The case was developed through extensive primary research using qualitative interview techniques and thematic coding. Direct interactions and in-depth interviews with Amy Crawford provided rich, nuanced insights into her experiences, decisions and emotional responses. These personal interviews were supplemented by discussions with industry professionals, including an established author, experienced book reviewers, a marketing coordinator from a publishing house and an author assistant specialized in promotional and administrative support.
Amy Crawford, a self-described introvert and former kindergarten teacher without any aspirations of being in the public eye or being an entrepreneur, unexpectedly finds herself at the threshold of a promising career as a historical fiction author with her debut novel, Under the Scottish Sky: A Beauty and the Beast Retelling. With Amy’s limited experience utilizing digital marketing and managing a brand, she struggles knowing that she will be expected to take an active role in the marketing of her book, largely through self-promotion.
Courses: Entrepreneurship, New Venture Creation, Digital Marketing, Strategic Marketing, Small Business Creation, Innovation & Technology Management, Marketing Management.Levels: Undergraduate (upper-level), Graduate (MBA and specialized master’s programs).Placement in course: Suitable as a mid-term or capstone case study to integrate various marketing and entrepreneurial strategic concepts.Topics covered: Entrepreneurship and small business creation & management, branding and digital marketing strategies, personal branding and self-promotion, creative and publishing industry dynamics, core competency balance with growth initiatives and strategic decision-making.
