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The Case Folio
ISSN: 0972-5350

June '18
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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(June 2018)

Idea-Vodafone Merger: Consolidation in the Indian Telecom Sector

-- Nagendra Kumar M V and Indu Perepu

The case discusses the merger between India’s third largest mobile telephony company Idea Cellular (Idea) and the second largest mobile operator in the country, Vodafone India Limited (Vodafone). The deal announced in March 2017 was valued at around $23 bn. The merger came in the aftermath of an unprecedented change that the Indian telecom landscape had undergone after the launch of Reliance Jio Infocomm Limited (Jio) in September 2016. The leading players in the industry, who were already facing financial challenges due to huge infrastructure costs and a high debt burden, faced more problems with the exodus of customers to Jio. To face the onslaught from Jio, the telecom operators went into consolidation mode, acquiring spectrum, small players, infrastructure, etc. With Jio growing stronger by the day with offers like free mobile handsets, and another competitor Airtel also looking at consolidation through acquisitions, Idea-Vodafone faced a tough road ahead. It remained to be seen whether the biggest ever merger in the history of Indian telecom would prove to be a game changer in the world’s second largest telecom market.

Amadeus IT Group: Grow or Go – The Strategic Role of Growth in the Digital World

--Eric Viardot

Amadeus IT Group is a leading technology company dedicated to global travel and the tourism industry. In 2017, it is the leading Global Distribution System (GDS), but it has also diversified its activities in IT services. The company is directly affected by the emergence of innovative and disruptive business models in the travel and tourism industry. As an incumbent, Amadeus IT Group is now confronting new competitors such as venture-funded start-ups and consumer technology giants—such as Google, Facebook and Instagram. Up to very recent years, the success of the company has been achieved only through organic growth. However, Amadeus IT Group recently decided to accelerate its innovation strategy and develop external growth through the acquisition of other companies in order to adapt to the constant technological evolution of the travel sector. The case study examines Amadeus IT Group’s profitable growth strategy and how the company has managed to become a global leader in the GDS (and tourism) industry. Then it introduces the recent disruptive models in the tourism industry and their implications for Amadeus IT Group. Finally, the case study details the new acquisition strategy of Amadeus IT Group since 2013.

‘Game of Thrones’ TV Series: HBO’s Integrated Marketing Strategy

--Syeda Maseeha Qumer, Debapratim Purkayastha and Koti Vinodbabu

This case is about the integrated marketing strategy adopted by HBO for its hit TV drama series Game of Thrones (GoT), which went on to develop a cult-like following. In order to promote the show, HBO developed a multichannel marketing plan which focused on finding innovative ways to keep its consumers engaged at each step of the experience, from generating awareness before the show launched, to maintaining high levels of engagement and finally, cultivating consumers. HBO extensively promoted its show through social media, print, television, online communities and outdoor promotions. Although the drama series attracted criticism for its display of extreme violence and nudity, it managed to create a huge fan base across the world due to its spectacular storyline and brilliant execution and its excellent marketing strategy. A mix of smart marketing campaigns and a consumer-generated Internet buzz sustained interest levels among the audience from season to season. However, some experts felt that TV networks resorting to alternative media and gimmicks was not without its downside as it called into question the credibility of the TV medium itself. Going forward, one of the challenges for HBO would be to hold the interest of the audience and to engage them even in the forthcoming seasons of the series and beyond.

Inspirational Leadership: A Game Changer

--Sulakshna Dwivedi, Jaspreet Ahluwalia and Sumit Bhatnagar

A new Plant Head was brought in to revive the plant when the Nasik unit of Ace India Ltd. was engulfed in severe crunch in 2010 on both—people and business fronts. Almost the entire top management was changed, with the whole organization being skeptical and threatened about future. The damages were severe and nothing could be changed overnight. The new Plant Head was not welcomed by the few old HODs left in the plant, who misused their authority and power through their negative attitude. The case highlights how the Plant Head started understanding the dynamics, with a focus on achieving business goals by not sidelining profit parameters, but by correcting the people part. It required careful handling of conflicts and politics through planned change management process. With his inspirational efforts, he proved that ‘Attitude makes all the difference’ and turned around the work environment and imbued positivity in it within a span of three years. The case throws light on a mix of leadership styles applied by the Plant Head to handle team building and team dynamics to build an energized, motivating and positive organizational culture.



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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.