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Gulabo Sitabo's OTT Debut: Disrupting Traditional Film Distribution
Amit Anand Tiwari, Samrat Gupta, Rohit Kumar SinghCase IVEY-W33832-EMarketing, StrategyIn 2020, the Indian film industry witnessed a significant rift between producers and exhibitors (cinema owners and multiplex chains) when the producers of the highly anticipated film Gulabo Sitabo opted for a direct digital premiere of the film on Amazon Prime Video, thereby bypassing a theatrical release. The decision angered exhibitors, who viewed over-the-top (OTT) platforms as threats to traditional cinema distribution. Concerns arose that ot...Starting at €8.20
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Flipkart: Grappling with Product Returns
Sanjeev Prashar; Mukesh Kumar; Amit Kumar MukulCase IVEY-9B18A045-EEntrepreneurship, MarketingIn June 2016, Indian e-commerce giant Flipkart Private Limited (Flipkart) faced a common issue among online retailers: the firm needed to optimize its product return rates to reduce losses caused by returns. Accordingly, Flipkart changed its return policy, including raising the commission fees charged to sellers by an average of 5 per cent. Many sellers resented the policy change, and more than 1,800 led an online protest against Flipkart, which ...Starting at €8.20