IIM Ahmedabad’s case study sale goes online
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Acting further on the cue it took from the Harvard Business School (HBS) on which it is partly modelled, the Indian Institute of Management, Ahmedabad (IIMA) announced Friday to sell its case studies to interested parties through a website that will be launched this weekend.
Selling case studies is one revenue-generating endeavour that the b-school has been looking into since the end of major funding by the government in the last decade and a slowdown in demand for its Management Development Programmes (MDPs) due to the global economic crisis.
IIMA director Prof Samir Barua had told a press conference in February 2011 that administrators were looking to increase revenue by selling case studies.
The HBS, which earns about 30 per cent of its revenue through similar moves, charges US $10 per participant for a case study, Prof Barua had said, adding IIMA would charge less and target generating perhaps 5 per cent or more of its total revenue through this method.
"Earlier, case studies were sold in the conventional way through which interested entities would send an email and transactions facilitated through cumbersome payment processes. The website would now make the process simpler through online payments, make cases accessible 24x7 and overall make cases easily available to all kinds of entities, even those abroad. We hope it will also help strengthen industry-academia linkages," said institute spokeswoman Ishita Solanki.
Currently, about 1,200 case studies covering 13 sectors from agriculture to health, manufacturing to telecom and governance to education are available on the website. More 3,000 cases that have been written by IIMA's faculty would be uploaded in subsequent weeks.
The case studies will be sold at different rates to different entities.
Individual students, faculty or trainers would be charged anywhere between Rs 75 and Rs 100 per case. Educational institutions offering degree and diploma programmes would be charged between Rs 75 and Rs 1,000 per student for a case depending on the number of enrolled students, while educational institutions and corporates offering executive educational programmes would have to pay between Rs 75 and Rs 100 per case per participant.
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