ESAF: Making Marketing Work for the Social Sector
AbstractThe case is about ESAF, a non-government organization (NGO) based in India, which was helping the underprivileged sections of the society to earn a livelihood by helping them produce and market hand-crafted articles and services. One of the weak links had been the access to the markets which was controlled by distribution channel intermediaries who appropriated larger than their fair share of profits. ESAF management proactively considered the ways and means to make the beneficiaries become independent and self-sustaining. They commenced an initiative to bypass the existing trade channels to reach consumers directly by opening up retail outlets. The challenges were manifold and one of the main decisions taken by them was to sell bought out items to acquire the necessary product assortment. The operation seemed to make some profits and the management was evaluating what would be its best course of action to take the products to end consumers which benefited the artisans the most in a sustainable manner. The case provides a backdrop to such decision making situations and its dilemmas.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by World Scientific Publishing Co. Pte. Ltd. in its journal Asian Case Research Journal.
Volume (Year): 16 (2012)
Issue (Month): 01 ()
Contact details of provider:
Web page: http://www.worldscinet.com/acrj/acrj.shtml
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tai Tone Lim).
If references are entirely missing, you can add them using this form.