... decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality. © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only E-commerce Entrepreneurship Location-based services Operations...

.... Social entrepreneurship Women empowerment Indus Artisans Market Sustainable business Digital marketing Artisan crafts Supply chain challenges Rural economy Handmade products e-commerce Cultural preservation Economic inclusion Social enterprise Sustainability Digital marketing e-commerce...

... and various key performance indicators (KPIs) with respect to the E-commerce portal of handicraft products; and prepare a digital marketing campaign by analyzing tools and various KPIs. Case overview/synopsis Ram, a newly appointed digital marketing manager, had been summoned by Amit Malhotra, the Mon-Ami...

... operations and growth. Complexity academic level This case study is suitable for undergraduate-level students, particularly in courses related to business management, e-commerce, marketing and supply chain management. Supplementary materials Teaching notes are available for educators only. Subject...

... that Saraf considered a “spiritual conspiracy”. Ranjan Kumar can be contacted at: ranjan.kumar@iiml.ac.in © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Blended learning Customer insight analysis E-commerce Entrepreneurship “For three...

... to strengthen the brand’s identity of “affordable, accessible, and authentic sustainable fashion”. Case overview/synopsis This case study is based on the brand “MOS Preloved”, an e-commerce market place in India for the buying and selling of preloved sarees. Founded by Susmita Misra in July 2021...

...Pallavi Ghanshyala Vyas Learning outcomes After reading and discussing the case, the students will be able to: apply paid, owned and earned digital marketing tools to Zilli’s, analyze the omnichannel and e-commerce strategy of Zilli’s, evaluate digital marketing strategy of Zilli’s and elaborate...

... for educators only. Subject code CCS8: Marketing. Neena Sondhi is the corresponding author and can be contacted at: neenasondhi@imi.edu © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Consumer behavior Online platform e-commerce Direct...

... Digital marketing E-commerce Entrepreneurship D2C Distribution channel Social media strategy Ethical products “We are a generation of Google parents. We Google everything before buying it—from feeding bottles to shampoos to the pediatricians. It’s about being informed about what goes...

... food purchasing E-commerce Food and nutrition Marketing strategy Product management Value chain The authors wrote this case study to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors...

... market 2019 – India © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Entrepreneurship Entrepreneurial opportunity generation Entrepreneurial opportunity exploitation Innovation Marketing strategy E-commerce Rising purchasing power...

..., Shoppre turned out to be one of the best parcel forwarding and cross-border commerce companies in India, thanks to the first-mover advantage it enjoyed. Shoppre had offerings of shopping and shipping of cross-border e-commerce. As a new firm looking forward to increasing its market power, Shoppre faced...

... & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were...

... faced by Nykaa and propose strategies to bridge the gaps; learn and comprehend more about business models in e-commerce; and evaluate the e-commerce business models for deciding the best fit for Nykaa. Case overview/synopsis “Nykaa” was the brainchild of Falguni Nayar, who was an IIM alumna and had...

...Sumeet Gupta; Sanjeev Prashar Learning outcomes This case is designed to facilitate students to comprehend the challenges an e-commerce firm faces when it attempts to monetize data network effects. The challenges faced by Zomato are ideal for in-class debate and discussion. The following learning...

...Sonal Purohit Learning outcomes The learning outcomes of this case study are as follows: to understand the concept of social commerce and how it is different from e-commerce business, to discuss the unique features of Meesho’s social commerce model, to understand concepts of entrepreneurship (e.g...

... insights of selling furniture using online platform. The readers will be able to understand how retailing furniture using e-commerce is full of challenges and how various marketing activities have helped Wakefit improve their customer base. The readers can discuss the advantages and disadvantages...

..., 2021). Jagandeep Singh can be contacted at: jagan@pu.ac.in © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Strategy E-commerce Corporate strategy India-based Zomato Limited (Zomato) [ 1 ] is a leading restaurant aggregator and online...

... this case. Subject Code CSS 8: Marketing. Customer satisfaction Customer service E-commerce Entrepreneurship Marketing Retailing Zepto Customer complaints Online grocery delivery Instant delivery Customer dissatisfaction Zepto, an instant grocery delivery service, was founded...

... and mortar and retail e-commerce environments. Case overview/synopsis The case is set in 2022, right after Nykaa – the pioneer of beauty and wellness e-commerce platforms in India makes a blockbuster stock market debut in 2021. Starting in 2012 with a disruptive online model for selling beauty...