Journal of the International Academy for Case Studies (Print ISSN: 1078-4950; Online ISSN: 1532-5822)


Retain Vintage Marketplace or Move to a Mall?

Author(s): Charvi Parikh, K. Maddulety, CJ Meadows

The primary subject matter of this case concerns marketing. Secondary issues examined include flea marketplace, its stakeholders and their interactions. The case study involves ethnographic market research. The case has a difficulty level of one. The case is designed to be taught in two class sessions of one hour each and will require 3-4 hours of outside preparation by students. In the first class session, the instructor could discuss the case. The students could be given a team assignment of research on local marketplaces using ethnography method. In the second session, students could make team presentations about their learnings from the visits.

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