differentiate or burn cash

 US$33.87 billion and rising – the market capitalisation of UBER  For the past 11 years, considerable controversy has surrounded UBER. Questions have been raised about the likelihood of the business ever achieving profitability, the ethics of destroying the taxi industry in many parts of the world, and the real objectives of the business. What is […]

 US$33.87 billion and rising – the market capitalisation of UBER  For the past 11 years, considerable controversy has surrounded UBER. Questions have been raised about the likelihood of the business ever achieving profitability, the ethics of destroying the taxi industry in many parts of the world, and the real objectives of the business. What is not controversial, however, is the significant impact, for better or for worse, of UBER and its offshoot, UBER Eats.  Interestingly, the business has carved out a significant share of the people moving business in many countries since it commenced operations in 2009. UBER now has a market capitalisation of US$33.87 billion.The major factor that has driven the success of UBER, and indeed, many other disruptors is – ‘effective product differentiation’. These words will be used repeatedly in this paper, so let’s begin our discussion by defining them. “Effective’ is, of course, a qualitative term.  In this…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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