Big brand theories from India

We don’t celebrate our businesses enough. In Indian B Schools, we discuss case studies on Nike and Apple, GE and IKEA, Pepsi and Coke. The reasons are many. For one, the American companies have made sharing information a part of their corporate brand-building culture. Companies get B Schools to write cases about them, sharing all kinds of information freely. For another, American, and several European companies believe that publication of cases and books will enhance the stature of their companies, help the