MY LETTER IN BUSINESS TODAY

MY  LETTER IN BUSINESS TODAY ISSUE DATED 2ND MARCH 2014

There was an interesting cover story about Flipkart AND Amazon in the BT issue dated 16th Feb 2014. I had written the following letter to the editor of BT on 4th Feb 2014:

FLIPKART VERSUS AMAZON

DAVID VERSUS GOLIATH?

Dear Sir,

This refers to your excellent cover story about the on-going turf war between Flipkart and Amazon (BT issue dated 16th Feb 2014). It brought to my mind the term “David & Goliath”. The term is used for describing a situation in which a small person or an organization (David: Flipkart) defeats a much larger one (Goliath: Amazon) in a surprising way. The reference is from the famous story in the Bible in which David, a young boy, kills Goliath, a giant, with a stone. The “David & Goliath Principle” is often referred to and quoted in the corporate success stories. The principle is pretty simple. If you’re the little guy, the underdog, or the one without the best odds of winning, but you experience success, then David and Goliath principle is said to have been proved.

It will be very interesting to see whether (David) Flipkart with its strategies like investment in technology, third-party market place, profitability versus growth and brand management etc wins hands down over (Goliath) the giant Amazon, which has learnt lessons from its China fiasco and will now certainly not be repeating its earlier mistakes and will try to gain a sizable mind share and market pie to come out un-scathed from the war. Let’s see if the Biblical story or history repeats its self or not. May the best organization win!

J S BROCA

NEW DELHI

The latest issue of BT (just out today on 17th Feb 2014) has published a highly edited version of my letter, as under:

QUOTE:

This refers to your excellent cover story about the on-going turf war between Flipkart and Amazon (Moth to a Flame and Ready for the Next Move, Feb 16). It brings to my mind the “ David versus Goliath “ story –a David, Flipkart, is having to take on a Goliath, Amazon. The “David & Goliath” example is often referred to in the corporate success stories. It will be interesting to see whether Flipkart with its strategies such as investment in technology, third-party market place, profitability versus growth, and brand management etc holds on its own against Amazon. After its China fiasco, Amazon  will certainly not repeat its earlier mistakes. It will try to gain a sizeable market pie to come out un-scathed from the war.

J S BROCA, New Delhi

UNQUOTE

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