This section is designed as a knowledge repository with relevant resources, articles, business plan templates etc. on various aspects of business & entrepreneurship.

Resources for Startups

Resources on Marketing, HR, Finance & Operations

Interesting Articles/Whitepapers

Patent or Perish: Why your innovation can be your competitors’ free lunch – Jan 2009

This article draws an interesting comparison between Tata’s much awaited Nano and the colourful Crocs footwear. These case studies throw light on the how the first-movers advantage can wither away due to lack of patents. The funny-looking Crocs footwear that initially elicited stares had suddenly become serious business after its launch. However, it does not have the adequate patent protection to eliminate the widely available cheap knockoffs. In a similar vein, the unveiling of Nano, at a price of about USD 2,500 by Tata Motors in January 2008 has catapulted the image of the company, and renewed people’s interest in cheap and fuel efficient cars. But the question remains, is this innovation sufficiently protected by patents?

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Bottom of the Pyramid Marketing – Oct 2008

This article shows that the market of poor Indians should not be neglected as a target market by companies. The untapped opportunities lying at the bottom of the economic pyramid in India have caught the fancy of several companies across the globe. The BOP segment in India has emerged as a multi-trillion-dollar business opportunity for companies struggling to grow their business in traditional but saturating markets. Awareness, access, affordability and relevance are the four factors that influence BOP consumers’ buying preferences. Some success stories such as Aravind Eye Care System, Jaipur Foot and Muthoot Group are examples of how the potential of the BOP segment can be unlocked with innovation, product customisation, proper pricing, promotion and distribution.

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