Positioning the brand

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 Introduction Few organisations operate in a static environment. As we move toward the last years of the 20th century, the pace of change in Markets across the globe has accelerated with the result that products have shorter life-cycles. An innovation or a new product development can make other products obsolete overnight. It is said that the research and development of new products is both creative and destructive. As new products are launched others fall by the wayside. The major effect of this pace of development…

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