...). Orme, B. (2010). Getting started with conjoint analysis: Strategies for product design and pricing research. Madison, WI: Research Publishers LLC. Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review, March–April 1979. Porter, M. E. (1980...

... and capacity management while expanding the menu. It is to be noted that there is not much flexibility in terms of capacity for Ajay’s store. Service operations Service management Consumer food purchasing Consumer behaviour Strategy Product design Ajay Takeaway Foods LLP (Ajay Foods...

...Debabrata Chatterjee; Jasleen Kaur Learning outcomes The learning outcomes are as follows: Understand the concept and characteristics of Bottom of Pyramid (BoP) markets; understand the concept and characteristics of frugal innovations; understand the Design Thinking approach to product design...

... with the founders and also carried out a virtual interview with Atul and Ankit in May and June 2020 to develop the case study, and in October 2021 to update the case write-up. Environmental issues Innovation Leadership Product design Sustainability Ankit and Atul refused to take up jobs after...

...(4), 21–23. Yankelovich, D., & Meer, D. (2006). Rediscovering market segmentation. Harvard Business Review, 84(2), 122–131. The case involves various marketing management issues such as identifying the right market segment(s) and product design selection. The case discusses...