With almost 1.4 billion inhabitants China is one of the most interesting consumer markets today for Western companies. More than ever, consumer insights founded on solid market research are required to enter the Chinese market and be successful. The Healthcare team at InSites Consulting recently turned to China for one of our clients operating within the healthcare sector. The goal: explore the Chinese health market, in particular in relation to health supplements.
As published on Switch & Shift on May 19, 2014. Back in 1983, David Ogilvy, the famous British advertising executive and ‘father of advertising’, doubted that more than 1 out of 100 advertising campaigns contains a big idea, highlighting the poor state of creativity in advertising. Instead of looking back, let us look forward and ask ourselves what the future holds where creativity is concerned.
As published on Switch & Shift on Monday April 21, 2014. We are all permeated by the wise words of the great strategist Michael Porter: “The essence of strategy is choosing what NOT to do.” This simple but powerful phrase highlights the essential importance of focus as a condition for business success, Porter making a distinction between three generic strategies to drive sustainable competitive advantage: cost leadership, differentiation and market segmentation.