"In an age where even the best products are quickly imitated, businesses must constantly find new ways to outpace competitors. Successful companies differentiate themselves not just with superior products, but also by how they behave toward their customers at every touchpoint: service, product development, marketing, branding, bids and proposals, presentations, negotiations, and more.

Behavioral Differentiation is emerging as the ""final frontier"" in competitive strategy, and "Winning Behavior" shows how leading companies use it to exceed expectations and outperform competitors. This...

David G. Pugh examines the evolution and shape of the cult of masculinity in nineteenth-century America. The author contends that the men of the time had been cut loose from their traditional cultural moorings and required a leader with strength, endurance, and bravado. They sought these mythical Jacksonian qualities as a defense against aimless drifting and the anonymity and real dangers of the frontier. Attitudes of nineteenth-century men toward women and heterosexuality are revealed as a web of sexual anxieties, repression, and sublimation that fostered the conviction that manliness...

"In their book "Winning Behavior," Terry Bacon and David Pugh showed how great companies outperform good ones through ""behavioral differentiation"" -- going beyond superior products and dependable service to connect with customers at every touchpoint. "The Behavioral Advantage" broadens the concept, applying behavioral differentiation to the business-to-business arena.

The best B2B companies depend on a multifront approach to business interaction, and "The Behavioral Advantage" reveals the secrets behind what is essentially a chess game with competitors. To win the game, companies...