Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Crisis Faced by a B-School Subject The topic of the resource Advertising; brand management; digital marketing; marketing; positioning; repositioning Description An account of the resource 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. Creator An entity primarily responsible for making the resource Saldanha A.T.; Aranha R. Source A related resource from which the described resource is derived Asian Journal of Management Cases Publisher An entity responsible for making the resource available Sage Publications India Pvt. Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/09728201231215965" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/09728201231215965</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85183616470&amp;doi=10.1177%2F09728201231215965&amp;partnerID=40&amp;md5=8ef361a40ffbd84d830a506c1d689579" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85183616470&amp;doi=10.1177%2f09728201231215965&amp;partnerID=40&amp;md5=8ef361a40ffbd84d830a506c1d689579</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9728201 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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