Researcher, academic, independent director on several Indian blue-chip boards, author of widely acclaimed books on Consumer India and on business-market strategy, Rama Bijapurkar is a recognised thought leader on market strategy and consumer behaviour as well as a keen commentator on social and cultural change in India.
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.
Replete with anecdotes, examples and cases from India Inc, 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.
Rama's book mixes anecdote, theory and practice in a way that will be found immensely useful by every business leader who needs to make the customer.Rama is a tireless and brilliant advocate for embedding customer insight into business strategy. This book is a great blend of her experience in strategy consulting and teaching.