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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 2

Customer Value – Explored, Created, Communicated & Delivered Related to India’s e-commerce Market

“Innovation is whatever brings value to the consumer—it takes many forms, sometimes it’s a breakthrough in technology and sometimes it’s just about thinking different in the way we approach problems” says Andrew Garrihy, chief marketing officer for Western Europe at Huawei.

INDIA’S E-COMMERCE SPACE

India’s e-commerce space today is mainly dominated and defined by 2 players—Flipkart and Amazon. Flipkart is the fashion leader. After acquisition of Myntra and Jabong, Flipkart commands more than two-thirds of India’s fast growing online fashion retail market. Amazon is the tech power. Over 20 years of learnings in technology and online retail ...

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