Business Daily from THE HINDU group of publications
Tuesday, Aug 05, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Tuesday, Aug 05, 2008 ePaper | Mobile/PDA Version | Audio |
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Info-Tech
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Outlook Marketing - Marketing Research Dexterity to focus on market research L.N. Revathy Coimbatore, Aug. 4 Dexterity is all set to move beyond knowledge process outsourcing to ‘marketing and customer informatics’, and emerge as a $100-million company in five years. “We have taken advantage of our expertise in four different services such as market research outsourcing, analytics practice, execution and insights and marketing and customer information management, put them together, and coined it as ‘marketing and customer informatics’,” its Chairman and CEO, Mr Anantha Krishnan, told Business Line. The company, in its new thrust, would focus on the demand-side business processes, he said. Citing a Value Notes study, he said, “The global annual spend on market research is estimated at $25 billion. Of this, around $4 billion is outsourced at this point in time and India’s share is just about $150 million. With Fortune 1000 companies spending over a trillion dollars on marketing and sales, the opportunity for market research service is phenomenal,” he said. Why the new thrust?Asked to reason the refocus in its thrust, he said, “It offers a holistic opportunity for end clients, helps us address a prospect that remains yet untapped (referring to the demand side business process) and provides better cost arbitrage and value to clients.” The company, while looking to establish its presence in Eastern Europe over the next 12 to 18 months to support its European operations, also plans to expand its offices in India. Mr Krishnan hinted about the possibility of starting an office in Coimbatore. Dexterity plans office in Sweden Dexterity only Indian exhibitor at European market research meet More Stories on : Outlook | Marketing Research | Software
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