Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Otherpeer-review


It was felt that the teaching materials utilised by Western educators, lacks real case studies related to marketing and business contexts in these markets. These 16 case studies cover a wide range of marketing topics, from product development to social media marketing. We have grouped the cases broadly into four chapters depending on the particular area of marketing the authors are considering. Several cases cover different areas of marketing. For example, Amazon's Entry in India is placed in the 'Market Orientation and Brand Strategies' chapter but could well come under 'Product Development and Market entry' as well. Moreover, the cases cover the whole spectrum of industries, ranging from the fast food sector (KFC and McDonalds) and beauty creams (Lakme Pure Defense) to airlines (AirAsia) and sports (NBA in China and Kolkata Knight Riders). The cases also highlight the need to understand the interplay of the strategic three Cs of Marketing namely, the customers, the competition and the corporation. A sustainable competitive advantage can only emerge by integrating these three forces. The cases highlight the unique issues and challenges as well as some success stories. The importance of understanding your customers, of proper targeting and positioning of your brand, is highlighted in a number of the cases.

Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
EditorsDilip S. Mutum, Sanjit Kumar Roy, Eva Kipnis
Place of PublicationBerlin Germany
Number of pages3
ISBN (Electronic)9783642368615
ISBN (Print)3642368603, 9783642368608
Publication statusPublished - 2014
Externally publishedYes

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