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Growth Strategies Case Study
Case Title:
Rediff, Indian Communication Giant's Strategies : Beat Rivals at Home?
Publication Year : 2008
Authors: Sheetal Prasad, Menaka Rao
Industry: Communication
Region: India
Case Code: GRS0272B
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Internet is a powerful democratising force; offering great economic, political and social participation to communities and helping developing nations meet pressing needs. India is also in a phase of internet revolution. Rediff, the first independent Indian portal not only provided a platform for Indians worldwide to connect with one another online but also provided weekly newspapers like India Abroad for the Indian American community. In 2000-2001, when most of the dotcoms were going bust, Rediff continued to click. However, since 2006, Rediff was losing its share to competitors’ www.yahoo.co.in (Yahoo) and www.google.co.in (Google) in terms of usage preference and top of the mind recall. In order to maintain a leadership position in its home market, Rediff decided to invest heavily in product innovation.
Pedagogical Objectives:
- To analyse the growth strategy of the Indian Dotcom Industry
- To analyse Rediff’s strategy to beat its rivals
- Analysing the sustainability of Rediff’s competitive advantages and product innovation strategies.
Keywords : Rediff.com; Yahoo; Google; IndiaTimes; Indian portal; Microsoft; Rediffusion-Dentsu Young and Rubicam; Sify.com; Indian Digital Media; Growth Strategies Case Study; Emails and Messaging; Product Innovation; iShare; YouTube; Dotcoms
Contents :
Indian Digital Media
Rediff: Competitive Threat from US Giants
Rediff Strategies: Combat Rivals at Home?
A succinct note about Rediff’s revenue source
