On top of everyone’s mind is when will the COVID-19 nightmare end? Based on the modelling done by Rajesh Singh and B. Adhikari, illustrated in the figure above, which is making waves in the governmental and corporate circles in the country, there seems to be light at the end of the tunnel. Of course, hopefully [...]
Daring Brands in demanding, discriminating developed markets: How developing market brands need to work smarter, not just harder to become premium global brands.
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 [...]
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 [...]
B2B is estimated to be a $1 trillion global market opportunity. A recent study by NetApp and Zinnov shows that between 2014 and 2018, the number of B2B startups in India more than tripled from 900 to 3,200. B2B startups grew from 26% in 2014 to 43% in 2018 as a percentage of total tech [...]
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 [...]