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GiveIndia: On the Net for a Cause
Sanjeev Tripathi; Shashank BhaskerCase IVEY-9B16A002-EMarketing, StrategyStarted in 2000, GiveIndia is a web-based donation platform headquartered in Mumbai, India. It uses online tools and social media to engage with donors and encourage donations to be made to various non-governmental organizations. GiveIndia’s chief executive officer wants to develop a strategic approach for social media communication, which is gaining greater acceptance in India. As part of its online initiatives, GiveIndia has been running a sear...Starting at €8.20
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Keep: Commercializing China’s Mobile Fitness Unicorn
Xiaojun Fan; Xin LiCase IVEY-W25559-EMarketing, StrategyRecent years had witnessed the social phenomenon of the rise of Internet brands. Looking at Internet fitness unicorn brand Keep’s brand commercialization process, Keep demonstrated the path of creation, product adjustment and upgrade, and brand extension logic of Internet app brands. Keep started as a single-tool app providing exercise content and data records, and gradually developed into a one-stop fitness and exercise platform by actively adju...Starting at €8.20