According to the BRIC report by Goldman Sachs, over the next 50 years, Brazil, Russia, India and China – the BRIC’s economies- could become a much larger force in the world economy.....Read More
I was in New York recently and looking for a good cup of coffee. As you know every shop in NYC is an eatery, but I could not get my cup of coffee, the way I like it. I hunted for Starbucks as no other Cappuccino would do for me. ....Read More
With increasing brand proliferation, media clutter and noise, marketers are always exploring new avenues to promote brands. One such opportunity is product placement in feature films. ....Read More
As Asia becomes the new growth engine for the world economy, most companies are looking to the region for business. It would, however, be inappropriate to treat Asia as one homogeneous region. A broad segmentation by ASEAN countries, Japan, India and China might.....Read More
Effective marketing means linking the deepest motivations of consumers with product meaning. And this link comes from an understanding of archetypes. An archetypal product identity when created.....Read More
As in the last issue, questions will be raised at the end of the article on some of the areas discussed. Responses are invited from readers and the best one will be published in the following issue of the BOSS....Read More
This issue onwards, there will be questions raised at the end of this column on some of the areas discussed. Responses are invited from readers and the best ones will be published in the next issue of BOSS....Read More
A lot has been said about kick-starting the rural economy to really make an impact on the sluggish industrial sector. There is a belief that the urban markets, to a large extent, are saturated and the growth thrust needs to be located in the hinterland. ....Read More
Beermakers in China and other developing markets saw their seasoned global brands go flat in the face of scrappy local rivals. What these companies learned the hard way is that the 86% markets behave differently from the 14% markets of developed nations.......Read More
