In the Harvard Business Review article, When Marketing is Strategy, author Professor Niraj Dawar makes the case for moving marketing strategy downstream towards the customers. He points out that downstream competitive advantage comes from outside of the company, from the customers and other external stakeholders. In order to compete and win downstream he calls for a shift in focus to downstream efforts such as how you define your “ Read More→
In his article, The New Metrics of Market Success, Mason Tenaglia is calling for the application of new market metrics in order for pharmaceutical companies to “align their strategies around the push for greater profitability, putting them on the right track for growth – right to the end of the product cycle.” Read More→
In his article, Product Positioning 2.0, author Dr. Stan Bernard offers the reader four i-Bite (information bites) ways to position products.
- Sooner – Be first sooner
- Simpler – Be “i-Bite” concise
- Better – Create a better product perception
- Clearer – Clarify and consistently communicate your positioning
This advice is based on the understanding that we are now in a “Pharma 2.0” Read More→