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

By Rama Bijapurkar

"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
Chairman, ICICI Bank and Chairman, Infosys Ltd

"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
Vice Chairman and Managing Director, Mahindra & Mahindra Ltd

"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 centerpiece 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
Managing Director, Britannia Industries Ltd

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-centered 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.

• Format: Hardcover
• Language: English
• ISBN: 8132106350
• ISBN13: 9788132106357
• Release Date: April 2012
• Publisher: SAGE Publications Pvt. Ltd
• Length: 256 Pages
• Weight: 1.30 lbs.
• Dimensions: 10.3" x 1.0" x 6.5"