Professor Gaganpreet Singh of Jindal Global Law School (JGLS) collaborated with Professor Laknath Jayasinghe of Jindal Global Business School (JGBS), Professor Sanjit Roy of the University of Western Australia, and Professor Kiran Pedada of the Indian School of Business, to co-author and publish the case “Walmart’s Jetblack: Managing Luxury Service on Conversational Commerce”.
Positioned as a teaching case that delves into the subtleties of Brand Management and Services Marketing, it is an examination of the novel concept of conversational commerce as examined through the case study of Walmart’s failed luxury shopping service, Jetblack.
The in-depth teaching of case studies is the main form of instruction in top global B-schools, and the B-school case study method was pioneered by Harvard Business School. Case study pedagogy is routinely used to successfully engage with students and teach business, marketing, and management courses at JGLS, JGBS and other schools of JGU.
Professor Gaganpreet Singh, an Associate Professor in the Jindal Global Law School, is Director, Office of Academic Planning, Coordination and Interdisciplinarity (APCI). He has published widely in premier scholarly journals such as Journal of Marketing Management and Australasian Marketing Journal. He is one of India’s most prolific B-school case study writers, having written and published more than 16 teaching case studies examining marketing strategy — one of which has won him an award. Professor Singh’s cases are currently taught across 90 countries and have sold more than 50,000 copies.
Professor Laknath Jayasinghe is the Vice Dean (International) at JGBS and has published in the prestigious Journal of Consumer Research (an Oxford University Press journal) and Marketing Theory, as well as in the US literary icon, Harper’s Magazine. His research on television advertising engagement, published in the elite Journal of Consumer Research, was acclaimed by the renowned Marketing Science Institute as one of 16 “must read” scholarly marketing research articles published globally. Professor Jayasinghe’s work on researcher reflexivity was the lead paper in a special issue of Australasian Marketing Journal; and his recent co-authored article on collective consumer reflexivity appears in the top-tier scholarly journal, Marketing Theory.