Case Solution

R. Srinivasan, Menaka Rao, M. Mayurapriya
Indian Institute of Management-Bangalore ()

The IndiaMART case lists the important decisions that are made in the platform’s business models in relation to pricing on the various sides of the platform. Discussions on this case would include the role of pricing in creating and exploiting network effects, looking at the “penguin problem” and how companies might manage and solve it. The case was established in 2013-2015 and describes the evolution of IndiaMART, the challenges they faced in addressing four main concerns at the inflection point where the organization was: namely, the speed of customer acquisition, the reduction of customer churn, the response to the opportunity to increase telephone penetration mobility for a platform like IndiaMART and the decision to enter new markets such as B2B.

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