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Article
Publication date: 10 April 2017

Piyush Kumar Sinha, Suraksha Gupta and Saurabh Rawal

The purpose of this paper is to develop a framework to understand how bottom of the pyramid (BoP) retailers adopt brands who sell to a very different set of customers and are…

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Abstract

Purpose

The purpose of this paper is to develop a framework to understand how bottom of the pyramid (BoP) retailers adopt brands who sell to a very different set of customers and are served through long indirect channels.

Design/methodology/approach

In this study, 60 retailers belonging to different villages of Central and North Gujarat were interviewed. The interviews were audio recorded, transcribed and analyzed. A grounded theory-based analysis was carried out.

Findings

The analysis brought out six criteria used by the retailers in selecting brands with demand for the brand as the most dominant factor. Other criteria included brand adoption by other retailers, profitability, influence of wholesaler/distributor and packaging.

Originality/value

Previous studies with regard to brand adoption by retailers have focused on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands. Most studies have approached the subject from a distribution perspective of reaching these markets.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

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Case study
Publication date: 26 March 2018

Sumi Jha and Som Sekhar Bhattacharyya

This case can be used in courses on strategic management for second year masters’ level management students (with a focus on strategic analysis of internet-based business models…

Abstract

Subject area

This case can be used in courses on strategic management for second year masters’ level management students (with a focus on strategic analysis of internet-based business models in India) and entrepreneurship (with a focus on business growth). The primary focus of the case is how an internet-based business model in the food industry took shape.

Study level/applicability

The case enumerates how strategic analysis can be performed to analyze the firm based on topics such as the analysis of the mission and vision of Holachef based on the Ashridge mission model, examining strategy with Mintzberg’s 5Ps of strategy, performing a PESTLE analysis of HolaChef, evaluating Holachef with Porter’s industry analysis, performing Value net analysis for Holachef, examining Holachef’s business with strategy group analysis, examining the roots of core competencies of Holachef and explaining Holachef’s resource and capabilities with the valuable, rare, inimitable, non-substitutable (VRIN) Framework.

Case overview

Saurabh Saxena and Anil Gelra co-founded Holachef, “a restaurant in cloud” in March 2014. In a city like Mumbai, there are many households where both partners work; this had led to difficulties for people finding time to prepare food at home. Holachef is an online delivery platform which aggregates chefs for home-like multiple cuisine preparation. Holachef’s vision is to satisfy the need for homemade healthy food. The three pillars of Holachef to provide such food are technology (orders are taken through a website, mobile application and phone calls), food (enlisted chefs on the website) and logistics. The food prepared by chefs is assembled at different distribution centres and routed to customers. The efficient logistics and storage system maintain the quality of food. These pillars help Holachef to serve customers with efficiency at affordable prices.

Expected learning outcomes

Performing strategic analysis from both an industrial organization theory and resource-based view (RBV) perspective with VRIN framework. This is in the context of online business models in a digitizing India. Entrepreneurial strategy concepts and challenges faced by entrepreneurs in an online business.

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 11: Strategy.

Details

Emerald Emerging Markets Case Studies, vol. 8 no. 1
Type: Case Study
ISSN: 2045-0621

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