Case 1 You are the youngest scion of a business family that has worked for more...

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Case 1 You are the youngest scion of a business family that has worked for more than a hundred years to get its consumer goods placed among the marquee companies in India. Newly equipped with an MBA degree from a prestigious B-school, you are eager to join the company as a full-time executive. You feel this is the right time to do something that has been on your mind for a long time: to introduce digital marketing strategies. You are aware that you will face stiff opposition but you have the figures: more than half of Indians go online on a daily basis and out of these, 26% are online constantly. Your family has always sworn by advertisements in newspapers and TV; but you need them to understand that these are now passe. Your family members on the Board of Directors, as well as independent Directors meet every week to discuss relevant issues. You have been invited for the first time. Come up with a strategy to open the topic and persuade them to see your point of view. Case 1 You are the youngest scion of a business family that has worked for more than a hundred years to get its consumer goods placed among the marquee companies in India. Newly equipped with an MBA degree from a prestigious B-school, you are eager to join the company as a full-time executive. You feel this is the right time to do something that has been on your mind for a long time: to introduce digital marketing strategies. You are aware that you will face stiff opposition but you have the figures: more than half of Indians go online on a daily basis and out of these, 26% are online constantly. Your family has always sworn by advertisements in newspapers and TV; but you need them to understand that these are now passe. Your family members on the Board of Directors, as well as independent Directors meet every week to discuss relevant issues. You have been invited for the first time. Come up with a strategy to open the topic and persuade them to see your point of view.