Customer in the Boardroom?: Crafting Customer-Based Business Strategy (Paperback)
  • Customer in the Boardroom?: Crafting Customer-Based Business Strategy (Paperback)

Customer in the Boardroom?: Crafting Customer-Based Business Strategy (Paperback)

Paperback 256 Pages / Published: 04/04/2016
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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.

Publisher: SAGE Publications India Pvt Ltd
ISBN: 9789351509370
Number of pages: 256
Weight: 400 g
Dimensions: 241 x 158 mm


Rama Bijapurkar's book comes right at the time when one was reconciled to think that there was no thought leader in India who was thinking of putting the customer at the core of the strategic exercise. 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 central to business strategy.

-- K.V. Kamath

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.

-- Anand Mahindra

This is a book on strategy with a refreshing perspective that makes customer-based business strategy practical and doable, not just desirable. It proposes a framework for how to make customers the centrepiece of business strategy, business plans and business metrics. It looks at strategy from a demand perspective rather than a supply perspective and makes the point that customers are too important to be left to the marketing and sales people alone!

-- Vinita Bali
[The book] highlights importance of adopting customer-centred strategies by the organization if they want their business to be sustainable and grow profitably.... This book is a sum total of vast is a source of inspiration and guidance for every organization. -- Journal of Marketing and Communication, Vol 22, May- August 2013

This book based on the framework "Customer-Based Business Strategy" for emphasizing customer centricity in business discusses how to create wealth for business through addition of value to the customer... This book is a source of inspiration and guidance for every organization.

-- Journal of Marketing & Communication, 2012

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