... Prasanth engaged Sasikumar, an experienced real-estate consultant and the case’s protagonist, to design and conduct an in-depth market research study that involved secondary data analysis, focus groups, expert interviews and a large-scale household survey. The case study invites students to translate...

... © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Product attributes Product management Competitive advantage Benchmarking Customer insight analysis Market research The investing pattern of Indians was also changing due to the emergence...

... marketing strategies. Critically examine the use of primary and secondary data for marketing decision-making. Case overview/synopsis Priya Raj, co-founder of Kaybase, a marketing research agency, is tasked with presenting market opportunities with identified positioning for TMY’s brands in the Indian...

... Exhibit 8), which require careful navigation and adaptation. Ali Raza can be contacted at: ali.raza@iba-suk.edu.pk © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Marketing Market research Strategy Strategic marketing Consumer behavior...

... Limited 2024 Emerald Publishing Limited Licensed re-use rights only Strategy Marketing Entrepreneurship Retail Merchandising Market research Pricing Sustainability Market research E-commerce Susmita faced a critical decision: to invest in expanding the product range to premium...