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ABIL’s dilemma : to brand or not to brand in India. Vol. 1 No. 1 2011 [Tài nguyên điện tử]
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Tóm tắt
Abhishek Industries Limited (ABIL) is an entrepreneurial venture of Mr Abhishek Batra that came into being in 1993. ABIL is the leading supplier of Terry Towels to some of world's leading retailers including Wal-Mart, JC Penney and Sears. In spite of some business fluctuations, ABIL has an impressive performance record that is reflected in its financial data. The concern, however, is that of product commoditisation, since established foreign importers and distributors prefer to sell the products under their own brand name. Consequently, even though the export margins may be lucrative; the lack of a brand presence is what bothers the senior management of the company. Given an optimistic domestic business scenario, the senior management is once again evaluating the odds to enter the domestic market using its own brand name. While some of the younger managers are optimistic and want ABIL to emerge as a brand, some senior colleagues are unsure.
Mô tả
Emerald Emerging Markets Case Studies
Năm xuất bản
2011
Tác giả
Sisodia, Sonal
Nhà xuất bản
Emerald Group Publishing Limited
Bộ sưu tập
Vui lòng sử dụng ứng dụng TMU DRM để tải/mượn tài liệu số
