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Ballarpur Industries Ltd: aligning marketing strategy in a turbulent environment

Joffi Thomas (Indian Institute of Management Kozhikode, Calicut, India)
Ashok Pratap Arora (Management Development Institute, Gurgaon, India)
Rajen K. Gupta (Management Development Institute, Gurgaon, India)

Publication date: 1 July 2011


Subject area

Transforming a production-oriented firm into a marketing-oriented firm; aligning marketing strategy of local companies in globalizing emerging markets; creating sustainable competitive advantage.

Student level/applicability

Post graduate management courses in marketing management, strategic marketing, international marketing, business strategy.

Case overview

This case is about how the leader in the Indian paper industry, Ballarpur Industries Ltd (BILT), is proactively transforming a production-oriented firm to a marketing-oriented firm to compete in the globalizing emerging market scenario, in the wake of economic liberalisation. It requires the participants to evaluate the impact of marketing initiatives made, and align BILT's marketing strategy to leverage it's strengths and help create sustainable competitive advantage.

Expected learning outcomes

To understand the need for local companies in emerging markets to proactively align marketing strategy to build competitive advantage in the globalizing industry.

Supplementary materials

Teaching notes.



Thomas, J., Arora, A.P. and Gupta, R.K. (2011), "Ballarpur Industries Ltd: aligning marketing strategy in a turbulent environment", , Vol. 1 No. 3.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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