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Optima Business Group: Leveraging Information Technology for Salesforce Enablement
Ritu Mehta; Debabrata GhoshCase IVEY-9B15A021-EMarketing, StrategyOptima Business Group (OBG), a consumer packaged goods firm, achieved significant improvements in its sales and distribution processes through the implementation of sales force automation (SFA). The implementation was carried out in the urban markets of OBG, but it was not an easy journey. The chief technology officer has to decide whether OBG should implement SFA in its rural markets and, if so, how it should be executed. What are the risks and ...Starting at €8.20
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Godrej Chotukool: A Cooling Solution for Mass Markets
Charles Dhanaraj; Balasubrahmanyam Suram; Prasad VemuriCase IVEY-9B11M105-EMarketing, StrategyGodrej, a fast-moving commercial goods (FMCG) company in India that was historically known for its refrigerators in the Indian market, contemplated launching a new product for rural markets. Chotukool was an unconventional cooling solution targeted at the bottom of the pyramid (BOP) segment in India. More than 80 per cent of the Indian population did not own a refrigerator and 50 per cent earned less than US$2 per day. The study tracks Godrej’s j...Starting at €8.20