Search results

To understand the goals and key performance indicators of online social media marketing and the primary drivers of interaction in a social community. To analyze the challenges faced by the team during the launch of the new digital platform National Bank of Fujairah (NBF) Connect, interacting with an already online present small- and medium-sized enterprise (SME) community. To analyze the concept of community marketing in an emerging country and appreciate the value of digital platforms in customer relationship management. To identify and critically evaluate insights on which ideas for marketing communication activities for NBF Connect can be built upon. To build an operational plan for NBF Connect customer engagement on online social communities.

In 2020, NBF launched a new digital platform for SMEs in the United Arab Emirates (UAE) called “NBF Connect” with the purpose of redefining banking services for the small businesses sector. The digitalization wave in the UAE was revolutionizing various industry sectors. The global banking industry was already impacted by digitalization and some banks in the UAE, especially in the retail segment (Emirates NBD, 2017), had already introduced many technology-led innovations bringing more effectiveness in the processes and better customer experience. However, the SME banking segment was lagging in terms of innovation. In 2020, the COVID-19 pandemic situation, with compulsory lockdowns and social distancing, changed the way of doing business for entire industries and increased the pressure on banks for the provisioning of new digital products. Rose joined NBF in the first part of 2020 as Product Owner of the project NBF Connect. The new digital platform was ideated by NBF to be differentiated from other banking products. It was co-created with insights from and regular interaction with the SME community. After the deployment of the first version of the platform in April 2020, Rose realized that the user adoption and commercial results were below par. Over the next three months, only a few users were using the platform with shallow interactions. This case study looks at Rose’s journey as NBF refined and evolved its SME banking platform, including developing and positioning the digital platform in the market, identifying competitive advantages and developing the right commercial strategy to monetize NBF’s investment in the digital platform’s development.

Students are expected to have knowledge of the issues relevant to marketing and communication management, product management and business development.

Teaching Notes are available for educators only.

CSS 8: Marketing

Learning objectives are as follows: Analyze the reasons for the implementation of retrospective taxation by the Government of India; infer the dynamics of international tax laws and the settlement process of international taxation disputes; critically analyze the factors that led to the Indian Government’s decision to scrap the retrospective tax; and infer the relationship between a country’s taxation system and its potential to attract foreign direct investment.

This case is an analysis of the Indian Government’s decision to scrap the retrospective taxation amendment. The case discusses the underlying factors that led the incumbent government to take this sudden decision. The case discusses in detail the causes for the introduction of the retrospective taxation amendment and the tax terror unleashed by this draconian law. The case also discusses the embarrassment faced by the Indian Government because of a series of adverse decisions against it and in favor of Cairn Energy and Vodafone in the international courts. It also discusses the adverse effect on Indian banks in case of ailing telecom conglomerate Vodafone Idea Ltd failure.

The case is best suited for postgraduate and executive students studying Taxation subjects in Commerce and Business Management streams.

Teaching notes are available for educators only.

CSS 1: Accounting and Finance.

Besides the metrics developed to measure the impact of the video campaign run by the company, the case has serious practical implications for all companies in emerging markets selling budget/low-cost products. Marketing managers can take note of these key performance indicators in evaluating the success of their social media campaigns.More importantly, students need to understand how the campaign managed to integrate uninitiated and less-privileged consumers to the world of social media with aspirational sentiments.

The case deals with a digital media planning activity for a low-cost handset company based in India. TRIVIA International Ltd is a manufacturer and marketer of smart phones and feature phone in the price range of below US$70–100 and US$20, respectively. The phones cater to low-income consumer bracket, which forms the vast microcosm of India. The consumer base is huge, but the purchasing power is very low, so they are at times referred to as the micro-consumer in Bottom of Pyramid approach. To approach this consumer base, Trivia planned a very engaging campaign on social media that yielded positive results, contrary to popular belief that only high-income individuals explore the social media intensively through their smart phones. The chapter ends with a set of recommendations for all digital managers who want to analyse their campaigns effectively via awareness, sentiment and engagement metrics.

The case is meant for all post graduate programs in Business Management, which include the MBAs, Masters in Business Administration and the Executive Development program for managers. The case can also be used in Part Time Business Management programs held over weekends for working professionals. Most likely the students are going to handle this case in their second year of a full-time program or at an advanced level of their career development programs. The subjects so mentioned here were offered as electives or areas of specialization. It is presumed that the students undergoing these courses have basic understanding of marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to study and identify the four core management principles of the POLC management framework: planning, organizing, leading and controlling. In particular, students are expected to understand that the classical conceptual frameworks used in strategic management are useful and valid for the planning principle in tech startups.

This case study presents the story of Tomás Pollak, founder and CEO of Prey, a software company dedicated to tracking stolen mobile devices. It covers a period of six years beginning at the foundation of the company in 2009 and up to 2015, when the company faced the choice of entering into an alliance with a government agency: The Investigations Police of Chile (PDI or Policía de Investigaciones de Chile). Tomás faced the decision of either going through with the alliance, while dealing with the dire need of recruiting and retaining company talent. This case highlights several management challenges and common strategies faced by entrepreneurs and is intended to spark a class discussion about how the relevance of these management concepts in the context of startups.

Undergraduate, MBA or Post-Graduate courses: Entrepreneurship, Venture Creation, Tech Ventures / Startups / Scaleups, Management / Corporate Management / Business Administration, Strategy.

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

CSS 3: Entrepreneurship.