Must Read

Top 10 Most Expensive Universities In Nigeria

For many Nigerians, high-quality higher education is a luxury. There are many private universities who are known not only...


No doubt, startups can be very exciting, but the challenge of raising capital for it to get some footing...

Nigerian State Government to commission US$11.11m Rice Mill Factory (Photos)

Kogi State government in central Nigeria is set to commission a Rice mill factory worth N4 billion (about US$11.11m)...
- Advertisement -
Welcome to in Nigeria Day 12… The series today is about a vice that affects big brands and leads most times to their pitfalls. Sometimes, it can affect smaller brands but the established brands and the market leaders suffer it more. It is called corporate arrogance. Corporate arrogance occurs when you have market dominance and can scale easily. It shows up when companies become big and it becomes difficult to strike a right balance between ambition and humility, external curiosity and inward focus, restlessness and complacency. Another word for corporate arrogance is hubris. A feeling of superiority and excessive pride. When companies become bigger, these are traits that show up. As companies grow larger, it experiences more intriguing internal politics, bureaucracy and poor listening ability. Corporate arrogance prevents an organization from adapting to changes in the micro and macro environment. This often results in missed opportunities and it kills the ability to reinvent. There are suggestions that are buried and ideas that are condemned because of this. Brand managers in multinational corporations suffer this sometimes when they have to get approval from a senior marketing executive in the global head office. The brand manager is on the ground and understands the changing dynamics however, the senior executive will want to adopt a strategy that worked in another country for another one. He forgets that consumer behaviour differs from one geographical location to another. This scenario has been the bane of many multinationals and it could affect any of the big brands in this.
Similarly, salesmen are also victims of corporate arrogance when they give suggestions and ideas to the marketing team but are turned down. The sales team relate with customers every day and you can be guaranteed the freshest information in the market from them. An organization that will win a marketing war must show tolerance for experimentation and different thinking. It must be ready to innovate and read the market. It must be open to ideas from all and sundry. It must listen to salesmen, distributors and the retailers.
Read:  Pizza Hut Opens Three Restaurants In Nigeria
Any corporation that wants to win the fight in the market must never operate a delusion of “we know better”. It is just a little slip to move from the language of leadership to the language of arrogance. The moment ideas are being rebuffed, it is a signal of delusion. Being big and successful can easily make one parochial and lose sight of little things that matter. Pursuing efficiency is good but it must not be at the expense of innovation and new ideas. There are companies that have died for this reason. An example is the Kodak company.
Read:  50 Examples of Corporations That Failed to Innovate
We will continue tomorrow as the topic of corporate arrogance is one that needs to be expanded thoroughly. Details of what happened to Kodak will be discussed tomorrow and similar companies like that will be evaluated. Written by:  Oluwole Dada, (Regional Sales Manager at Nestle Nig. Plc; Member, Chartered Institute of Marketing (UK)) For more insightful conversations, follow Oluwole Dada on Twitter  @oluwole_dada
- Advertisement -

Subscribe to BrandSpur Ng

Subscribe for latest updates. Signup to best of brands and business news, informed analysis and opinions among others that can propel you, your business or brand to greater heights.

Latest News

4 Nigerian firms begin local production of milk

In line with the Central Bank of Nigeria (CBN) policy to discourage the importation of milk, four dairy products manufacturers have...

Konga Research Unit Says Digital Procurement Key To Corporate Survival

Organisations must embrace digital procurement strategies in order to save cost and improve their margins. This will go a long way in helping companies...

BudgIT Launches Ghana Branch

BudgIT, a civic organization that uses technology to promote fiscal transparency and public sector accountability, has launched operations in Ghana. Riding on our eight-year experience...

All you need to know about Treasury Bills

Treasury bills are getting popular among the investing public. They are one of the safest investment options available, generating a decent return. If you’re...

United Capital launches Nigerian Diaspora Trust

With an increasing number of Nigerians living in the diaspora who want to start and grow investments back home, United Capital Trustees has responded...

More Articles Like This