Amitava Chattopadhyay

Professor of Marketing
The English Tea Shop Organic (ETS) brand has created a sustainable ecosystem that supports suppliers’ livelihoods as well as its competitiveness in the market. In 2021, it embarked on a second 10-year plan, aiming to become a sustainable, employee-owned business with a purpose-driven brand, and by 2022 30% of the company was employee owned.

Published 25 Oct 2023

Reference 6840

Topic Marketing

Industry Agriculture Food and Beverages Production

Region Global

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The case describes the hospitality brand AZULIK, which offers a unique luxury experience based on a set of contemporary values that resonate with the most demanding international consumers: connecting to art, nature, and local communities.

Published 25 Oct 2023

Reference 6828

Topic Marketing

Industry Hospitality Leisure, Travel and Tourism

Region Global

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CXsphere, a startup in the permission-based ecommerce ecosystem space, had gained initial success with the launch of its first Artificial Intelligence (AI) driven customer engagement product. It had several clients and was generating recurring revenues. AI-driven data analytics was a new industry and CXsphere had a unique business model.

Published 20 Feb 2023

Reference 6693

Topic Marketing

Industry Market Research

Region Global

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Janani – an affiliate of the US-based NGO, DKT International – offers reproductive health products and services to low-income consumers from its base in Patna, Bihar. It has grown tremendously, expanding its coverage from 8 to 25 states — almost the whole of India.

Published 18 Oct 2022

Reference 6769

Topic Responsibility

Region Asia

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The case focuses on Save the Children’s Center for Utilizing Behavioral Insights for Children (CUBIC), founded in April of 2020 with the goal of utilizing behavioral decision theory insights to design and implement randomized control trials (RCT) and use that evidence for robust decision making.

Published 22 Aug 2022

Reference 6761

Topic Responsibility

Industry Non-Profit Organization Management

Region Asia

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The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.

Published 15 Mar 2022

Reference 6737

Topic Marketing

Industry Food and Beverages Production

Region South America

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SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.

Published 17 Jan 2022

Reference 6681

Topic Marketing

Industry Cosmetics Luxury Goods and Jewelry

Region Asia

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The case describes the story of Sri Lanka-based Dilmah Ceylon Tea. Founded in 1988 by the current CEO’s father, the company pioneered the concept of ‘single-origin tea picked, perfected and packed’ in Sri Lanka, with a brand based on taste, goodness and purpose. Present in over 105 countries, it is one of the most well-known Sri Lankan brands worldwide.

Published 06 Dec 2021

Reference 6685

Topic Marketing

Industry Food and Beverages Production

Region Global

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After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

Published 21 Apr 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services Consumer Electronics

Region Asia

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After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

Published 24 Feb 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services Consumer Electronics

Region Asia

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After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

Published 24 Feb 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services Consumer Electronics

Region Asia

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Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.

Published 26 Mar 2018

Reference 6388

Topic Responsibility

Industry Pharmaceuticals

Region Asia

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This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.

Published 24 Mar 2016

Reference 6192

Topic Marketing

Industry Apparel and Fashion

Region Asia

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With the publication of CK Prahalad’s “The Fortune at the Bottom of the Pyramid” (2005), the poor were suddenly seen as a potential market in the eyes of multinational corporations (MNCs). Although poor, the BOP is a large and growing market.

Published 27 Oct 2014

Reference 6088

Topic Strategy

Industry Pharmaceuticals

Region Asia

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The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

Published 07 Jan 2007

Reference 5463

Topic Marketing

Industry Consumer Goods

Region North America

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This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.

Published 01 Jan 2007

Reference 5426

Topic Marketing

Industry Marketing and Advertising

Region North America

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Branding, Marketing and the Internet, Creativity and Innovation, Aesthetics and Product Design, Marketing in Emerging Economies