TY  - JOUR
AB  - Learning outcomes The learning outcomes are to get an understanding of the greeting cards (GCs) industry – appreciate the evolution of the industry and the changes that have been impacting the industry; analyze the external environment situation and assess the current strategy of Archies; analyze the existing strategy of Archies and apply the knowledge of strategic frameworks to the current business context of Archies; and create a new strategy for the company to overcome its current challenges.Case overview/synopsis The case highlights the situation faced by Archies Limited, a company, which pioneered the growth of the social expression industry in India and developed the market for GCs, a quintessentially Western concept in the Indian market. While it experienced phenomenal growth for two and a half decades, in the past 10 years, things have become more difficult for the company. Based on secondary data, this case presents various facts related to the case and seeks answers related to possible strategies that the firm may explore in the future.Complexity academic level Undergraduate and postgraduate management course in the area of strategic management. The level of difficulty can be from medium to high depending on the learning level.Supplementary materials Teaching Notes are available for educators only.Subject code CSS 11: Strategy.
VL  - 10
IS  - 1
SN  - 2045-0621
DO  - 10.1108/EEMCS-05-2019-0089
UR  - https://doi.org/10.1108/EEMCS-05-2019-0089
AU  - Nandi Subrata Kumar
AU  - Saxena Manisha
AU  - Vadehra Pallvi
PY  - 2020
Y1  - 2020/01/01
TI  - Archies limited: where have all the feelings gone?
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Publishing Limited
SP  - 1
EP  - 22
Y2  - 2024/04/23
ER  -