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Should there be a Cap on the Number of Brands a Celebrity Endorses?
AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 21/05/2019PUBLISHER: ET CasesCATEGORY: BRAND MANAGEMENTPRODUCT: Case DebateCASE ID: BM-9-0022, BM-9-0022ACASE LENGTH: 6 PagesDESCRIPTION:What is celebrity endorsement? Why do brands associate with celebrities? Companies hire celebrities to endorse their brands as it gives credibility to the product, adding immediate and palpable brand value. Most of the celebrities that brands choose for endorsements are film stars and sports stars - Virat Kohli, Shah Rukh Khan and Deepika Padukone being the most valued celebrity brands in India in 2017. Consumers tend to develop an emotional bond and an affinity for the products that film stars and ...read moreSHOW DETAILS -
How to Promote Childhood?
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 20/05/2019PUBLISHER: ET CasesCATEGORY: CORPORATE SOCIAL RESPONSIBILITYPRODUCT: Case DebateCASE ID: CSR-9-0016, CSR-9-0016ACASE LENGTH: 11 PagesDESCRIPTION:Childhood is often thought of as a time of leisure, discovery and learning. However, unlike the earlier generations, the millennial children are losing out on their childhood. Changing lifestyles, improvements in technology and parental pressures to excel in all fields are considered the primary reasons. While technology had improved knowledge and equipped millennials with opportunities, it has been a culprit for several health-related issues in children and adults alike. Globally, there are other ...read moreSHOW DETAILS -
Nordstrom 5.0: The Best Fashion Retailer in a Digital World?
AUTHOR(S) : Bala Bharathi Yelamanchi and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 17/05/2019PUBLISHER: ET CasesCATEGORY: FAMILY BUSINESSPRODUCT: CASE STUDYCASE ID: FMB-1-0003, FMB-1-0003ACASE LENGTH: 33 PagesDESCRIPTION:When 117-year-old Nordstrom opened its first store (men-only) in New York (Manhattan) in April 2018, after 50 years of calculated and patient waiting, it wasn't just another store for Nordstrom. It wasn't just another store for fashion retailing world either, especially for US fashion retailing industry. It was a profound business statement on how Blake Nordstrom, Pete Nordstrom and Erik Nordstrom, the 3 Co-Presidents of Nordstrom plan to steer Nordstrom into digital world. With its new 47,000-square-foot ...read moreSHOW DETAILS -
Indian Sexual Wellness (Entertainment) Industry: Secretly Growing?
AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 16/05/2019PUBLISHER: ET CasesCATEGORY: STRATEGIC MANAGEMENTPRODUCT: CASE STUDYCASE ID: STG-1-0071, STG-1-0071ACASE LENGTH: 28 PagesDESCRIPTION:The purpose of this case study is to let the students discuss and debate on the ways to grow an industry besieged with contradictions. While the industry – Indian Sexual Wellness industry – has a tremendous potential to grow, it operates discreetly given the societal and cultural barriers. There is latent and pent-up demand yet the companies cannot market freely. Despite the business potential, investors never have been keen to support the fledgling sexual wellness businesses/startups ...read moreSHOW DETAILS -
Embrace Infant Warmer: Design, Disruption and Distribution
AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 08/05/2019PUBLISHER: ET CasesCATEGORY: ENTREPRENEURSHIP & STARTUPSPRODUCT: CASELETCASE ID: ENTP-2-0041, ENTP-2-0041ACASE LENGTH: 6 PagesDESCRIPTION:This case study can be used to illustrate how a structured classroom pursuit can result in a game-changing product. In 2007, four students with diverse educational backgrounds, met at the 'Design for Extreme Affordability' course at Stanford's d.school where they were given 'The Extreme Challenge' - to design an incubator which costed 1% of state-of-the-art incubators costing $20,000. The low-cost incubator would help pre-term and low-birth-weight babies in developing countries survive, many of whom ...read moreSHOW DETAILS -
Wooplr’s Lean Social Marketplace: Business Challenges
