Home >> Marketing >> Article

Harvard Business School & MICA develop photonovel case study

08-June-2013
Font Size   16
Harvard Business School & MICA develop photonovel case study

Harvard Business School and Mudra Institute of Communications, Ahmedabad (MICA) have come together to develop, what is being touted as the world’s first photonovel case study.

The first conversation on this idea happened in early 2010 between Prof Das Narayandas of Harvard Business School (HBS), USA and Prof Kallol Das of MICA. The conversation centered on the possibility of developing the photonovel version of a well-known Harvard case study authored by Prof Narayandas and Kerry Herman (revised version published in year 2009).

The original text-case dwells on the decision problem faced by the CEO of Eureka Forbes. As per the case, the CEO must decide which changes to the sales compensation systems would better motivate his sales reps and improve their sales performance. The case attempts to deliver learning on key issues such as salesforce management, motivation, incentives, benefits and compensation, etc.

In November 2010, a three-page miniature photonovel version of a section of the original case was emailed to Prof Narayandas, who found it worth taking a chance. He then emailed the same to Suresh Goklaney, Managing Director, Eureka Forbes for the latter's consent, which came immediately.

Then started the challenging process of converting the original case in essay format into a dialogue format, with well developed characters and scenes. In making the script, Prof Kallol Das made several visits to various Eureka Forbes offices and customer households to better visualise their salesforce management practices.

After plenty of iterations, the final script was co-created by the three authors in May 2012, which was then approved by the Eureka Forbes CEO. Subsequently, planning for the shoot started. The shoot finally took place in mid-October 2012. The entire shoot took place in real locations and all efforts were made to give the reader an insider’s feel of the organisation and the business problem faced by it. The photonovel case study has 72 pages in full colour.  The case is now available to readers across the globe for purchase and download through the Harvard Business Review website.

A photonovel is a story told with photos and dialogues/ thoughts presented in speech balloons/ thought bubbles just like in comic books. This innovation has converted a typical text-based business case study into a photonovel format. It is felt that this visual version will greatly engage the ‘virtual generation’ studying in business classrooms today, leading to an enhanced learning experience.
 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye