Ambushing Adidas: Nike’s “Write the Future” Campaign
-- Rajdeep Chakraborti, Syeda Maseeha Qumer
and Debapratim Purkayastha
The case is about the ambush marketing strategy of US-based sportswear giant Nike Inc. during the 2010 FIFA World Cup. It was reported that Nike generated more buzz and had a stronger connection with consumers than Adidas-Salomon AG, the official sponsor of the tournament. This case talks about the different promotional approaches adopted by Nike during the FIFA World Cups. It describes in detail the “Write the Future” campaign launched during the 2010 World Cup.
© 2011, IBS Center for Management Research. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
Acquisition of Cairn India by Vedanta: Biggest Deal in Indian Oil Sector
-- Kavita Wadhwa and D Satish
The case study discusses the biggest deal in Indian oil sector in which miner and London-listed company, Vedanta announced that it would acquire up to 60% stake in oil and gas exploration company Cairn India for $9.6 bn. As a part of the deal, Sesa Goa, which is a subsidiary of Vedanta, has to acquire 20% (part of 60% above) stake in Cairn India by making an open offer. State-run company Oil and Natural Gas Corporation (ONGC), being a joint venture partner in eight out of ten oil blocks of Cairn India, does not accept the deal and reserves pre-emption rights. The case study gives an opportunity to discuss how the stakes of many parties (directly or indirectly involved) are at stake in such a big deal. The case study also gives an opportunity to discuss corporate governance issues and governmental hurdles. The case study also questions the synergies in such an expensive deal.
© 2011, IBSCDC. All Rights Reserved.
SKS Microfinance IPO: What Went Wrong?
-- Anand
In July 2010, SKS Microfinance, with its mission to serve 50 million Indian households and a vision to eradicate poverty from the country, came up with the very first Initial Public Offering (IPO) for its equity shares to raise funds and thus fulfill its ambitions to grow at a rapid pace. The IPO, the first by any company in the microfinance sector in India, was a huge success. Critics opined that for a Microfinance Institution (MFI) to take the profit-driven capital market route to grow quick and big would lead to compromising on the basic principles under which an MFI is expected to provide funds to the poor. SKS’s shares showed good initial performance. However, this proved to be short-lived and in the following weeks, they witnessed a sharp decline. Analysts wondered whether the dramatic loss of investors’ faith stemmed from the fact that the SKS CEO had exited the company, or from attempts to regulate the industry, or from arguments against the idea of an IPO in the microfinance industry.
© 2011, IBS Center for Management Research. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
Big Bazaar Driving: Tata Nano Sales
-- A J Swapna and Syeda Maseeha Qumer
This short case discusses automotive major Tata Motors’ partnership with retail chain Big Bazaar to increase the sales of its low-priced car, Tata Nano. The tie-up was a first-of-its-kind distribution strategy in the country wherein a car was retailed through a super store. The case explains how Big Bazaar aided Tata Motors in pushing the sales of the Nano through a unique distribution strategy. It concludes with the question whether Indians were ready to buy a car off the shelf.
© 2011, IBS Center for Management Research. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
Book Review
Case Studies in Social Entrepreneurship and Sustainability: The oikos Collection Volume 2
-- Jost Hamschmidt and Michael Pirson
© 2011, IBS Center for Management Research holds the copyright for the review. All Rights Reserved.
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