Why "One Gift for Everyone" Destroys Strategic Value in Corporate Gifting Programmes

When procurement teams apply the same gift selection criteria across all recipient tiers — VIP clients, regular contacts, employees, and event attendees — they conflate internal equity concerns with external relationship strategy. This structural misalignment wastes budget on over-gifting low-tier recipients while under-investing in high-value relationships, signaling to VIP clients that they are not strategically important.

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