Tagged: downstream-marketing

Niraj Dawar is a Professor Emeritus of Marketing at Ivey Business School (University of Western Ontario) and one of the most influential marketing strategists working today. Author of TILT: Shifting Your Strategy from Products to Customers (Harvard Business Review Press, 2013) - a bestseller named Best Business Book of 2014 in Marketing by strategy+business - he built his reputation arguing that competitive advantage has permanently migrated downstream, from products to customer relationships. His 1994 Journal of Marketing paper on 'Marketing Universals' (with Philip Parker) has over 1,000 citations. After retiring to emeritus status, he pivoted to applying brand strategy to nations through GeoStrategix and the Nation Brand Research Initiative, publishing in the South China Morning Post as recently as March 2026 on US-China soft power competition in Southeast Asia.