Default Category
-
Bajaj RE60: The Branding Challenge of Disruptive Innovation
Srividya Raghavan; Sourabh BhattacharyaCase IVEY-9B16A014-EMarketingBajaj Auto Limited (BAL), the world’s largest manufacturer of three-wheel vehicles, was about to launch India’s first quadricycle, built indigenously for applications that were uniquely useful for urban transportation in developing markets such as India. The four-wheel vehicle was being launched as a completely new category in the Indian market by BAL’s Commercial Vehicle division. The dilemma facing the BAL team was whether to brand the new prod...Starting at €8.20
-
HCL Technologies: Pushing the Billion-Dollar Website
Srividya Raghavan; Apurva Chamaria; Gaurav KakkarCase IVEY-9B16A053-EMarketing, StrategyIn 2014, India’s HCL Technologies emerged as one of just eight 21st-century listed technology companies in the world to surpass US$1 billion in net profits, $5 billion in revenue, and $15 billion in market capitalization. When most companies were using their websites as online information pages, HCL Technologies converted its legacy website into an effective lead-generation vehicle. Within one year of implementation, the website began generating ...Starting at €8.20