SPJIMR faculty wins at ISB-IVEY Global Case Competition 2014
Dr.Ashita Aggarwal Sharma, Associate Professor, Head - Marketing Department at SPJIMR, Mumbai and SPJIMR alumnus Ms. Lulu Raghavan, Managing Director of Landor Associates, have won the “Marketing Category Award” at ISB-Ivey Global Case Competition 2014. Their winning entry, “Mahindra ‘Rise’: A Brand Architecture Decision”, discusses how Mahindra worked on its brand architecture strategy so that it is seen as a progressive, dynamic, modern and customer-centric brand. After the global positioning of Mahindra was worked under ‘Rise’; there was a need to realign many businesses under its portfolio so that together they can echo the common cause and further strengthen the corporate Mahindra brand. The case discusses the possible brand architecture solutions for company. Said Dr. Ashita: “We worked on the case for over a year. It was a great experience working with Landor, the agency which actually worked on Mahindra brand strategy and the Mahindra team who are the force behind this project and are now responsible for implementation of this new architecture. The case can be used in business schools for a greater understanding of corporate brand architecture. I feel there is dearth of Indian cases to deliver some critical brand concepts and my case attempts to fill this gap” This is the second year running that Dr. Sharma has emerged a winner at the ISB-Ivey Global Case Competition. Last year, the case "Evoe Spring Spa: A Positioning Dilemma" by SPJIMR faculty Dr. Sharma and Dr. Renuka Kamath with Sunil Rao, Director- Marketing, TFFS, was the overall winner at the ISB Ivey Case Competition 2013.
Launched in 2010, the ISB-Ivey Global Case Competition has gained prominence in India and abroad and is widely considered an important source for India-centric cases by B-Schools around the globe. The response to this year’s Competition was unprecedented, with 109 entries from India, the United States, Canada, Australia and Switzerland. The cases spanned a wide spectrum of management areas, from more traditional subjects such as Strategy, Marketing, and Leadership, to growing areas of interest such as, Social Enterprise and Business Ethics. The case will be published by Ivey Publishing as an ISB-Ivey co-branded case and distributed through Ivey and Harvard Business Publishing.