Niraj Dawar | Four quadrants of marketing to probe the consumer mind

Marketplaces in today’s society have shifted from a fixed place to something intangible existing in the consumer’s mind.   

Looking at markets from a different perspective, Professor Niraj Dawar and Charan Bagga, PhD ’15 and visiting assistant professor at Tulane University’s Freeman School of Business, have created a new way of mapping brands based on how central or distinctive they are in their product or service category. This new system is called a Centrality-Distinctiveness Map.

“Not all brands need to be central and distinctive to be successful. What matters is that their business model fits their place on the map,” said Dawar in an interview with The Globe and Mail.