Case Study To Teach In B-Schools

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AHMEDABAD: Ahmedabad-based e-tailer will get into B-school syllabus. Ivey Publishing, a content provider to B-schools, has published "Infibeam internet retailing", a case study on the five-year-old e-tailer that would be taught to management graduates.

The content focuses on Infibeam, as an illustration of innovative B2B contractual agreements that enabled it to acquire a significant customer base at a very low cost. has been founded by Vishal Mehta, an ex-Amazon executive.

The case study highlights the need for the company to develop innovative strategies for marketing communication, customer value proposition and calls for developing a new IT e-commerce rural platform to enable it achieve its required growth estimates and raise capital.

"Ivey has included Infibeam's case study in its own collection of case studies which are taught in B schools. Case studies are taught in B-schools to present real life business situations to students. There is a lot of interest among international business schools on India's e-commerce industry," said Manu Midha, VP (Planning & Operations) at Infibeam.

The case highlights that although internet retailing is rapidly growing in India, it has its share of challenges -- high cost of acquiring customers and small per person spending, apart from the fact that customers are spread all over the country, often 2,000 kilometers away from supply centers.

The learning objectives of the case study are to understand the concept of customer acquisition cost and its implications for customer lifetime value proposition across India and other countries. receives a daily traffic of 2 lakh visitors, with an average transaction size of near Rs 1,000.

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