Year: 2024
Type: article
Abstract: In January 2022, Siddharth Pande, the founder and owner of DIBS*, a new creative branding studio providing design solutions based in Delhi, was trying to identify an appropriate strategic position for his business in an overcrowded market. Digital spaces have turned business outcomes significantly, especially after the outbreak of the COVID-19 pandemic and the resultant mobility restrictions. Digital agencies experienced plenty of new opportunities as all traditional and new-age businesses were competing to improve their online presence and humanize their brands to connect with their customers. This also gave birth to a plethora of digital brand consulting agencies which offered differentiated services at varying price points. In the design industry that relied on a star system where agencies struggled to make any headway, how could DIBS* craft a treasured niche?
Source: Emerging Economies Cases Journal
Authors: Nidhi Kaicker, Arushi Bathla
Institutions: Ambedkar University Delhi, Indian Institute of Foreign Trade
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402545493