Bharti Airtel (B)

by: C.K. Prahalad, Sheel Mohnot, M.S. Krishnan

Publication Date: December 19, 2011
Length: 12 pages
Product ID#: 1-428-864

Core Disciplines: Base of the Pyramid, Strategy & Management

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Description

This case study on India’s wireless giant Bharti Airtel (Airtel) is the second of two cases on the company that show how the firm exemplifies many of the tenets set forth in the book The New Age of Innovation by CK Prahalad and MS Krishnan.Case B presents the students with the varied strategies that Airtel has pursued to become one of the most profitable wireless telecommunications companies in the world, despite the fact that it operates in one of the poorest countries on Earth. Airtel changed the industry by moving away from such standard metrics as Average Revenue Per User (ARPU) and has employed alternative measurements for success. It has also relied heavily on outsourcing non-core functions and designed unique Value-Added Services (VAS) for its varied customer base.The case asks students how Airtel can maintain its culture of innovation while growing quickly.

Teaching Objectives

After reading and discussing the material, students should:

  • Describe appropriate business terms and principles
  • Apply critical concepts to define a solution to the case,
  • Successfully articulate data and information in support of the solution proposed,
  • Critically analyze and discuss other responses and solutions to the case,
  • Draw lessons from the case analysis,
  • Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study,
  • Demonstrate leadership and scholarship in analysis.