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. His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behaviour. An interview with niraj dawar, professor of marketing, ivey business school 1 interview no wonder the idea of putting customers. Niraj dawars research focuses on brand equity and brand management issues. Marketing a better way to map brand strategy by niraj dawar and charan k. Corporate strategy information technology marketing strategy. Niraj dawar is a professor emeritus from the marketing group at the ivey business school. Assign 3 when marketing is strategy module 1 assignment. Niraj dawar is a professor of marketing at the ivey business school, canada. In the past three years, marketing professor mark vandenbosch and niraj dawar put this question to more than 1,500 senior executives in interviews and group discussions. 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.
When marketing is strategy why you must shift your. 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. Rebuilding the relationship between manufacturers and. But local companies often have more options than they might think, say the authors. The arrival of a multinational corporation often looks like a death sentence to local companies in an emerging market. Consumers use of brand name, price, physical appearance, and retailer reputation as signals of product quality niraj dawar. Paul anderson is professor of marketing at the pennsylvania state university, university park, pa 16801. Companies that understand the stages of consumer purchasing decisions have an outsized influence in their outcome. A better way to map brand strategy marketing a better. That game was relatively easy to play when the choices were con.
Download as docx, pdf, txt or read online from scribd. Marketing in the age of alexa an interview with niraj. When marketing is strategy harvard business publishing education. He points out that downstream competitive advantage comes from outside of the company, from the customers and other. His argument is one that should make executives across the entire enterprise take notice. The concepts are quite sound the language used in this book is a unique way to talking about creating strategic business value through marketing. 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. This tilt downstream requires a rethink of the traditional principles of strategy. Marketing strategy expert niraj dawar on the importance of. Tilt shifting your strategy from products to customers niraj dawar p70 tilt. He is professor of marketing at the ivey business school in canada and hong kong. Shifting your strategy from products to customers by. Dawar sets up a dichotomy between upstream value, the valuecreation activities related. He earned his phd from pennsylvania state university.
He points out that downstream competitive advantage comes from outside of the company, from the customers and other external stakeholders. Customers often appreciate how they interact with their. 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. Corporate strategy emerging markets marketing strategy. 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. Harvard case study solution and hbr and hbs case analysis.
Rethinking marketing programs for emerging markets niraj dawar and amitava chattopadhyay niraj dawar is associate professor of marketing and walter a. Semantic scholar extracted view of when marketing is strategy why you must shift your strategy downstream, from products to customers by niraj dawar. Brands will focus on influencing ai algorithms and will compete for placement on the assistants platforms. This new center of gravity demands a rethink of longstanding strategy principles. Griffith, michigan state university marketing and society elizabeth s.
Devising a china market strategy harvard case study solution and hbr and hbs case analysis. 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. Tilt will help you grasp the global nature of this downstream shift and its. When marketing is strategy free download as word doc. When marketing is strategy customers and the marketnot the factory or the productnow stand at the core of the business. Niraj dawar is a professor of marketing at the ivey business school canada and hong kong and a renowned marketing strategy expert. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization.
Marketers are still caught up in the game of brand messaging. I study marketing, brands, consumer behaviour, and strategy. Does competitive advantage decrease or increase with a downstream perspective. Most marketing leaders say that driving business growth is their top priority. In return, brands will be able to get data on consumers from the platforms. 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. View a better way to map brand strategy from marketing 101 at iim bangalore. Right now, worldwide, the top 6 food and beverage companies. When marketing is strategy why you must shift your strategy. As marketing professor niraj dawar compellingly argues, advantage is now found downstream, where companies interact with customers in the marketplace. What is the difference between upstream and downstream competitive advantage 2. When marketing is a strategy upstream and downstream activities 2. Moore, university of notre dame brand marketing and communications niraj dawar, university of western ontario entrepreneurship and innovation erwin danneels, worcester polytechnic institute.
A marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time. A central premise of relationship marketing theory is that economic benefits flow from retaining customers. He has worked with senior management teams in companies in the technology, banking, and consumer goods industries. Niraj dawar is a strategic thinker and author who has worked with leading organizations on three continents. Marketing on platforms once the dust settles, we expect that just a handful of generalpurpose ai platforms will be left standing. 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. I am the barford professor of marketing at the ivey business school, canada.
Niraj dawar a better way of mapping brand strategy. Niraj dawar is a professor of marketing at the ivey. When marketing is strategy a lesson for solution providers. Niraj dawar is a professor of marketing at the ivey business school and the author of tilt. 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. Marketing will soon become a battle for ai assistants attention, says dawar. Shifting your strategy from products to customers book. And, despite the wide range of industries are the leaders they studied, the answers they got were surprisingly similar. Its very applicable for anyone in a salesmarketing role. Thompson faculty fellow at the richard ivey school of business, university of western ontario, canada. Tilt will help you grasp the global nature of this downstream shift and its profound implications for. Good marketing has always sought those moments, or touch points, when consumers are open to influence.
It is a misconception that the dominant businesses of silicon valley are technology companies. When marketing is strategy strategic management innovation. A version of this article appeared in the mayjune 2018 issue pp. His press commentary has appeared in the financial times, the international herald tribune, and the globe and.