Manage the Reputation, Rethink the e-Proposition

11th Dec 2000
This paper starts with the fundamental economics premise that "all options for a share of the customers mind or wallet are in some sense mutually competitive", and uses this as the basis for a discussion of consumer behavior - with particular reference to trends in present-day India. The psychological and social issues of product branding are examined in depth, and the paper exposes some of the fallacies of traditional theory when this is related to the hotly contested open market of internet and web-based commerce. The paper concludes by claiming that "it is time ... managements learnt that trust in reputation is the foundation of loyalty, not the brand name or the companys origins per se. Reputation in turn derives its power only by customers comparisons i.e. in relative terms."

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