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IBS Hyderabad sold 21,000 copies of its cases worldwide between October and December 2013. This is the largest number of cases it has sold in a quarter. Over 100 institutions across the world, including London School of Economics, London School of Business, Manchester Business School and IMD, as well as organisations such as KPMG and McKinsey, are among the major buyers.
The Case Research Centre at IBS Hyderabad generates at least 150 new cases a year. It is now one of the largest repositories for indigenously developed management case studies in India.
Dedicated efforts over the years to build a storehouse of case research means that besides preparing students for the world outside the classroom, the sale of these cases ensures a steady revenue for the institution.
“We were one of the first to successfully and consistently use the case-study approach significantly, over and above textbooks. We believe this comprehensively prepares students for the real world,” said Dr J. Mahender Reddy, Vice-Chancellor, ICFAI Foundation for Higher Education (IFHE).
Largest Source Prof G. V. Muralidhara, Dean of the Case Research Centre at IBS Hyderabad, adds: “We’re the single largest source for Indian topics with respect to management case studies and we develop cases on international and trending topics too. Our cases are contemporary. All our students go through 400-500 cases, because it’s impossible for them to visit all the companies out there.
“To date, we have about 5,500 cases on management and all functional aspects of management, like HR and Finance. We also engage in research in areas of societal impact.”
Relevant Studies IBS Hyderabad’s case studies take matters of global as well as local relevance into consideration when exploring brands such as Starbucks and Ikea. They also delve into topics of interest in the Indian context, such as Air Asia and Etihad’s foray into the aviation sector or leadership issues surrounding the retirement of Ratan Tata. Many of the Institute’s cases get reprinted in several textbooks worldwide. IBS Hyderabad’s cases have won more than 35 awards in international competitions. Dr Reddy said: “We spent ₹20 crore just on research over the last three years, because churning out new cases is an important agenda for us.”
Muralidhara adds: “About 60 per cent of our income comes from cases sold to international buyers and this has now become a self-sustaining activity. But, along with making us money, it gives us brand value and is very useful for us internally.”
Although IIM-Ahmedabad and Harvard Business School India Centre have also, more recently, begun case research, an early start and adequate investment over the years has won IBS Hyderabad the top spot in terms of scale.
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