Crisis Faced by a B-School
- Title
- Crisis Faced by a B-School
- Creator
- Saldanha A.T.; Aranha R.
- Description
- This article discusses the marketing missteps made by a prestigious B-school, exploring key concepts such as improper positioning and the imperative for repositioning. It provides an in-depth analysis of the decline in admissions at this well-established institution, culminating in a crisis. Additionally, the article explores a range of strategies available to the B-schools founder and top management team to enhance the institutions visibility and bolster its brand. Furthermore, it sheds light on the challenges the B-school faces, including inadequate infrastructure and other weaknesses, such as subpar research output, moderate placement offers and a low ranking in national B-school surveys. The case meticulously examines the errors made by the B-schools leadership team, such as discontinuing advertising and the ill-advised decision to withdraw from B-school surveys. Ultimately, this article epitomizes the predicament faced by an institution that relied on its historical strengths and failed to adapt to the evolving demands of its environment. It concludes by presenting short-term and long-term strategies available to decision-makers for crisis mitigation. It highlights digital marketing as one of the short-term solutions earnestly considered by the B-schools management to enhance brand awareness among its target audience. 2024 Lahore University of Management Sciences.
- Source
- Asian Journal of Management Cases
- Date
- 2024-01-01
- Publisher
- Sage Publications India Pvt. Ltd
- Subject
- Advertising; brand management; digital marketing; marketing; positioning; repositioning
- Coverage
- Saldanha A.T., St Josephs Institute of Management, Karnataka, Bangalore, India; Aranha R., School of Business and Management, CHRIST (Deemed to be University), Karnataka, Bangalore, India
- Rights
- Restricted Access
- Relation
- ISSN: 9728201
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Saldanha A.T.; Aranha R., “Crisis Faced by a B-School,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 25, 2025, https://archives.christuniversity.in/items/show/13751.