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The Case Folio
ISSN: 0972-5350

Jun '17
Previous Issues

Case Folio - The IUP Journal of Management Case Studies, a quarterly refereed publication, focuses on thought-provoking case studies covering different aspects of management. Case Folio is a useful reference for all executives, managers, practitioners, faculty members, and students. The journal is in publication since January 2002.

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  • A quarterly refereed journal focusing on thought-provoking case studies covering different aspects of management.
  • Selected teaching cases that faculty members and trainers around the world will love to take into their classrooms.
  • A useful reference for all executives, managers, practitioners, faculty members and students who want to upgrade their knowledge and skills
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(March 2017)

Baidu’s Business Model and Its Evolution

-- Syeda Maseeha Qumer and Debapratim Purkayastha

The case covers the rise of Baidu, Inc. (Baidu) as the dominant search engine in the world’s fastest growing Internet market, China. Referred to as ‘China’s Google’, Baidu was founded in 2000 with the aim of offering Internet search solutions to people in the Chinese language. Baidu’s investments in technology along with its focus on local content helped it maintain its lead in the budding search engine market in China. The case highlights the business model of Baidu, which was primarily based on a performance-oriented marketing platform for businesses to cost-effectively reach targeted Internet users. Baidu’s homegrown business practices, combined with the strength of its technology, gave it an edge over its rivals and made it the undisputed leader in the Chinese Internet search with a market share of over 80% as of 2016. The case also discusses the business model innovation at Baidu and how the company has been looking for growth outside its core Internet search business. With the search business maturing and slowing revenue growth, Baidu is moving beyond search as it invests heavily in Online-to-Offline (O2O) services and artificial intelligence. The case also discusses Baidu’s global expansion strategy and its emphasis on enhancing its footprint in emerging markets, where mobile Internet usage is rising.


-- Lourdes Urriolagoitia, Maria José Parada and Javier Carda

In 1998, José Vicente Tomás founded KERAjet, the first company in the world to develop inkjet printing technology and equipment for the ceramic industry. Even though KERAjet was located in Castellón, the heart of the Spanish ceramic industrial district, none of the main companies believed in the viability of developing inkjet technology as a new decoration technique for the industry. So, they rejected collaborating with him. A few months later, he was able to convince Ferro, an American multinational specialized in producing ceramic glazes and colors, to work together. As a result, Ferro provided the necessary knowledge and experience in the development of inks and was also in charge of the commercialization of the machinery and inks. Meanwhile, KERAjet focused on the development of the technology and machinery, as well as the software applications needed for design and inks management. However, in 2003, Ferro decided to stop collaborating with KERAjet due to the wide range of problems and costs the adaptation of inkjet technology was generating among the small number of clients they had. Determined to continue, they had three options: they could approach their neighbors again, which implied changing their attitude. The second option was accepting a collaboration agreement that Seiko, a Japanese company made to them; and the third option was selling KERAjet to a multinational company. Which was the best option for KERAjet?

Foreign Direct Investment in China: Issues and Challenges

--Trilochan Tripathy, S Venkata Seshaiah and Benudhar Sahu

The case is about the rise of China as the top recipient of Foreign Direct Investment (FDI) in the world with the adoption of the policy of economic transformation. China has moved away from an almost isolated centrally planned economy toward a marketoriented system that has made the country an attractive investment destination for multinational corporations. Accelerated economic reform initiatives and the aggressive opening up of the Chinese economy under the leadership of Deng Xiaoping resulted in a noticeable surge in foreign capital inflow into the country. The case outlines the conditions that led to the story of huge inflow of FDI into China, the effect of FDI and the issues and challenges confronting FDI in the country.

Japan’s Triple Calamity: Meltdown of Disaster Preparedness

-- Geeta Singh and Indu Perepu

The case discusses the March 11, 2011 Japan disaster in which an earthquake of 9.0 magnitude hit the northeast of the country followed by a powerful tsunami and a nuclear accident. The triple disaster resulted in massive destruction, killing and displacing thousands, and causing immense economic and environmental damage. Japan being an earthquake-prone country had been more vigilant than any other country; and had one of the world’s best extensive earthquake warning systems and the biggest tsunami barriers. However, the Japanese government was criticized for being inefficient in tackling the disaster. Many loopholes were identified in the country’s crisis management system. The nuclear accident was believed to be man-made; officials of the plant were found to be negligent and untrained. Moreover, Japan’s meteorological agency had underestimated the enormity of the earthquake and the tsunami. There were fears that the country could face severe challenges in the future due to Japanese government’s lax approach.



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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.