Thursday, May 22, 2008

Marketing - Servicing Capability Balance

Servcing capability comes in security market intermediaries with investment in physical facilities, data processing and document production and reproduction capabilities and in human resources apart from buying memberships of various exchanges. As firms invest more and more in servicing capability, they need to invest more in devoping a market their services. Unless they have a big market to cater to they cannot recover their investment in servicing capability.

"The high level of investment necessary to maintain production capabilities and rising cost of R&D for product differentiation, makes strong marketing capabilities and unique brands pre-requisites for modern companies to cover these heavy investments. How can companies and management teams catch up?"

Martin Roll is CEO of Venture Republic and a strategic advisor on branding excellence to corporate boards and top-management teams, provides his view on the above question in an article.

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