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ArcelorMittal in India: Sustainable Partnership Model
Asha Kaul; Vidhi ChaudhriCase IVEY-9B14M117-EStrategyThe case explores a public-private partnership initiative on environment education in India, highlighting the strategic, institutional, and reputational implications for corporate social responsibility in an emerging country context. Launched in 2010 with a target to reach 200,000 schools, “Paryavaran Mitra” (Friends of the Environment) was a multi-layered collaboration with three primary and more than 160 secondary partners. The case is position...Starting at €8.20
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IBM's Digital Influence Program
Asha Kaul; Varun ThappaCase IVEY-9B13M025-EMarketing, StrategyIn 2011, IBM India was experimenting with social media applications to extend its marketing mix. A social media campaign named Digital Influence was launched to gain market share for the company’s software products, influence groundswell and develop technical evangelists. Within a year, the share of voice and reach for the company’s five software brands increased significantly. However, the company’s marketing and communications director was hesi...Starting at €8.20
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IBM India: Localizing a Global Model of Corporate Citizenship
Vidhi Chaudhri; Asha KaulCase IVEY-9B14C020-ELeadership and People Management, StrategyIn 1999, IBM India became a wholly owned subsidiary of IBM Corporation and established a presence in 14 cities across the country. True to its integrated philosophy of corporate citizenship, as the parent company expanded business operations to growth markets around the world, it rolled out citizenship initiatives in those markets. In 2011, IBM International Foundation awarded a grant of US$100,000 to IBM India for Smarter Villages, an India-spec...Starting at €8.20
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ITC Limited's Dairy Development Initiative: Corporate Social Responsibility or Shared Value
Vidhi Chaudhri; Asha KaulCase IVEY-9B13M059-EStrategyIn June 2012, ITC Limited, an Indian conglomerate recognized globally for its sustainability initiatives, was deliberating on how to apply its model of inclusive growth to a new initiative in dairy farming. Known for its expertise in creating innovative business models, ITC had created shared value for societies, businesses and shareholders by leveraging synergies across businesses. However, the expertise required in dairy farming was unexplored,...Starting at €8.20