Author: Shikha Jain

In this article, the author discusses how Business-to-Consumer (B2C) companies can apply tactics in pricing, sales, and marketing to edge out competitors and find success during times of volatility. Consumer business executives must continue to invest in sales and marketing budgets and apply them strategically. Similarly, leaders must know how to respond quickly to address and capitalize on changing consumer spending behaviors, as the author explains. Shikha Jain is a Partner in the Boston office of Simon-Kucher & Partners. She can be reached at shikha.jain@simon-kucher.com. Landon Echols, Manager, and Kevin Mulumba, Senior Consultant, also contributed …Read More