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Case study
Publication date: 1 October 2011

Srividya Raghavan

Marketing, marketing communication and business strategy.

Abstract

Subject area

Marketing, marketing communication and business strategy.

Study level/applicability

Graduate level and some core courses in undergraduate level.

Case overview

The case describes the evolution of a start-up company, Great Sports Infra Pvt Ltd, which had acquired the exclusive dealership of the largest artificial sports surface products company – FieldTurf Tarkett. Great Sports Infra was started as a small business with a capital of INR 5 million, by Mr Anil Kumar who had won the exclusive license to sell the FieldTurf brand of artificial turf in India and the SAARC region. FieldTurf was a well entrenched brand for playing surfaces in several developed countries around the world. The size, scope and consumer base of the Indian market was vastly different from the mature markets in which FieldTurf was a well established brand. Anil had to find a market for the product in India which was a classic context of “existing product entering a new market” – in this case an emerging market. Identifying new markets and targeting them with a relevant marketing mix and communication mix were the dominant challenges faced by Anil. Having developed the market in India, he now faces competition from cheaper manufacturers and limited growth in the sports infrastructure. The students must deliberate on current strategies and suggest strategies for the future growth of the product in this market.

Expected learning outcomes

  • Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.

  • Understanding positioning strategy.

  • To understand how to extract IMC strategy from business strategy.

  • Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.

  • Understanding the role of 6Ms in designing a communication plan.

  • Understanding how to identify appropriate media mix.

  • Understanding the holistic IMC framework.

Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.

Understanding positioning strategy.

To understand how to extract IMC strategy from business strategy.

Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.

Understanding the role of 6Ms in designing a communication plan.

Understanding how to identify appropriate media mix.

Understanding the holistic IMC framework.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Book part
Publication date: 1 January 2004

Jennifer Earl

Work on repression within the social movements literature has largely focused on state-based and coercive repression, despite both the empirical importance of private and…

Abstract

Work on repression within the social movements literature has largely focused on state-based and coercive repression, despite both the empirical importance of private and non-coercive forms of protest control and the theoretical leverage studying other forms of protest control could offer. This paper argues that scholars should shift from studying repression, which as a terminology carries connotations about state-based and coercive action, and instead focus on the “social control of protest.” The paper then manufactures a literature on private forms of protest control, culling existing work from disparate fields and literatures. These works are organized using a previously published typology of repressive forms that covers such diverse actions as vigilantism and countermovement violence. This organization reveals that empirical research has been done on private protest control even if it has not been named as such or been connected to a coherent body of scholarship on the subject. The paper then examines possible directions for future research that could facilitate the growth of scholarship on private protest control.

Details

Authority in Contention
Type: Book
ISBN: 978-0-76231-037-1

Book part
Publication date: 6 August 2018

Ana M. Aranda and Tal Simons

We explore the simultaneous influence of activist organizations and corporations on institutional change. Focusing on protests, campaign contributions, and lobbyists as the…

Abstract

We explore the simultaneous influence of activist organizations and corporations on institutional change. Focusing on protests, campaign contributions, and lobbyists as the strategies used by activist organizations and corporations to influence institutional change, we study the dynamics between movements and counter-movements and their influence on the probability of institutional change. In the context of the US tobacco industry, the results shed light on the effectiveness of these strategies and uncover potential moderators of this relationship. Overall, we demonstrate the simultaneous and asymmetric effects of activist organizations and corporations that use conspicuous and inconspicuous strategies to change institutions.

Details

Social Movements, Stakeholders and Non-Market Strategy
Type: Book
ISBN: 978-1-78754-349-2

Keywords

Article
Publication date: 27 January 2021

Deptii Devendra Chaudhari and Ambika Vishal Pawar

This paper aims to examine the trends in research studies in the past decade which address the use and analysis of propaganda in social media using natural language processing…

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Abstract

Purpose

This paper aims to examine the trends in research studies in the past decade which address the use and analysis of propaganda in social media using natural language processing. The purpose of this study is to conduct a comprehensive bibliometric review of studies focusing on the use, identification and analysis of propaganda in social media.

Design/methodology/approach

This work investigates and examines the research papers acquired from the Scopus database which has huge number of peer reviewed literature and also provides interfaces to access required for bibliometric study. This paper has covered subject papers from 2010 to early 2020 and using tools such as VOSviewer and Biblioshiny.

Findings

This bibliometric survey shows that propaganda in social media is more studied in the area of social sciences, and the field of computer science is catching up. The evolution of research for propaganda in social media shows positive trends. This subject is primarily rooted in the social sciences. Also this subject has shown a recent shift in the area of computer science. The keyword analysis shows that the propaganda in social media is being studied in conjunction with issues such as fake news, political astroturfing, terrorism and radicalization.

Research limitations/implications

The lack of highly cited papers and co-citation analysis implies intermittent contributions by the researchers. Propaganda in social media is becoming a global phenomenon, and ill effects of this are evident in developing countries as well. This denotes a great deal of scope of work for researchers in other countries focusing on their territorial issues. This study was conducted in the confines of data captured from the Scopus database. Hence, it should be noted that some vital publications in recent times could not be included in this study.

