Customer in the Boardroom: Crafting Customer-Based Business Strategy

by Rama Bijapurkar

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-centred 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.

Replete with anecdotes, examples and cases from India Inc, 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.

285 pages, Kindle Edition

Published February 6, 2023

About the author

Rama Bijapurkar is one of India's most respected thought leaders on market strategy and consumer related issues in India. She is also a keen commentator on social and cultural changes in the evolving liberalizing India. She has her own market strategy consulting practice and works with an impressive list of Indian and global companies, guiding the development of their business-market strategies. She describes her mission as bringing "market focus to business strategy".

Rama serves as an independent director on the boards of Infosys Technologies, CRISIL, Axis Bank, Godrej Consumer Products, Give Foundation (a not-for-profit company) and Mahindra Holidays & Resorts India Ltd.

An alumna of the Indian Institute of Management, Ahmedabad, Rama continues to be involved with her alma mater where she is a Visiting Faculty and also serves on the Board of Governors.

Rama's work experience has been in market research and strategy consulting and includes leadership positions with McKinsey & Company, MARG (now AC Nielsen India), and full time consulting with Hindustan Lever (now Hindustan Unilever India).