Strategic Marketing Cases in Emerging Economies


Atanu Adhikari and Sanjit Roy call for cases; Expression of interest deadline 15 Aug 2015


Publisher: Springer

Co-editors: Atanu Adhikari (Indian Institute of Management Kozhikode) & Sanjit Roy (The University of Western Australia)

In response to increasing demands from marketing educators for high quality teaching cases on marketing strategy in emerging markets; in publication agreement with Springer, Dr. Atanu Adhikari and Dr. Sanjit Roy will co-edit a book entitled Strategic Marketing Cases in Emerging Economies. The attention of global educators and practitioners has shifted towards emerging economies as understanding the complexity and diversity of marketing strategies of these economies is extremely essential for the educators and prospective managers. This quality collection of strategic marketing cases on emerging economies targeted to be a unique study material for marketing educators worldwide. We are now seeking authors, and experienced case teachers in marketing management interested in contributing to this book. The book will contain teaching case studies with a focus on strategic marketing topics in emerging economies in Asia, Africa, Eastern Europe and Latin America. Detailed guidelines on writing and submitting a teaching case are given below.

The case studies and associated material must be:

  1. Original cases on a strategic marketing issue in emerging market setting. Please refer to the list of topics for ready reference.
  2. The case should be written in lucid English with easy readability.
  3. The case should focus on strategic marketing dilemma either (1) with a clear decision point or (2) an illustration of strategic marketing issue. The protagonist and organisation of the case should be real having proper background information from direct or cited source.
  4. Both primary and library cases are invited. Primary cases may be built based on field research including direct interview with company personal, competitors, customers in addition to background data collected from published sources. Library cases may be based on secondary research, with proper referencing throughout the document. In case of Web source, the data access needs to be mentioned along with the source reference.
  5. In the case of a primary research based case, the author is required to take permission from the authorized person of the company in the case release form. If the case contains video interview, a separate release for publication of the interview need to be taken from the company/interviewee. In case of secondary research our library based case, such approval from the company is not required.
  6. The case should focus on the current situation, preferably after January 2010.
  7. The case should be targeted for teaching in MBA, executive MBA and corporate training programs.
  8. In the first phase of the submission, the authors need to send completed case interest form by 15th August 2015. A decision on the case interest form will be announced by 30th August 2015. The final case and the teaching note to be submitted by 15th December 2015. The case will be double blind peer reviewed and the comments will be sent to the authors latest by 30th January 2016. The final case and the teaching note to be submitted by 27th February 2016. A final decision on acceptance of the case and teaching note will be communicated to the authors by 30th March 2016. There will be only one round of revision and a final decision for publication will be taken based on first version of revise and resubmit.
  9. The case will be submitted in electronic form along with the required attachments. The video needs to be submitted electronically. The submission should consist of:
    1. Brief author profiles.
    2. Case abstract: A Case abstract of 200 words to be submitted along with six keywords for easy search of the case through search engine/
    3. Case study should be maximum 15 pages long inclusive of exhibits. The text length should not be more than 9 pages.
    4. Teaching note: A detailed teaching note to be submitted along-with the case. The length of the teaching note should be maximum 10 pages.
    5. If the case study is a primary case, Case Release Form in prescribed format signed by the competent person of the organisation/ company need to be submitted.
    6. In case of multimedia case, a CD or DVD containing video to be submitted. The company must authorise the video submission by signing a video release form. The video should have English subtitle in case the language of communication in not English.

In addition, the case and teaching note:

