Ivey Business School (Canada)
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Trucar.in: Finding a Position in an Emerging Online Market - Teaching Note
Utkarsh Utkarsh; Prashant Kumar; Anmol Lamba; Manadeep Ganguli; Santosh GuptaTeaching Note IVEY-8B18A047-EMarketingTeaching note for product 9B18A047.Starting at €0.00
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Trucar.in: Finding a Position in an Emerging Online Market
Utkarsh Utkarsh; Prashant Kumar; Anmol Lamba; Manadeep Ganguli; Santosh GuptaCase IVEY-9B18A047-EEntrepreneurship, MarketingTruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars...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
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Keep: Commercializing China’s Mobile Fitness Unicorn - Teaching Note
Xiaojun Fan; Xin LiTeaching Note IVEY-W25560-EMarketing, StrategyTeaching note for product W25559.Starting at €0.00