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 29/03/2019PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASELETCASE ID: MKTG-2-0080, MKTG-2-0080ACASE LENGTH: 5 PagesDESCRIPTION:How can a small fashion vertical player survive amidst highly-funded, fiercely competitive and big players? Should it pivot to a new business model or should the founders keep building on the sweet spot originally identified? These are some of the questions plaguing India's first social commerce marketplace's co-founders Arjun Zacharia and Ankit Sabharwal, as of September 2018. Started as a fashion discovery and content start-up, Wooplr morphed into a social commerce enterprise with an eye on women's ...read moreSHOW DETAILS -
WeWork India: Disrupting Work Culture
AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 29/03/2019PUBLISHER: ET CasesCATEGORY: STRATEGIC MANAGEMENTPRODUCT: CASE STUDYCASE ID: STG-1-0070, STG-1-0070ACASE LENGTH: 22 PagesDESCRIPTION:In July 2017, WeWork Companies Inc. (WeWork), world's largest co-working space operator, launched its India business in collaboration with The Embassy Group, one of the leading Indian real estate development firms engaged in the office space business. Its first co-working facility was started in Bengaluru and by 2018, the company was operational at 23 locations across Bengaluru, Delhi-NCR and Mumbai. The entry of WeWork in India was led by the entrepreneurial pursuits of Karan Virwani (Karan), at ...read moreSHOW DETAILS -
Tisser – A Social Entrepreneur’s Journey
AUTHOR(S) : Aisha Mohani and Rutu Gujarathi, Prin.L.N. Welingkar Institute of Management Development and ResearchPUBLISHED DATE: 27/03/2019PUBLISHER: Prin.L.N. Welingkar Institute of Management Development and ResearchCATEGORY: ENTREPRENEURSHIP & STARTUPSPRODUCT: CASE STUDYCASE ID: ENTP-1-0040, ENTP-1-0040ACASE LENGTH: 17 PagesDESCRIPTION:Tisser Rural Handicrafts Pvt. Ltd. (Tisser), a social enterprise, leveraged technology and provided infrastructural support to indigenous weavers and craftsmen from rural India for a sustainable living. Tisser's journey started with only two products and one Facebook page that later increased to a product portfolio of around 300 products. In 2015, Tisser became a private limited company. The case discusses the challenge that Megha Phansalkar, a social entrepreneur and the founder of Tisser is confronting ...read moreSHOW DETAILS -
IKEA in India: Market Entry Strategy
AUTHOR(S) : Bala Bharathi Yelamanchi and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 26/03/2019PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0079, MKTG-1-0079ACASE LENGTH: 24 PagesDESCRIPTION:When the world's largest furniture retailer, IKEA, decided to enter the second most populous country in the world, it wasn't a mere news. Founded in Almhulty (Sweden) and headquartered in Leiden (Netherlands), IKEA had taken 12 years to enter India with quite a few firsts (departure from its global practices) for its 'long-term' play. IKEA built a global business empire selling affordable, Scandinavian-design inspired furniture with DIY model. Having honed the IKEA WAY over 51 countries with 403 stores ...read moreSHOW DETAILS -
Godrej Appliances Division: Channel Management
AUTHOR(S) : Dr. Sabita Mahapatra, Professor (Marketing), Indian Institute of Management, Indore and Prof. NMK Bhatta, Dean (Research), Xavier Institute of Management and Entrepreneurship, BangalorePUBLISHED DATE: 15/03/2019PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0078, MKTG-1-0078ACASE LENGTH: 18 PagesDESCRIPTION:It was early 2015, and Sudevan Manickan (Sudevan), Head of Business Planning and Analysis at Godrej Appliances Division (GAD), was excited to receive the letter of appreciation and an invitation for the annual event where he and his team would be acknowledged for their achievements in front of the Business Executive Committee. He had a sense of satisfaction as he remembered the journey leading up to the execution of the new channel strategy. Competition from MNCs, the proliferation of products, consumers’ ...read moreSHOW DETAILS -
Succession Planning at Alibaba: Leading with Legacy
