ISBN 9788132106357,Customer in the Boardroom? : Crafting Customer-Based Business Strategy

Customer in the Boardroom? : Crafting Customer-Based Business Strategy



SAGE Publications Ltd

Publication Year 2012

ISBN 9788132106357

ISBN-10 8132106350

Hard Back

Number of Pages 260 Pages
Language (English)


Is the Customer In Your Boardroom? The business strategies of most companies in India are marked by the supply-sided, tunnel vision of the market and obsessively competitor-centred approaches. Customer in the Boardroom? highlights the need for companies to embed customer centricity into the heart of their business strategy development process, if they are to continue to grow profitably and secure their future. Rama Bijapurkar presents a compelling treatise on how to develop business strategy around the world of customers rather than the world of competitors. She draws a sharp distinction between the 'market = industry size' and the 'market = customers with needs' bases for developing business strategy. The book proposes Customer-Based Business Strategy (CBBS), a lucid and simple framework for the successful assimilation of customer-centricity in business strategy. The framework provides a blueprint for defining and choosing market segments, developing rivalry propositions, creating value delivery systems, reading markets and gaining customer insight, reading macro trends, strengthening strategy foundation analyses, removing organizational roadblocks and more. The book draws on the author's vast experience in consulting and teaching and places equal emphasis on both the theory and the practice of bringing the customer into the boardroom. The text is replete with anecdotes, examples and cases from India Inc. and is equally applicable to both B2B and B2C businesses. Written in the author's inimitable and accessible style, the text is an effortless and effectual read. Within these pages exists the roadmap for developing winning businesses strategy that enables businesses to beat competitors by providing value to the customer, in a way that competitors will find hard to imitate. About the Author Rama Bijapurkar is one of India's most respected thought leaders on market strategy. She is also a keen commentator on social and cultural changes in liberalizing India. She has her own market strategy consulting practice and works with an impressive list of Indian and global companies, guiding the development of their business-market strategy. She describes her mission as bringing 'market focus to business strategy'. Rama writes and speaks extensively in global forums on emerging market strategy and on India's Consumer Economy. She serves or has served as an independent director on the boards of leading Indian companies like Infosys Technologies, CRISIL, Axis Bank, Godrej Consumer Products, Mahindra Holidays & Resorts India Ltd., Bharat Petroleum. An alumna of the Indian Institute of Management, Ahmedabad (IIMA), India, Rama continues to be involved with her alma mater, where she is a visiting faculty and also serves on the board of governors. Rama's work experience has been in market research and strategy consulting and includes McKinsey & Company, MARG (now Nielsen India), MODE Services (now TNS India) and full-time consulting with Hindustan Lever (now Hindustan Unilever Ltd). She holds a Post Graduate Diploma in Management from IIMA, and a Bachelor of Science (Honours) in Physics from University of Delhi, India. Her last book, We Are Like That Only: Understanding the Logic of Consumer India (Indian edition by Penguin), has been well-received and favourably reviewed. The international edition is titled Winning in the Indian Market: Understanding the Transformation of Consumer India (John Wiley & Sons).