This paper identifies the brands most preferred by customers in selected product and service categories. This was done in two steps. In the first step, 300 respondents in the age category of 18-25 years were asked to list down the products or services they frequently use. Based on this, 38...

This paper presents a case study of Kanban system implementation in an auto parts manufacturing company. The control system was implemented on three largest selling parts, namely, Emblem Maruti Suzuki, Emblem S Mark and Emblem VXI. These products go through the process of injection molding,...

The case attempts to provide an insight into the interesting process of rebranding by studying the drivers and methodology adopted by Airtel, India’s largest private wireless service provider in telecom space. The rebranding process was studied in three phases where in each phase the company...