Rethinking marketing programs for emerging markets niraj dawar and amitava chattopadhyay niraj dawar is associate professor of marketing and walter a. Dawar sets up a dichotomy between upstream value, the valuecreation activities related. Download as docx, pdf, txt or read online from scribd. An interview with niraj dawar, professor of marketing, ivey business school 1 interview no wonder the idea of putting customers. First, the sources and locus of competitive advantage now lie outside the firm, and advantage is accumulativerather than eroding over time as competitors catch up, it grows with experience and knowledge. This tilt downstream requires a rethink of the traditional principles of strategy. It is a misconception that the dominant businesses of silicon valley are technology companies.
Devising a china market strategy harvard case study solution and hbr and hbs case analysis. I am the barford professor of marketing at the ivey business school, canada. Niraj dawars research focuses on brand equity and brand management issues. Niraj dawar is a professor emeritus from the marketing group at the ivey business school. Niraj dawar why conglomerates thrive outside the u. We use cookies to offer you a better experience, personalize content, tailor advertising, provide social media features, and better understand the use of our services. His argument is one that should make executives across the entire enterprise take notice. When marketing is strategy harvard business publishing education. I study marketing, brands, consumer behaviour, and strategy. Thompson faculty fellow at the richard ivey school of business, university of western ontario, canada. When marketing is strategy strategic management innovation. Customers often appreciate how they interact with their. Shifting your strategy from products to customers book. Shifting your strategy from products to customers, ivey business school professor of marketing niraj dawar provides the muchneeded context for why companies have to view satisfying customers as paramount.
Marketers are still caught up in the game of brand messaging. When marketing is strategy a lesson for solution providers. That game was relatively easy to play when the choices were con. Brands will focus on influencing ai algorithms and will compete for placement on the assistants platforms. Dawar argues that companies upstream activities such as sourcing. He points out that downstream competitive advantage comes from outside of the company, from the customers and other external stakeholders. In the final chapter, niraj dawar suggests several implications for strategy, observing, the tilt to downstream competitive advantage carries three implications that go to the heart of strategy.
A version of this article appeared in the mayjune 2018 issue pp. Niraj dawar is a professor emeritus, marketing, at ivey business school, university of western ontario, which is one of the premier business schools in the world. Jason stornelli is a doctoral candidate at the stephen m. First, its locus is no longer within the firm, but resides increasingly downstream, in the. Marketing will soon become a battle for ai assistants attention, says dawar. He is professor of marketing at the ivey business school in canada and hong kong. Griffith, michigan state university marketing and society elizabeth s. Tilt will help you grasp the global nature of this downstream shift and its. A central premise of relationship marketing theory is that economic benefits flow from retaining customers. As marketing professor niraj dawar compellingly argues, advantage is now found downstream, where companies interact with customers in the marketplace. His press commentary has appeared in the financial times, the international herald tribune, and the globe and. A marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time. Rebuilding the relationship between manufacturers and.
When marketing is strategy free download as word doc. Assign 3 when marketing is strategy module 1 assignment. Marketing in the age of alexa an interview with niraj. Consumers use of brand name, price, physical appearance, and retailer reputation as signals of product quality niraj dawar. The authors would like to thank reinhard angelmar, hans. Right now, worldwide, the top 6 food and beverage companies. Good marketing has always sought those moments, or touch points, when consumers are open to influence. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization.
Most marketing leaders say that driving business growth is their top priority. When marketing is strategy why you must shift your. This new center of gravity demands a rethink of longstanding strategy principles. View a better way to map brand strategy from marketing 101 at iim bangalore.
His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behaviour. Module 1 assignment 3 article when marketing is strategy written by niraj dawar hbr, 20 1. Marketing on platforms once the dust settles, we expect that just a handful of generalpurpose ai platforms will be left standing. Shifting your strategy from products to customers by. When marketing is strategy customers and the marketnot the factory or the productnow stand at the core of the business. Niraj dawar a better way of mapping brand strategy. Niraj dawar is a strategic thinker and author who has worked with leading organizations on three continents. The arrival of a multinational corporation often looks like a death sentence to local companies in an emerging market. What is the difference between upstream and downstream competitive advantage 2.
Paul anderson is professor of marketing at the pennsylvania state university, university park, pa 16801. Tilt will help you grasp the global nature of this downstream shift and its profound implications for. Sure, when you think of the venerable old names such as intel and hp, semiconductor chips and hardware based on those chips come to mind. Corporate strategy emerging markets marketing strategy. In return, brands will be able to get data on consumers from the platforms. When marketing is a strategy upstream and downstream activities 2. And, despite the wide range of industries are the leaders they studied, the answers they got were surprisingly similar. The concepts are quite sound the language used in this book is a unique way to talking about creating strategic business value through marketing.
He has worked with senior management teams in companies in the technology, banking, and consumer goods industries. Corporate strategy information technology marketing strategy. Marketing strategy about the author niraj dawar is the nabisco professor of marketing at the richard ivey school of business, university of western ontario, london, ontario. He points out that downstream competitive advantage comes from outside of the company, from the customers and other. Niraj dawar is a professor of marketing at the ivey business school canada and hong kong and a renowned marketing strategy expert. Niraj dawar is a professor of marketing at western universitys richard ivey school of business in london, ontario, canada. Niraj dawar is a professor of marketing at the ivey business school and the author of tilt.
Rashi bisaria spoke to the professor at the ivey business school canada and hong kong about the success of the book, the message of customer. Harvard case study solution and hbr and hbs case analysis. Its very applicable for anyone in a salesmarketing role. Moore, university of notre dame brand marketing and communications niraj dawar, university of western ontario entrepreneurship and innovation erwin danneels, worcester polytechnic institute.
Does competitive advantage decrease or increase with a downstream perspective. But local companies often have more options than they might think, say the authors. Companies that understand the stages of consumer purchasing decisions have an outsized influence in their outcome. Semantic scholar extracted view of when marketing is strategy why you must shift your strategy downstream, from products to customers by niraj dawar. Business groups, which straddle numerous unrelated businesses, are flourishing in.
Tilt shifting your strategy from products to customers niraj dawar p70 tilt. He earned his phd from pennsylvania state university. Niraj dawar is a professor of marketing at the ivey business school, canada. B2b brand architecture steve muylle niraj dawar deva rangarajan this article, based on work with dozens of businesstobusiness firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. Ross school of business at the university of michigan in ann arbor, michigan. Niraj dawar is a professor of marketing at the ivey. A better way to map brand strategy marketing a better. Marketing strategy expert niraj dawar on the importance of. Marketing a better way to map brand strategy by niraj dawar and charan k.
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