  1. Should be anonymous. The authors’ identification must not be revealed in the case and TN.
  2. Has not been previously published/ submitted to any other publication.
  3. The teaching notes should consist of a case synopsis, learning objectives, assignment/ discussion questions, suggested readings, teaching plan, and analysis (3-5 pages of suggested/ possible answers to the assignment/ discussion questions). All the discussion questions in the teaching note should be provided with answers and analysis. There should be no questions listed for which answers are not provided. It is desirable that author add a short postscript at the end of the teaching note as some instructors prefer to see a section on what happened to the company. However, this part is not mandatory.
  4. A first hand copy editing with spelling and grammar check is compulsory to remove typographical errors.
  5. Please use British English and not US English.
  6. Font style
    1. case title: 14-size Arial font, capitals for the
    2. main headings and exhibit names: Use 11-size Arial, bold, capitals
    3. subheadings and exhibit numbers: Use 11-size Arial, bold mixed
    4. body text: Use 11-size Times New Roman with single spacing
    5. footnotes and source notes: Use 8.5-size Arial, italics
    6. copyright statements: Use 8-size Arial, italics
    7. exhibits text: Use 11-size Arial
  7. Tense:
    1. The authors should write the case in past tense. This is because the event has already happened. The teaching notes may be written in the present tense, where appropriate.
  8. Voice
    1. Use the active voice as far as possible.
  9. Exhibits
    1. Refer to all additional presentations at the end of the case as “Exhibits.” Do not use alternative words like “annexure,” “appendix,” etc.
    2. When referring to an exhibit in the text of the case, insert the words “(see Exhibit 1)” at the appropriate place of the running text. Do not use separate line for exhibit reference as done in research article.
    3. Provide the source for each exhibit you mention in the case and teaching note. The source should be mentioned just below the exhibit. In case an exhibit is reproduction of original document, the author need to take written permission from the copyright holder. No such permission is required if the exhibit is not copyrighted or adequately modified/extracted before use in the case. However, in each case a proper reference to be provided as per prescribed style.
    4. Exhibits should be of high quality, so that legible production in print form as well as electronic form is possible. In case you’re using spreadsheet or document tables in the exhibit, make sure that they are not inserted as image and must be in a table format.
    5. Avoid using colour exhibits in the case study and teaching note. Prepare the exhibit in black and white, and do not use colour code for presentation of exhibits.
  10. References
    1. Authors should provide the reference of the sources in specified format. In case of journal article, book, edited book, and other printed secondary sources, the APA style should be followed. The Internet or site references must utilize the APA style along with complete URL and the date of access. You must provide reference as foot-note for all secondary sources used in the case and teaching note.
  11. For the maximum usability of the cases, the review of cases and teaching notes would be based on the following criteria:
  12. Content: The case should:
    1. Be written on interesting and current marketing issue or decision point of the protagonist.
    2. Contain learning objective that will maximize take home from the class and provide active learning.
    3. Provide a background on the issue at hand, including pertinent information about the background of the company/competitor/industry as well as important decisions and relevant strategic events.
    4. Articulate clear dilemma/ decision point faced by the protagonist/s or the organisation. The information provided in the case should be oriented to the teaching objective and the decision point of the case.
  13. Issues dealt with in the case should be of global relevance (e.g. not applicable to only one country)
  14. Cases should be written on marketing strategy in emerging economics
    1. Cases on larger/well-known companies are preferred, but not mandatory. No disguised cases will be accepted. Presentation of content is given equal importance in the review and selection. The case should be well-written with interesting narrative to make the case study attractive for the reader. The data to be presented clearly and unambiguously. While referring data of the case in the teaching note, proper reference of the case location (i.e. section heading of the case> paragraph no.> line no.) should be given in analysis presented in the teaching note. The case should provide students with an appropriate amount of useful information and data to help them make decisions.
  15. Teaching Note: A good teaching note should contains:
    1. Case synopsis
    2. List of teaching objectives
    3. Level of program where the case to be taught (MBA, Executive Education programme)
    4. Suggested assignment questions
    5. Suggested readings
    6. Suggested discussion questions.
    7. Potential uses of the case
    8. Answer with analysis of all assignment and discussion question
    9. Suggested teaching approach
    10. Audiovisual support material (where applicable)
    11. Proposed session plan

Note: Equal importance will be given to the case and the teaching note.

Important dates:

Submission of expression of interest through case interest form: 15th August 2015.
Decision on the case interest form to be announced: 30th August 2015.
Submission of complete case and teaching note: 15th December 2015.
Communication of reviewers’ comments to the authors: 30th January 2016.
Submission of final version of the case and the teaching note: 27th February 2016.
Communication of decision on acceptance of the case: 30th March 2016.

For submission of case related documents and for any clarification, please write to:

Dr. Atanu Adhikari
Associate Professor – Marketing
Indian Institute of Management Kozhikode

Dr. Sanjit Roy
Assistant Professor, Marketing
University of Western Australia

1. Market Driven Strategy
2. Market Orientation Strategy/Dynamic Capabilities of Firms
3. Corporate, Business and Marketing Strategy
4. Market and Competitive Space
5. Strategic Market Segmentation
6. Market Targeting and Positioning Strategy
7. New Product Strategy/Innovation Strategies
8. Strategic Brand Management
9. Pricing Strategy
10. Integrated Marketing Communication Strategy
11. Sales Force Strategy
12. Digital/Electronic Marketing Strategy
13. Customer Relationship Management Strategy
14. Distribution Strategy
15. Marketing Strategy Implementation and Control
16. Marketing of Services
17. Marketing Strategies at the Bottom of the Pyramid

Proposed Case Title

Author 1 Name
Affiliation, Country

Author 2 Name
Affiliation, Country


Include a short abstract (100-150 words) to summarise your case. The abstract should help readers decide if this case is a useful exemplar for strategic marketing course. The case should be written on companies operating in emerging economies.


Write 2/3 most pertinent topics you think your case fits with the list of topics provided.


Write a short introduction. Describe your case, the context (students, teaching and learning methods, stage) and your aim. Mention the name of the company, location and date of the case.


This section should clearly state the teaching objective of the case. Please list the learning outcomes in bullet points. In the fully developed case study, this section will appear in the teaching note as input for the instructor teaching the case.


You need to write he if the case is a field based primary case or a library based secondary case. In case it is a primary case, mention your plan of data collection/interview with all stakeholders. Attach a copy of initial communication from the company agreeing you to write the case study. In case you have taken telephonic approval, please mention the same here.


Provide an outline of the proposed case study and the issues you are interested in. This section should be approx. 250 words.


List here some discussion question and assignment questions that you plan to include in the TN. You are free to add/modify question when you write the full teaching note.