Daring Brands in demanding, discriminating developed markets: How developing market brands need to work smarter, not just harder to become premium global brands.

By | January 13th, 2020|Uncategorized|

There are several studies that show that developing market brands suffer from country of origin disadvantage or “liabilities of origin,” and these perceptions are very difficult to change quickly because of heuristics or mental shortcuts people take to make decisions. “Marketing research has conclusively demonstrated that country of origin elicits powerful consumer reactions; the reactions [...]

Top 5 Benefits to Businesses from Key Account Management

By | December 10th, 2019|B2B Customer Engagement|

According to a recent Harvard Business Review article, depending on the industry, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one. Moreover, in business markets, key customers account for greater amounts of suppliers’ business. For example, Walmart contributes to about 20% of P&G’s business. Similarly, Tetra Pak earns [...]

The B2B Elements of Value

By | November 14th, 2019|Business-to-Business Marketing|

Value as a cornerstone in B2B is a familiar idea. And the value is arrived at through the various value elements. Traditionally, these value elements were all understood to be equally important. New research by Almquist, Cleghorn, and Sherer (2018) finds that there is a hierarchy of elements, which have probably emerged through the evolution [...]

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