All articles by Samrat Sharma

Marketing was already at a defining moment, but COVID-19 has hastened the need for transformation.

A new approach can help CPG companies introduce products with the right features, price, and packaging.

Holding fast to the two myths that have long dominated strategy in consumer-oriented industries — that bigger companies win, and that one or two players control every product category — can get a firm into trouble. A capabilities-driven strategy can provide a better path to profit.