AND AN ENTREPRENEURIAL BRAND -THE INDIAN CONTEXT Karteek Ponnuru
CASE WRITE UP
Cultural Symbolism and an Entrepreneurial Brand -The Indian Context
Case Write Up
1. How can the values be extracted from the case data?
A. From the case it is evident that Indians are changing right from the colonial period to the present day Indians tastes are changing. People having started liking new age furnitures and started selecting brand for their furniture needs. The values which can be extracted from the case are: a. Indians have long term goal visions b. They are tending towards materialism c. They are open minded d. They have started to accept new things e. They are adaptable and nurturing 2. Examine the application of self-concept/inner self/extended self to the segments that are reflected in the case through data provided in the case exhibits?
A. Self Concept is an important term for both social psychology and
humanism. This is the most basic part of the self-scheme or selfconcept; the sense of being separate and distinct from others and the awareness of the constancy of the self. In case of married and un-married segment, people believe in buying good quality furniture and do not hesitate to spend more on good furniture as long term investments. And a contradiction is that unlike the unmarried married couples are enjoy family social life. Both the segments recognize the need of showing of their achievement and believe in terms like long term investments.
Management Development Institute - Gurgaon Post Graduate Programme in Management (PGPM: 2020-22 Batch) Term: IV (Aug - Oct, 2021) Supply Chain Management Mid-Term Examination