Originality/value

The uniqueness of this work is that a thorough bibliometric analysis of the topic is demonstrated using several forms such as mind map, co-occurrence, co-citations, Sankey plot and topic dendrograms by using bibliometric tools such as VOSviewer and Biblioshiny.

Details

Information Discovery and Delivery, vol. 49 no. 1
Type: Research Article
ISSN: 2398-6247

Keywords

Article
Publication date: 2 May 2008

Joshua L. Cox, Eric R. Martinez and Kevin B. Quinlan

The purpose of this paper is to examine the role of blogs in corporate communication and proposes general policies to help corporations effectively and ethically use blogs. Blogs

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Abstract

Purpose

The purpose of this paper is to examine the role of blogs in corporate communication and proposes general policies to help corporations effectively and ethically use blogs. Blogs are among the new communication media that are playing an increasingly important role in the corporate world. Most companies, however, are not yet taking advantage of this opportunity, nor do they manage the associated risks. We have developed a series of best practices to help companies address this issue.

Design/methodology/approach

We examine the evolution of the blogging phenomena and create a framework for characterizing the potential impact of blogs on the corporation. Policies are derived from data compiled from the literature, case studies, and existing proactive corporate strategies.

Findings

Most companies do not have well developed strategies for corporate blogging. As a communication medium, blogs represent a significant opportunity to further corporate marketing goals, particularly in light of the changing face of information consumption. The prevalence of blogs poses risk to corporations as a relatively uncontrolled medium.

Practical implications

This paper illustrates the need to develop proactive strategies for corporate blogging and provides guidelines for corporate blogging policies. Companies should integrate blogging policies into their overall corporate communication strategy as well as develop an approach for addressing the risks they impose.

Originality/value

This is the first paper to consider both the benefits and risks of blogging from a policy point of view.

Details

Journal of Business Strategy, vol. 29 no. 3
Type: Research Article
ISSN: 0275-6668

Keywords

Book part
Publication date: 8 August 2015

Donald F. Kuratko, Travis J. Brown and Marcus Wadell

In e-commerce, consumers have begun to rely on the opinions of fellow consumers who posted through online consumer reviews to a reputation management system. An ethical concern…

Abstract

In e-commerce, consumers have begun to rely on the opinions of fellow consumers who posted through online consumer reviews to a reputation management system. An ethical concern has arisen in the use and abuse of these new systems. We examine the underlying ethical issues that entrepreneurs are confronting in this time of surging e-commerce. Using 32 vignettes, one for each cross-section of our research construct framework, followed by two Likert scales for respondents to indicate their agreement with the action described from both the perspective of ethicality and professional acceptability, we received responses for 1,252 vignettes, which generated a dataset of 2,504 data points. The results of our pilot study suggest that the ethical considerations for business professionals conducting business online are more nuanced and complex than conventional wisdom on the subject might suggest. While 60 research subjects are small, the use of paired vignettes in our survey allowed us to measure at least 1,000 paired responses for each research construct. The results have the potential of revealing how young professionals have been conditioned by the prevalence of web-based interactions and the anonymity they afford participants, as well as the degree to which they rationalize the misrepresentation of information by business professionals for the purpose of manipulating consumers’ purchasing decisions in order to drive sales. If consumers’ trust in reputation management systems erodes, the result could be a collapse of the entire system as a meaningful source of information. We also demonstrate the tolerance of what is deemed ethical versus professionally acceptable with online business practices.

Details

The Challenges of Ethics and Entrepreneurship in the Global Environment
Type: Book
ISBN: 978-1-78441-950-9

Keywords

Content available
Book part
Publication date: 2 December 2019

Lloyd J. Dumas

Abstract

Details

Building the Good Society
Type: Book
ISBN: 978-1-83867-629-2

Abstract

Details

Building the Good Society
Type: Book
ISBN: 978-1-83867-629-2

Book part
Publication date: 6 August 2018

Thomas P. Lyon

Social movement organizations increasingly engage directly with companies, rather than using the political process to regulate them. This development has spawned lively new…

Abstract

Social movement organizations increasingly engage directly with companies, rather than using the political process to regulate them. This development has spawned lively new literatures on non-market strategy and on social movements, but the two would benefit from engaging each other more effectively. A common framework and set of shared constructs would allow for collaborative theorizing on how new issues emerge into the public sphere, how interest groups mobilize, and how public opinion is formed; transaction cost analysis, with its primarily verbal theorizing, may prove a helpful starting point. Empirical knowledge is growing rapidly, yet many exciting questions remain open.

Details

Social Movements, Stakeholders and Non-Market Strategy
Type: Book
ISBN: 978-1-78754-349-2

Keywords

Abstract

Details

Malleable, Digital, and Posthuman
Type: Book
ISBN: 978-1-80117-621-7

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