Racing past the barriers: the success of the Apache motorcycle in India
Poonam Kumar and Prasad Narsimhan
With the help of innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with the consumer through the brand.
Racing past the barriers: the success of the Apache motorcycle in India
Poonam KumarMotivational Research, APAC Region, TNS Asia, India
Prasad NarsimhanTVS Motor Company, India
PREFACE
This paper demonstrates client success achieved by responding to the challenges...