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1 – 2 of 2Gina Vega, Earl Simendinger and Stephanie J. Thomason
Academic research cases (ARC) provide interesting learning situations and challenging problems to study. However, it can be difficult to bring these research cases to classroom…
Abstract
Synopsis
Academic research cases (ARC) provide interesting learning situations and challenging problems to study. However, it can be difficult to bring these research cases to classroom teaching because the “answers” are embedded within the case studies. Research cases can be redesigned as teaching cases (TCs) through a method of unwrapping the ARC and re—visioning it as a TC. One method is provided in this paper.
Research methodology
The authors have taken an unpublished research study and rewritten it as a TC. Elements from both manuscripts are provided in tabular form to guide the creation of TCs by academic researchers.
Relevant courses and levels
This paper will be helpful for any academic who wishes to transform a qualitative research case study into a useful classroom teaching tool.
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Keywords
Ritu Srivastava and Akhil Mangla
The learning outcomes are as follows: understand the challenges and opportunities of an unorganized business/informal economy; compare and contrast the applications of customer…
Abstract
Learning outcomes
The learning outcomes are as follows: understand the challenges and opportunities of an unorganized business/informal economy; compare and contrast the applications of customer engagement frameworks between small and big businesses; outline the steps in product design in a services context; discuss the services marketing mix as a part of the marketing strategy; and understand the need of scaling up the business operations in wake of new opportunity.
Case overview/synopsis
Sukhpal Dairy Farm (SDF) is a case of unorganized milk marketing in the Indian Emerging Market. Milk was sold as a commodity with a fragmented set of suppliers to only a small population. Changes in consumer demand, technology and supply chain presented huge opportunities to the small dairy farmer. But it was also a threat to him. The large corporater, players backed by strong logistics and supply chain operations support posed a big challenge to the small farmer who lacked scale and reach. Sukhpal, owner of SDF, struggled while considering the options to grow his business. He did not want to change the success factors of his existing business model that was based on word of mouth and customer engagement.
Complexity academic level
MBA students.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS: 8: Marketing.
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