AUTHOR(S) : Bala Bharathi Yelamanchi, Vandana Jayakumar and Syed Abdul Samad under the guidance of Dr. Nagendra V. ChowdaryPUBLISHED DATE: 02/02/2019PUBLISHER: ET CasesCATEGORY: HUMAN RESOURCE MANAGEMENTPRODUCT: CASE STUDYCASE ID: HRM-1-0081, HRM-1-0081ACASE LENGTH: 35 PagesDESCRIPTION:On September 10th 2018, Jack Ma (Ma), Co-founder and Executive Chairman, Alibaba Group Holdings Limited (Alibaba), announced the succession plan of handing over the reins to Daniel Zhang (Zhang), CEO, Alibaba, a year later. Having co-founded in 1999, Ma transformed Alibaba into a multinational e-commerce giant, a representative of the new-age private Chines companies. Ma was regarded as the most influential Chinese businessman, almost an icon for the Chinese corporate sector. Post-announcement of ...read moreSHOW DETAILS -
Pradhan Mantri Ujjwala Yojana (PMUY): Brightening Lives by Bridging Barriers
AUTHOR(S) : Bala Bharathi Yelamanchi, Vandana Jayakumar and Syed Abdul Samad under the guidance of Dr. Nagendra V. ChowdaryPUBLISHED DATE: 20/01/2019PUBLISHER: ET CasesCATEGORY: MANAGERIAL ECONOMICSPRODUCT: CASE STUDYCASE ID: ME-1-0032CASE LENGTH: 52 PagesDESCRIPTION:On May 1st 2016, Prime Minister Narendra Modi launched the Pradhan Mantri Ujjwala Yojana (PMUY) in Ballia, Uttar Pradesh, followed by its pan-India implementation. PMUY, a social welfare scheme, was launched with the objective of safeguarding the health of women and children by providing free/subsidized Liquefied Petroleum Gas (LPG) connections to Below Poverty Line (BPL) households. The aim was to replace the conventional cooking fuels with LPG, a clean cooking fuel, so that women and children ...read moreSHOW DETAILS -
Promoting Sustainable Livelihood for Poverty Alleviation: A Case Study of BASIX Social Enterprise Group*
AUTHOR(S) : Dr. Bharti Sharma - Associate Professor, Dr. Kavaldeep Dixit - Professor & Vice-Principal - International School of Informatics and Management, Jaipur and Dr. Tanjul Saxena, Associate Professor, IIHMR University - JaipurPUBLISHED DATE: 21/11/2018PUBLISHER: ET Cases - FLAMECATEGORY: ENTREPRENEURSHIP & STARTUPSPRODUCT: CASE STUDYCASE ID: ENTP-1-0039, ENTP-1-0039ACASE LENGTH: 14 PagesDESCRIPTION:A livelihood comprises the potential, resources and actions required for a means of living. A livelihood is sustainable when it can handle and recover from the stress and shocks and uphold or augment its capabilities and assets both now and in the future without deflating the natural resource base. The purpose of this case on BASIX Social Enterprise Group is to introduce their Rural Sustainable Livelihood approach for poverty reduction. Established in 1996, BASIX is a livelihood promotion institution, ...read moreSHOW DETAILS -
Odd-Even Rule in Delhi: A Promising Solution?*
AUTHOR(S) : Vineet Kumar, Kaustab Sen, Laxmi Rajgopal, K R Gowri and Rishika U Ajari, Post Graduate Students and Abhijat Arun Abhyankar, Senior Associate Professor - National Institute of Construction Management and Research, PunePUBLISHED DATE: 21/11/2018PUBLISHER: ET Cases - FLAMECATEGORY: MANAGERIAL ECONOMICSPRODUCT: CASE STUDYCASE ID: ME-1-0030, ME-1-0030ACASE LENGTH: 9 PagesDESCRIPTION:Humans have evolved over the years riding on various means of transport. The invention of wheel in the Neolithic age was a path-breaking move although initially, it was restricted to performing small odd jobs only. It is mind boggling to realize that in just one century, humans have developed technology that has replaced horse powered carriages with ultra-sophisticated cars. All these modern means of transport carrying vices of pollution have a great impact on the pollution levels present in the atmosphere. ...read moreSHOW DETAILS -
How the Cavaliers Beat the Best in NBA History: Managerial Lessons from the Role of the Coach*
AUTHOR(S) : Divyang Momaya, Nagoya University, Nagoya, Japan, Kirankumar S. Momaya, Shailesh J. Mehta School of Management (SJMSOM), Indian Institute of Technology Bombay (IIT Bombay), Powai, Mumbai and Ankur Basumatary, ICICI Bank, MumbaiPUBLISHED DATE: 21/11/2018PUBLISHER: ET Cases - FLAMECATEGORY: STRATEGIC MANAGEMENTPRODUCT: CASE STUDYCASE ID: STG-1-0068, STG-1-0068ACASE LENGTH: 8 PagesDESCRIPTION:**ET CASES – FLAME BEST CASE WRITER AWARD for presenting the BEST CASE There is a lot business leaders can learn about strategy, teamwork, competitiveness and peak performance from the ‘world of sports’. Highly successful professional basketball coach David Blatt was fired at a very critical mid-way stage of the Cleveland Cavaliers’ 2015-16 bid for its first NBA championship. The task for the new coach Tyronn Lue (Lue) was uphill, and became extremely challenging when the ...read moreSHOW DETAILS