An interview with Professor Nirmalya Kumar of London Business School, focusing on the need for marketers to assume the role of change agents, developing strategic thinking and cross-functional skills. Discusses the decline of marketing as an engine for growth, and the rationale underpinning continuous incremental innovation as opposed to radical market-driving innovation. Reports on the means of benefiting simultaneously from the efficiencies of global scale and the effectiveness of localization through the disaggregation of activities. Outlines the most important business challenges facing India today.
Content: Article
Authors: Nirmalya Kumar, Sarah Powell
Source: Emerald Now
Subjects: Change Management, Marketing / Sales
Authors: Nirmalya Kumar, Sarah Powell
Source: Emerald Now
Subjects: Change Management, Marketing / Sales
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