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Idea Cellular Limited, a telecommunications strategic business unit of the Aditya Birla Group, follows a marketing orientation philosophy focused on understanding customer needs. However, Idea became myopic by failing to recognize changing consumer demands for lower data prices in India with the market entry of Reliance Jio. Idea did not adequately adapt its pricing or investment strategy to the shifting competitive landscape. As a result, it lost a significant portion of its customer base and saw declines
- Author
- ABHIGYAN MISHRA
- Language
- EN