Through revolving doors

It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the product's position and offer relevant and unique consumer benefits.

Through revolving doors

A holistic approach towards research and innovation

Neerja WableIMRBSharmila DasIMRBHarjyoti GhaiIMRB andRajan BhallaWhirlpool of India

BACKGROUND AND INTRODUCTION

Years ago, Henry Ford made a comment for his famous Model T: 'People can have it in any colour, as long as it is black'. Having brought about one of the most far-reaching innovations in history, he could afford to do so then. Not so in the current scenario … today's' mantra is 'Only the paranoid survive…' (Andy Grove, Former Chief, Intel). The current market situation is characterized by hyper competition...

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