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Intrim Business Associates: taking on global consulting goliaths

Parag Rastogi (Management Development Institute, Gurgaon, Haryana, India)
Radharani Sharma (Management Development Institute, Gurgaon, Haryana, India)

Publication date: 3 March 2015


Subject area

Entrepreneurship, Strategic Marketing, Retail Management.

Study level/applicability

It may be used in marketing/strategy/organisation behaviour courses of MBA programmes as well as in specific executive education programmes dealing with business strategy, sales and marketing, entrepreneurship and organisation behaviour.

Case overview

In 2002, Rajan Chhibba co-founded Intrim Business Associates (IBA), a niche strategy consulting firm in India. IBA pitched for a consulting assignment for retail strategy/implementation with a steel manufacturer in India, where they were pitched against a large global consulting firm. After conducting a diagnostic study and reaching a stage where IBA had almost got the project, the client put forth a demand which was make-or-break for IBA. The case puts forth the questions faced by Rajan Chhibba at the time of replying to the client: How was IBA different from global consulting firms? Was IBA willing to compromise on quality of the project to reduce costs? Was reduction of price the only option for getting the project? What factors should Rajan Chhibba consider before making his final pitch?

Expected learning outcomes

This case may help students to: appreciate an entrepreneur's smart strategy up against formidable competition, analyse the resources crunch an entrepreneur faces and how he overcomes them, understand how organisations learn from their experience and appreciate the challenges in a competitive environment.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



Rastogi, P. and Sharma, R. (2015), "Intrim Business Associates: taking on global consulting goliaths", , Vol. 5 No. 1.



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