Beyond the consumer’s perspective

Abstract

Digital technology widens the scope of a product’s utility. Marketers should exploit this opportunity Changing environment, lifestyles, fragmentation of markets and the digital impact on consumerism has created several opportunities for branding and product management. These opportunities may not be readily discernible (in terms of managerial perspectives).

Traditional product management brought in consumer perspective to design and execute a product. While it is equally significant in the digital domain, it is important to understand that the consumer may not realise the best alternative to his needs given the diversity of needs and the infinite ways to digitally satisfy them. Read more at: https://www.thehindubusinessline.com/catalyst/Beyond-the-consumer%E2%80%99s-perspective/article20848841.ece