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Blossom Inners: Designing Nonsensual Communication for Lingerie Marketing
Ajith K. Thomas; Manu Jacob Mathew; Mary WeilCase IVEY-9B17A015-EMarketing, StrategyUntil 2014, Blossom Inners Pvt. Ltd. (Blossom), a leading lingerie brand in India, had followed the accepted standard of advertising lingerie with images of skin-revealing models. Influenced by their personal philosophy and concern about increasing crimes against women, the company’s directors decided to break from the time-tested lingerie industry standards of communicating with sensual appeal. According to the managing director, Blossom would g...Starting at €8.20
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ATREE: Social Entrepreneurship in Vembanad
Nobin Thomas; Ajith K. Thomas; Irene JohnsonCase IVEY-9B19C018-EEntrepreneurship, Leadership and People Management, StrategyThe backwaters of Vembanad, in Kerala, India, were a renowned tourist attraction, known for their beautiful waters, schools of fish, and the people who lived along the shores. However, the exploitation of resources had taken a toll on the lake and its ecosystem. Pollution and the decline of the rich fish population had left the community impoverished. In 2008, the non-profit social enterprise Ashoka Trust for Research in Ecology and Environment (...Starting at €8.20