"taxonomy":"thb-sponsors","embeddable":true,"href":"https:\/\/illmatik.com\/V2\/wp-json\/wp\/v2\/thb-sponsors?post=7460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}