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PROMISING APPROACHES IN MF/MED SERVICES FOR THE VERY POOR CASE STUDY FORMAT

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INDIAN SCHOOL OF MANAGEMENT AND STUDIES
SUB: ORGANIZATIONAL BEHAVIOR MAX MARKS: 100
Master Program in Business Administration (MBA)
Note :- Solve any 4 case study
All case carries equal marks

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INDIAN SCHOOL OF MANAGEMENT AND STUDIES
SUB: ORGANIZATIONAL BEHAVIOR MAX MARKS: 100
CASE I
A DIAMOND PERSONALITY
Ask Suraj bhai about the dot-com burst and he may grin at you as if to say, ``What
burst?’’ Suraj bhai, a 38-year-old entrepreneur, owns an Internet business that sells loose
diamonds to various buyers. Business is becoming for Suraj bhai. In 2004, he had sales
of INR 3,500 million. Needless to say, Suraj bhai is optimistic about his business venture.
The future wasn’t always to bright for Suraj bhai, however. In 1985, Suraj bhai
moved from his native town Suraj, to New Delhi, with little ability to speak English. There,
he attended language courses and worked at the local mall to support himself. After
graduation, his roommate’s girlfriend suggested that he work at a local jeweler. ``I
thought she was crazy. I didn’t know anything about jewelry,’’ says Suraj bhai, who took
her advice. Though he worked hard and received his Diamonds and Diamonds Grading
certification from the Gemological Institute, he wasn’t satisfied with his progress. `I
quickly realized that working there, I was just going to get a salary with a raise here and
there. I would never become anything. That drove me to explore other business ventures.
I also came to really known diamonds their pricing and their quality.’’
In 1997, tired of working for someone else, Suraj bhai decided to open his own
jewelry store. However, business didn’t boom. `Some of my customers were telling me
they could find diamonds for less on the Interest. It blew my mind’’ Surajy bhai recognized
an opportunity and began contacting well-known diamond dealers to see if they would be
interested in selling their gems online. Suraj bhai recalls one conversation with a
prominent dealer who told him, `You cannot sell diamonds on the Internet. You will not
survive.’’ Discouraged, Suraj bhai then says that he made a mistake. ``I stopped working
on it. If you have a dream, you have to keep working harder at it.’’
A year later, Suraj bhai did work harder at his dream and found a dealer who agreed
to provide him with some diamonds. Says Suray bhai, ``Once I had one. I could approach
others. Business started to build. The first 3 months I sold INR 20 million worth of
diamonds right off the bat. And that was just me. I started to add employees and
eventually closed the jewelry store and got out of retail.’’ Although Suraj bhai does have
some diamonds in inventory, he primarily acts as a connection point between buyers and
suppliers, giving his customers an extraordinary selection from which to choose.
Suraj bhai is now a savvy entrepreneur, and his company, Abhisaz.com, went
public in October 2003.
Why is Suraj bhai successful? Just ask two people who have known Suraj bhai over
the years. Yogesh bhai, a realtor who helped build Suraj bhai building, says, ``Suraj bhai
is a very ambitious young man. I am not surprised at all how successful he is. He is an
entrepreneur in the truest sense of the world.’’ One of Suraj bhai former real-estate

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 Master Program in Business Administration (MBA) Note :- Solve any 4 case study All case carries equal marks CASE I A DIAMOND PERSONALITY Ask Suraj bhai about the dot-com burst and he may grin at you as if to say, ``What burst?’’ Suraj bhai, a 38-year-old entrepreneur, owns an Internet business that sells loose diamonds to various buyers. Business is becoming for Suraj bhai. In 2004, he had sales of INR 3,500 million. Needless to say, Suraj bhai is optimistic about his business venture. The future wasn’t always to bright for Suraj bhai, however. In 1985, Suraj bhai moved from his native town Suraj, to New Delhi, with little ability to speak English. There, he attended language courses and worked at the local mall to support himself. After graduation, his roommate’s girlfriend suggested that he work at a local jeweler. ``I thought she was crazy. I didn’t know anything about jewelry,’’ says Suraj bhai, who took her advice. Though he worked hard and received his Diamonds and Diamonds Grading certification from the Gemological Institute, he wasn’t satisfied with his progress. `I quickly realized that working there, I was just going to get a salary with a raise here and there. I would never become anything. That drove me to explore other business ventures. I also came to really known diamonds – their pricing and their quality.’’ In 1997, tired of working for someone else, Suraj bhai decided to open his own jewelry store. However, busi ...
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