Teach For India: Marketing an Idea

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


  • Understand that crucial constituencies and value propositions often change as a for-profit or nonprofit business moves from one country (or part of the world) to another

  • Apply the disciplines of market positioning of for-profit businesses (target market selection, frame of reference, and point of difference or superiority) to a nonprofit business

  • Create value propositions for the various constituencies of a nonprofit organization, including volunteers, funders, and aid recipient



Hennessy, J. and Krishnan, C. (2017), "Teach For India: Marketing an Idea", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000335

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