Customer Loyalty Is Overrated Why do companies routinely succumb to the lure of re-branding? The answer say A.G. Lafley and Roger L. Martin, the authors of “Customer Loyalty Is Overrated,” is rooted in serious misperceptions about the nature of competitive…
Firms are always looking to find an edge; ideally differentiation should be the prime motivator for any strategy. But often CEOs fall into chronic sameness, an inertia driven by a feeling that they must focus on cost, even cheapness, to…
Correctly aligning the 4P’s of marketing changes the fortune of a Liquor Company in North India. Moving from the position of being in threat of Sales Quota being reduced to by government to being the market leader and allocated the…