Abstract
Subject area Marketing, Retail Marketing and E-commerce. Study level/applicability Graduate and Post-graduate. Case overview The Future Group is the most profitable retailer in India without having any foreign direct investment (FDI). In September 2013, the retailer launched its online retailing platform, “Big Bazaar Direct” (BBD). BBD is a franchisee-based model which aims to partner with people having rich customer networks to reach more shoppers. This novice idea of BBD is the result of Big Bazaar’s greater mind share over its market share. Mr Kishore Biyani, CEO Future Group, has lot of expectation from this business model. Expected learning outcomes The outcomes include: to familiarize students with Indian Retail Industry; to develop student’s skills in critically analyzing an online retail-based new business model; and to explain key factors that work for success of a retail-based business model. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing
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