IIM Indore to devise mngt case study on 'Krrish'

Indore, Jul 16: The Indian Institute of Management-Indore (IIMI) and M/S Filmkraft (India) Pvt Ltd will devise management case studies on the making of 2006's biggest blockbuster 'Krrish'.

The research of the first case study, International Business Strategies: A Case of 'Krrish,' will be carried out by IIMI Director S P Parashar and IIMI Assistant Professor (International Business) Prashant Salwan.

''There are a lot of educational elements in the launch of Krrish,'' Dr Parashar and Dr Salwan said.

Dr Parashar said the making of 'Krrish' had several unique elements concerning international business strategies, including international value addition by shooting 60 percent film in Singapore and international and domestic marketing.

Besides, the Singapore 'Krrsih' tour and a unique model of international distribution were worth studying.

Dr Parashar said 'Krrish' had ready lessons in international value creation including two basic strategies for value creation and attaining competitive advantage, low cost and differentiation strategy.

The value creation strategy involved identifying and taking steps for lower costs of value creation besides differentiating the firm's product by offering superior design, quality service, and functionality. Product differentiation was achieved through location economies, cost economies, leveraging of core competencies and subsidiary skills and product customisation.

He said the case will weave all the related elements into an educational story for the benefit of management students.

In order to achieve world-wide reach, the case study will be released through the Asia Case Research Center, University of Hong Kong, and the Harvard Business Case Clearance House.

The IIMI has been working for the last one year to devise case studies on Indian multinationals, an area of study only currently upcoming and virtually devoid of any case studies available.

Two management case studies on the Aditya Birla Group were being prepared, while more were underway covering Mittal Steel, Infosys, Crompton Greaves, Wipro, Videocon, Esselpropack, Amul, Dr Parashar added.

UNI