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Author: Purkayastha, D.
YOUR SEARCH PRODUCED 34 MATCHES. PAGE 1 of 4 Items 1-10 of 34
Unilever's 'Real Beauty' Campaign for Dove
Authors: Fernando, R; Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2007
This case is about Unilever's 'Campaign for Real Beauty' (CFRB) marketing campaign for its leading personal care brand 'Dove'. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry.
JC Penney's People Strategy: Setting the Right Climate for Human Resource Development
Author: Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
The case is about JC Penney's (JCP) human resource development (HRD) strategy and also highlights learning issues related to corporate coaching.
Collective Bargaining: The General Motors-United Auto Workers Deal
Authors: Purkayastha, D.; Faheem, Hadiya
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
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This case is about the collective bargaining agreement between one of the world's leading automobile manufacturers, General Motors Corporation (GM), and the United Auto Workers (UAW) in late 2007.
MTV Networks: The Arabian Challenge
Author: Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
Music Television Networks (MTVN) had developed over the years a reputation for its ability to provide localized content without diluting what MTV stood for.
Pfizer Inc's Lipitor: The Celebrity Endorsement Controversy
Authors: Srinivasa, Adapa; Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
In 2006, Pfizer, Inc, the world's largest pharmaceutical company, was facing a big challenge in sustaining the sales of its cash cow Lipitor.
Johnson & Johnson's "Camp Baby": Great Customer Relationship Management or a Public Relations Fiasco?
Authors: Purkayastha, D.; Indu, P.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
The case discusses in detail, 'Camp Baby,' an event organized by Johnson & Johnson (J&J), one of the largest health care companies in the world that has over the years built up a reputation as a marketing-savvy company.
Kleenex: The Saga of a Super Brand
Authors: Srinivasa, Adapa; Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
Consumer packaged goods major, Kimberly-Clark Corporation, had, over the years, made Kleenex a super brand.
Market Leader Strategies: Astrazeneca Defending its Turf
Authors: Syeda, I.; Purkayastha, D.
Product Type: Cases
Source: Olalla DomÃnguez Liste
Publication Year: 2008
This case is about AstraZeneca Plc's strategic defense of its market leadership in the gastrointestinal (GI) drugs market. The strategy proved to be very successful but also came in for strong criticism with many critics contending that the success of Nexium was a triumph of marketing over science.
Pfizer's Intellectual Property Rights Battles in China for Viagra
Authors: Fernando, R; Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2007
This case discusses the numerous intellectual property rights (IPR) litigations for Pfizer Inc in China with regard to Viagra, its blockbuster drug for erectile dysfunction.
Treading on that Fine Line?: Caselets in Marketing Ethics
Authors: Syeda, I.; Purkayastha, D.
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008
This is a series of three caselets featuring some specific incidents in three companies that led to some ethical concerns being raised against them.
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