Scribd Logo
Upload

Welcome to Scribd!

  • 135 views

    Summary of The Article "The Shifting Business Strategy From Products To Customers" Written by Niraj Dawar, Which Dobbed in Harvard Business Review As "When Marketing Is Strategy."

    Uploaded by

    2801 Dewan Foysal Haque
    Summary of the article “The Shifting Business Strategy From Products to Customers” written by Niraj Dawar, which dobbed in Harvard Business Review as “When Marketing is Strategy.”

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Summary of The Article "The Shifting Business Strategy From Products To Customers" Written by Niraj Dawar, Which Dobbed in Harvard Business Review As "When Marketing Is Strategy."

    Uploaded by

    2801 Dewan Foysal Haque
    135 views1 page
    Summary of the article “The Shifting Business Strategy From Products to Customers” written by Niraj Dawar, which dobbed in Harvard Business Review as “When Marketing is Strategy.”

    Original Title

    Summary of the article “The Shifting Business Strategy From Products to Customers” written by Niraj Dawar, which dobbed in Harvard Business Review as “When Marketing is Strategy.”

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Summary of the article “The Shifting Business Strategy From Products to Customers” written by Niraj Dawar, which dobbed in Harvard Business Review as “When Marketing is Strategy.”

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    135 views1 page

    Summary of The Article "The Shifting Business Strategy From Products To Customers" Written by Niraj Dawar, Which Dobbed in Harvard Business Review As "When Marketing Is Strategy."

    Uploaded by

    2801 Dewan Foysal Haque
    Summary of the article “The Shifting Business Strategy From Products to Customers” written by Niraj Dawar, which dobbed in Harvard Business Review as “When Marketing is Strategy.”

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    First Mid-Term Examination:

    Summary of the article “The Shifting Business Strategy: From Products to Customers”
    written by Niraj Dawar, which dobbed in Harvard Business Review as “When Marketing
    is Strategy.”

    For decades, businesses have sought competitive advantage in “upstream” activities related to
    making new products, building bigger factories, finding cheaper raw materials, improving
    efficiency, and so on. Nevertheless, the author Professor Niraj Dawar in his article has driven a
    new way for the marketers, and that is: how downstream, market-facing activities can impact a
    company’s planning around designing and delivering successful solution offerings. In this
    article, he argues that companies’ upstream activities – such as sourcing, production, and
    logistics are being commoditized or outsourced while downstream activities aimed at shaping
    consumers’ perceptions and reducing their costs and risks are emerging as the main sources of
    competitive advantage. He mainly points out that downstream competitive advantage comes
    from outside of the company, the customers, and other external stakeholders. Thus, he suggested
    moving marketing strategy downstream towards the customers. The pace and evolution of
    markets and now driven by customer’s shifting purchase criteria rather than by improvements in
    products or technology only.

    Nowadays, downstream activities are taking the reign in many industries, showing that valuing
    the customer is the main source of competitive advantage. The strategic objective of the
    downstream business is to impact how customers comprehend the importance of different
    purchase criteria and introducing new criteria. Customers became the center of focus of most
    industries; businesses are caring about their customers' needs more than their products and, it's
    innovation; this is the main reason for customer loyalty and companies' success. Each industry
    focuses on how to make its brand unique, not superior. For example, Volvo's heart is security
    while, BMW's anchor is excitement. Alone, the innovation of the product is not enough for brand
    positioning but is essential alongside the right communication and distribution. Technology
    innovations are positioned among the greatest threats, companies may face, but such changes
    may be dangerous only if they put downstream competitive advantage on the edge. Downstream
    tilt helps different companies in creating customer value, building competitive advantage. Both
    value and competitive advantage are found in the outside environment.

    Therefore, I think, Marketing is not only the strategy and maybe, not only a concept in the world
    of management, but marketing can give your product a purpose for customers to want it.

    You might also like