Unlike in retail operations, the invitational signboard ‘Open for Business’ is no crowd puller in the industrial market. Here, a customer has to be painstakingly wooed and won over (unaided by any freebies). Initial and succeeding few customers, therefore, are the allimportant beachhead – the arrival has been announced and preparations undertaken make plain the intent to claim a chunk of the business.
To fulfil an expansionist dream, a nation may encroach upon its neighbour, invariably resorting to military might to enforce subjugation. But any such expedition (apart from violating international laws), entails enormous cost that must be recouped so that something positive is derived after the whole exercise concludes.
The business model pursues same objective (expand sphere of activity/ establish presence at more locations), but proceeds in a civilised fashion, employing marketing skills as....
