In an era of increasing service commoditisation, firms that seek to rise above tactical positioning or product attribute-based competition, will need to develop 'thought leadership' i.e. produce cutting edge insight on a relevant business or management issue; insight that is pioneering, sophisticated, practical and ultimately, promotes new thought or understanding on a given subject.

Thought leading content can take many forms - white papers, CXO surveys, industry and issue-based analyses, case studies, best practices and benchmarking commentaries - but is essentially intended to be intrinsically appealing for the service provider's target audience (CXOs) and is aimed at providing the 'sponsor' with inimitable communication messages and positioning.

In this manner, it generates lasting intellectual associations within the minds of business executives and other stakeholders.

IMA India's initiatives in this domain are geared towards creating innovative and ground-breaking research for consulting firms, banks and financial services firms, IT and technology firms and other business-to-business service providers. Through such research, IMA India helps brands to become revered authorities in their domains, and achieve strategic and lasting differentiation...

To know more about the thought-leading research that IMA India can produce for your company's intellectual proposition, write to Akhil Mohan, Vice President.