Dr. Vidhi Chaudhri has a new co-authored case published in the ‘Asian Case Research Journal’ that is based on a real organization and deals with issues of brand communication, stakeholder engagement and alignment for a large-scale transformation initiative. The case is called: ''All Aboard the Metro Rail? LTMRHL’s Campaign for Stakeholder Support''.
The case was prepared as a basis for classroom discussion rather than to illustrate either effective or ineffective handling of an administrative or business situation. The campaign, in this case, was launched in Hyderabad on January 8, 2013 through a press conference. Designed with the purpose of selecting brand ambassadors for the Hyderabad Metro Rail (HMR) project, it targeted the ‘common man’ rather than a celebrity. The choice of a common man was deliberate as the project required support from stakeholders who had become hostile due to varied political and economic reasons. Reaching out to and engaging with these stakeholders in an effort to garner support were the focal points of the campaign. The launch generated excitement and in the first week itself, there was a surge to register for the campaign. However, the intensity staggered post the felicitation ceremony on November 23, 2013. Queries related to the success and sustainability of the campaign were raised by multiple stakeholders.
To read the full article, please click here.