Titlebook: Strategic Marketing Cases in Emerging Markets; Atanu Adhikari,Sanjit Kumar Roy Textbook 2017 Springer International Publishing AG 2017 Cas

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Case Study 9: M-Pesa: A Renowned Disruptive Innovation from Kenya,orld. It was designed by Safaricom Limited Company in Kenya. The product has received global attention due to its uniqueness, innovativeness, rapid adoption, and the impact it has made to a large population, mostly people who are poor (bottom of pyramid). M-Pesa has many uses, including: transfer of

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,Case Study 10: Irrway—A Green Personal Mobility Solution,ility solution to cater to the underserved market segment of “In-Campus mobility” in India. They have created enough stir in some of the market segments like Golf Courses and Gated communities with the product, however there have not been any large orders from customers in these segments. All attemp

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,Case Study 11: Citrus Ventures—Distressed Asset Specialist,eveloper and launched Citrus Ventures. Citrus had acquired a “distressed asset” at Sarjapur Road, Bangalore. In the past year the project had made limited progress and the customers who had purchased the property before Citrus took it over were being difficult and not sticking to their commitments.

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sues including strategic planning, implementation and contro.This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value

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,Case Study 1: Nestlé in Mexico: The Good Food Versus The Good Life Dilemma,hen choosing how to answer the pressures and expectations of these distinct groups. The intricate intertwining of potentially non-overlapping goals, strategies and ethical conflicts are explored, with a focus on the company’s marketing communication strategy.

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,Case Study 8: Revolution Ventures—Introduction to the Service Organization and Situation Descriptiorofessional career. Revolution Ventures intends to grow into a global company and is therefore looking to create a marketing strategy that would enable to increase the eyeballs to the Website as well as engage the visitor who has visited the site thereby increasing the number of loyal customers.

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,Case Study 11: Citrus Ventures—Distressed Asset Specialist,6 months—even these sales were tentative and yet to close. He had a reputation to protect given his commitment to the bankers, ex-owners and old customers to complete the development. Now, he had to take a call on reduction of price or of delaying the project further until he was able to sell a few more units and resume development.

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Textbook 2017ness situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries..

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