Case Name :      Primacy: Global Design from India

Authors :           Ajith J. Kumar, A. Sivakumar

Source :             Ivey Publishing

Case ID :            W13069

Discipline :        Strategy

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

An Indian company was planning to set up a Global Design Competence Centre (GDCC) in India. The company offered scented candles and holiday and gift products primarily for the U.S. market. Through its two American subsidiaries, it made and sold its products to large American mass-merchandisers and independent retailers. In-house design capabilities also existed in the form of six teams across India and the United States. Through the GDCC, the company intended to use Indian designers in collaboration with U.S. designers to create products for the U.S. market. The case draws students into exploring possible strategies to set up the GDCC.