Product details

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Abstract

Merchandise of B-schools is popular among respective B-schools students. The merchandise is not only considered as a brand but also as souvenirs. The WBS (WISE Business School) merchandise shop was one of the established students’ initiatives for past 10 years in the B-school. It enjoyed exclusive rights of providing souvenirs and also produce merchandise for various programs, events and fests in the institute, at times it received special orders too. Since last three years, the store experienced competition from other mushroming customized products makers - initiatives taken by students and few staff members of the B-school, which were not legal completely though - but the business was smooth for WBS until the beginning of 2014. Within a year, matters took a bad turn and in December 2014, the entrepreneur who had purchased the rights called it quits and the WBS merchandise store announced its closing, owing to chaotic atmosphere. The reasons for closing were many - lack of management, multiple players targeting a small segment and misunderstanding regarding consumer needs and demands, etc. The case study deals with the importance and need for exclusivity to promote entrepreneurial culture within B-schools for initiatives to grow. The case study also enables an insight into how lack of proper rules affects business and the brand credibility.
Location:
Industry:
Other setting(s):
2016

About

Abstract

Merchandise of B-schools is popular among respective B-schools students. The merchandise is not only considered as a brand but also as souvenirs. The WBS (WISE Business School) merchandise shop was one of the established students’ initiatives for past 10 years in the B-school. It enjoyed exclusive rights of providing souvenirs and also produce merchandise for various programs, events and fests in the institute, at times it received special orders too. Since last three years, the store experienced competition from other mushroming customized products makers - initiatives taken by students and few staff members of the B-school, which were not legal completely though - but the business was smooth for WBS until the beginning of 2014. Within a year, matters took a bad turn and in December 2014, the entrepreneur who had purchased the rights called it quits and the WBS merchandise store announced its closing, owing to chaotic atmosphere. The reasons for closing were many - lack of management, multiple players targeting a small segment and misunderstanding regarding consumer needs and demands, etc. The case study deals with the importance and need for exclusivity to promote entrepreneurial culture within B-schools for initiatives to grow. The case study also enables an insight into how lack of proper rules affects business and the brand credibility.

Settings

Location:
Industry:
Other setting(s):
2016

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