| Business
Updates
Aditya
Birla's Acquisition of Trinethra
-- Surekha G, Shirisha
Regani
©
2006, The ICMR. All Rights Reserved. No part of
this publication may be reproduced, stored in a retrieval system, used in a spreadsheet,
or transmitted in any form or by any means - electronic or mechanical, without
permission. Pharma
Firms to Stop Gifts to Doctors : Is
Self-regulation the Answer?
-- Debapratim Purkayastha,
Rajiv Fernando ©
2006, The ICMR. All Rights Reserved. No part of
this publication may be reproduced, stored in a retrieval system, used in a spreadsheet,
or transmitted in any form or by any means - electronic or mechanical, without
permission. Case
in Focus Embraer
: The Brazilian Aircraft Manufacturer's Turnaround and Growth
-- Shirisha
Regani, SS George Brazil-based
Embraer was the fourth largest aircraft manufacturer in the world behind Airbus,
Boeing, and Bombardier Aerospace. Embraer was set up as a government company in
1969, and privatized in 1994. This
case examines Embraer's turnaround and growth after its privatization. It discusses
the steps taken by Mauricio Botelho (who became the CEO after the privatization)
to return the company to profitability, as well his handling of various strategic
and human resource issues during and after the turnaround. The case then explores
Embraer's entry into the regional jet market, where it had to compete against
Canadian aircraft major Bombardier. ©
2007 ICMR. All Rights Reserved. For
accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or
www.icmrindia.org. 
Unilever's
"Real Beauty" Campaign for Dove
-- Debapratim
Purkayastha, Rajiv Fernando This
case is about Unilever's "Campaign for Real Beauty" (CFRB) marketing
campaign for its leading personal care brand "Dove". CFRB was a multi-faceted
campaign that sought to challenge the stereotypes set by the beauty industry.
This campaign featured regular women (non-models) who were beautiful in their
own way and did not fit in with the idealized images of models, super-models,
and celebrities. Unilever developed the CFRB campaign based on a global study
on the perceptions and attitudes of women with regard to their personal beauty
and well-being. This campaign was a huge success as it was appreciated by many
consumers and resulted in increased sales of Dove products. It also generated
plenty of buzz and wide media coverage for the Dove brand. However, critics felt
that this campaign could prove counterproductive as marketing messages in the
beauty industry were largely aspirational and Dove could be perceived as a brand
for fat and ugly girls. Some critics also felt that CFRB was self-contradictory
as it strove to sell Dove Firming Range of products in the guise of debunking
beauty stereotypes. ©
2006 ICMR. All Rights Reserved. For
accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or
www.icmrindia.org
JIT
in the Indian Auto Industry
-- Mimon
Datta, Jitesh Nair The
caselet presents an insight into one of the few but significant drawbacks of Just-in-Time
(JIT). JIT has been widely adopted in the Indian automobile manufacturing industry.
But, the auto manufacturers have faced problems due to the lack of a proper support
system. The caselet describes how the auto manufacturers have taken precautionary
steps to deal with the situation to gain maximum returns from the implementation
of JIT. ©
2006 ICMR. All Rights Reserved. For
accessing and procuring the caselet, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
Book
Review The
God Delusion
-- Author:
Richard Dawkins Reviewed
by SS George
In The God Delusion, Richard Dawkins, a well-known and vocal atheist, makes
out the case for the non-existence of God. He then goes a step further, and argues
that religion is the major cause of many of the troubles facing humanity today.
©
2006 Richard Dawkins. All Rights Reserved. IUP holds the
copyright for the review. |
