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Case
-
Reference no. IMD-2-0123
Prize winner
Compact case
Published by:
IMD (2005)
Version:
24.04.2006
Length:
4 pages
Data source:
Field research

Abstract

This is the second of a three-case series (IMD-2-0122 to IMD-2-0124). The (B) case shows how performance lagged behind expectations. Women dropped out of the scheme, sales decreased during the harvest season, and the system risked losing momentum. HLL needed to decide whether to wait for the system to eventually take off, or to implement changes to the complex system of interdependent variables and players. This case shows how a mere innovation, as outlined in the (A) case (IMD-2-0122), is insufficient to create a sustainable model. Learning, facing reality, and giving the system time to evolve are key success factors.

Topics

Rural marketing; Sustainable marketing; Sustainability; Women in business; India
Location:
Industry:
Size:
USD50 billion in sales
Other setting(s):
2001-2005

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Awards, prizes & competitions

2006 - oikos Case Writing Competition - first prize winner

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