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Fugumobile: Setting Up a Local Digital Marketing Company in China
Venkat Raman G; Bhavani Shankar Saripalli; Huirong Ju; Ramakrishna VelamuriCase IVEY-W29954-EMarketing, StrategyIn 2006, two entrepreneurs founded Fugumobile Co. Ltd., a digital marketing agency based in Shanghai, China. The company grew organically in China by adapting to the evolving trends in digital marketing. In May 2021, the founders were facing a dilemma and had to choose between two options for sustainable and profitable growth of their company. The first option was to reach an extensive client base by continuing to deliver standardized services at...Starting at €8.20
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Asha Handicrafts Association: Redefining the Value Proposition Strategy
Bharat Mani; Vineet Nayak; Arun SharmaCase IVEY-9B20A033-EEntrepreneurship, Marketing, StrategyAsha Handicrafts Association (Asha) was a fair trade marketing organization, headquartered in Mumbai, India. The organization primarily marketed and sold handicrafts sourced from artisans across India to three main customer segments. The first segment consisted of fair trade importers outside of India, where Asha was a leading player. The second segment consisted of commercial importers who sold products through commercial retail stores abroad. A...Starting at €8.20