Cultural Symbolism and an Entrepreneurial Brand-The Indian Context Harvard Case Solution & Analysis

The case scenario relates to Inscape, a Bangalore company that is entrepreneurial in the kind of furniture trying to develop a brand. Since times immemorial, people have expressed their "one-upmanship" in a number of ways. Consumer behavior has a ''self-concept'' component that's represented in the emblematic behavior of consumers.

Brands products, and possessions of consumers form a representational element of their self-concept. Status orientation, reflection of lifestyles, and a sense of belongingness are a few of the universal subjects associated with symbolism. Western symbolism is being closely followed by emerging markets such as India with respect to possession and consumption of goods and consumer brands.  The case scenario presents an ancient perspective on the classification by splitting the timeline into three intervals of time frame that stretches from the pre-autonomy to the post-liberalization era.

The next aspect is the unorganized temperament of the furniture business. An unorganized industry structure in the Indian context means several offerings that are unbranded are a portion of the business. A number of these offerings may be of sub-standard quality, might not have distribution channels that are typical and most importantly these offerings are priced substantially lower than the branded offerings. Approximately 90% of the industry is distinguished on the basis of unorganized segment of industry. The third perspective of the case scenario is the challenge in conceptualization of a marketing strategy that may be extractedfrom ethnic symbolism and self-concepts associated with the category.

PUBLICATION DATE: January 30, 2015 PRODUCT #: IMB489-PDF-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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