... in principles of marketing, entrepreneurship or emerging markets courses. Case overview The case looks at the antecedents and process of transformation of a small-scale firm into a marketing-oriented organization, through the lens of holistic marketing. The case focuses on a small-scale Bangalore based...

...Joffi Thomas; Ashok Pratap Arora; Rajen K. Gupta Subject area Transforming a production-oriented firm into a marketing-oriented firm; aligning marketing strategy of local companies in globalizing emerging markets; creating sustainable competitive advantage. Student level/applicability Post...