Customer Based Business Strategy

Indian Institute of Management Ahmedabad

How long?

  • 3 days
  • in person

Indian Institute of Management Ahmedabad


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Economics

Regardless of your specialization, economics surrounds you everywhere, and at some point in time, it will be necessary for you to understand the basic...

Read more about Finance

Finance is an integral and most important component of any business, so everyone needs to improve their competence in this area. Finance courses will ...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Read more about Strategy

In order to keep the company that you are managing or your own business competitive, you need to have a clear plan of action, in other words, you must...


Comprehensive course analysis

Unbiased reviews from past participants
Global companies alumni of this course worked for
Positions of participants who took this course
Countries where most past participants are from
Individual needs analysis

Who should attend

  • CXOs and CMOs, who participate at senior levels in driving the strategy and business planning exercises.
  • Heads of business units In B2B as well as B2C organizations. They would benefit more from the programme by sponsoring a team of top and senior executives.

About the course

Today’s domestic business environment is tough and uncertain. Macro economic factors affect demand, and costs; Competitors, both traditional and new age, are disrupting the market, regulators are constantly making new rules of the game and customer expectations are being shaped and reshaped by the choices available to them as well as by their life journeys.

In order to to achieve stability and meet growth and profitability aspirations in this environment, companies need to have an effective business strategy i.e. a well deliberated choice of paths to get to where they need or want to, and the capability to walk down those paths.

At the heart of an effective business strategy is a clear business-market game, a set of integrated and coherent choices of "Where the business wants to play" in the market (choices of which parts of the market to compete in and with what intensity), "How it wants to play" (how to develop winning value proposition taking into account the competitive advantages and dis-advantages the company has) and "When to play what game" (sequencing or staging of strategic moves)and to ensure that all the other elements of the business strategy are aligned.

Companies who do not have a clear business-market game respond to every disruption individually and "follow the market" ending up with pulling themselves in many different directions and incurring increased costs of complexity that eat into profitability.


The objective of this programme is to enable business leaders develop and execute a clear and winning business-market game, to keep their businesses healthy by embedding customer centricity into the business strategy development process based on the philosophy;

Programme Highlights

Takeaways from this Programme

Conceptual clarity

  • Understanding "disruption" and increased competition in terms of changes in customer behaviour, customer-demand structure and implications for business.
  • Understanding what customer centricity really is and how customer centricty in developing business strategy is different from downstream execution of functional marketing strategy and sales activity.
  • Understanding the idea of Customer Based Business Strategy , its advantages and differences compared to other supply side or microeconomic strategy development frameworks
  • Understanding the concept of the business-market game, its link with business strategy and frameworks.

Frameworks , tools and methodologies for developing a company's business-market game.

  • Customer based business strategy and business - market game frameworks.
  • Methodologies to read external changes , to see how the future will unfold and to assess the impact of these changes on customers and implications for business strategy.
  • Methodologies to embed customer centricity into the entire business strategy development process itself; how to make existing business strategy development processes / frameworks used by companies more customer centred.
  • How to do Customer based business - market segmentation, how to develop customer perceived value advantage over competition.


Amit Karna

Educational Qualifications PhD (Strategic Management) Indian Institute of Management Ahmedabad Academic Affiliation August 2014 onwards- Faculty Member, Business Policy (Indian Institute of Management Ahmedabad) March 2015 onwards- Chairperson, Centre for Innovation Incubation and Entrepreneursh...

Abhinandan K Jain

Prof. Abhinandan K Jain was associated with IIMA for 50 years in various capacities and was felicitated by former students in 2019. Fellow (IIMA), PGDM (IIMA) BE (Mech.: MBM Engg College Jodhpur) Major interests in customer based business strategy, marketing research for decision making, strate...

Customer Based Business Strategy at Indian Institute of Management Ahmedabad

From  INR 115 000$1,604
Add coaching to your course booking

Coaching can personalize and deepen learning for you and your organization.

Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Economics

When it comes to dealing with the economical side of any business process, it is essential to build a basic framework for studying market analysis, microeconomic and macroeconomic concepts, and competition models. How can an organization's objectives...

Read more about Finance

During Finance courses, you will get acquainted with a huge number of financial analyst tools and learn how to work with them. So, you will learn how to make and analyze financial reporting, calculate the main financial indicators of the company and ...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Strategy

Strategy courses contain a large amount of practice. You will be able to analyze the company's performance and make a strategic development plan. All practices are based on real cases that each of you may encounter. The courses will also introduce yo...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.