The three aspects of ensuring success for any entrepreneur are innovation, ability to use innovation to create service and products that add value to customers, and the ability to communicate the value to customers, according to Infosys chairman N R Narayana Murthy.
While it was too much of money in hand and a high-flying corporate career to sacrifice, the thrill and adventure to control her own destiny tilted the balance in favour of entrepreneurship for Jessie Paul, who quit a Rs 60 lakh per annum job at Wipro to start her own company.
No Money Marketing shows how an emerging brand can spot and tap into its marketing ecosystem of all stakeholders, and compete successfully with established brands for market share.
Apparel company Murjani Group is leading the charge, bringing Western labels such as Tommy Hilfiger and Calvin Klein to Indian shoppers.
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