Ivey to publish mjunction case study

Ivey to publish mjunction case study

Ivey to publish mjunction case study

Ivey to publish mjunction case study

Ivey to publish mjunction case study

Kolkata: US-based Ivey Publishing, the apex body which publishes A-listed corporate case studies that are used by Ivy League institutes and premier b-schools, is all set to publish a case study on mjunction. The case study titled "mjunction: The Branding dilemma" has been jointly authored by Prof Sanjeev Tripathi, Associate Professor of IIM-Indore and Dr. Mahul Brahma, Head of CSR, Corporate Communications and Branding mjunction and author of The Luxe Trilogy.

The case explores the various facets of the presence of multi-brands and the dynamics between well-established sub-brands and the struggle of a mother brand. mjunction, which is now India's largest B2B ecommerce company and a joint venture between Tata Steel and SAIL, was originally called metaljunction, faces a unique challenge wherein the age-old sub-brands enjoy a higher recall with customers than the mother brand "mjunction". The case explores mjunction's dilemma while formulating its strategy for high growth.

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