IKEA is one of those iconic global brands that people either love or hate. Customers in Europe, where it has been operating for the longest time, love the cheap prices and the clean Scandinavian design sensibility. On the other hand, those who hate IKEA deride its cheap furniture and impossible to understand instructions for assembling…
Tag: Value Proposition
What is Strategy?
My first teaching assignment at SMU (Singapore Management University) was teaching the core strategy course in the DBA (Doctor of Business Administration) program. This was an interesting assignment. Despite a thirty-year teaching career, I had previously never taught a strategy course. Of course, over the years, there had been many comments by students of my…
Two Biggest Lies in Marketing
There is a common perception that all marketers are liars! I am not going to comment on this. Instead, I will focus on the two biggest lies that I have observed in marketing using an example that was elaborated in my book Value Merchants (co-authored with James Anderson and Jim Narus) targeted to business marketing…
Nirmalya Kumar 