Mostra i risultati per autore "Niraj Dawar"

As protectionist barriers crumble in emerging markets around the world, multinational companies are rushing in to find new opportunities for growth. To local businesses this can seem like a death sentence. This article from Harvard Business Review explains how they can overcome - and even take advantage of - their differences.

Niraj Dawar, a professor of marketing at the Ivey Business School in Ontario, reports on how customers and the market now stand at the core of business – and how this requires a rethink of the traditional principles of strategy.

Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and making them central in their category.