Consumer mindsets are local despite globalization
New research proposes taking a localized approach to consumer tastes and attitudes in order for companies to thrive commercially in different countries.
Aparna is a MD & Partner based in BCG's Singapore office, with nearly two decades of experience in Consumer Goods and Marketing & Sales across Industry and Consulting. Aparna is the Global Head for BCG's Centre for Customer Insights (Global Advantage) and Asia Head for Customer Demand & Innovation Topic (MSPA). Her interests and expertise include consumer goods, marketing and sales, customer discovery, enterprise productivity and future skills/upskilling.
Aparna is a core member of MSPA, Consumer Goods and Public sector PAs. She has led several projects supporting consumer goods companies on a variety of topics, including Go To Market strategy, market entry, product strategy, rapid acceleration, organization and sales effectiveness. She has also worked closely with Singapore government on the topic of productivity and future skills, especially in consumer sectors.