TY  - JOUR
AB  - 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.
VL  - 1
IS  - 3
SN  - 2045-0621
DO  - 10.1108/20450621111163331
UR  - https://doi.org/10.1108/20450621111163331
AU  - Thomas Joffi
AU  - Arora Ashok Pratap
AU  - Gupta Rajen K.
PY  - 2011
Y1  - 2011/01/01
TI  - Ballarpur Industries Ltd: aligning marketing strategy in a turbulent environment
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Group Publishing Limited
SP  - 1
EP  - 19
Y2  - 2024/04/25
ER  -