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This case study research was carried out for a leading Recruitment firm in India, to lay down a road-map, as part of its repositioning strategy to be a "Recruitment Firm of Choice". The repositioning strategy helped drive deeper relationships with clients, providing avenues to unlock greater stakeholder value for years to come. It is hoped the target audience specifically in the recruitment consulting and the professional services space would find in this study a valuable guide-map to cultivate long term competitive advantage by adopting a strategy of differentiation woven around their customer' needs and aspirations.