Dr. Farrah Arif, Assistant Professor Marketing & Entrepreneurship at the Suleman Dawood School of Business, LUMS published one of the first Pakistani cases at the world renowned INSEAD Case Publishing. She co-authored the case study titled, “Easypaisa: Providing Financial Services to the Masses” with Dr. Amitava Chattopadhyay, the GlaxoSmithKline Chaired Professor in Corporate Innovation at INSEAD.
The case on strategy development and innovation can be taught in MBA, EMBA or Executive Education sessions. It highlights three important aspects of running a successful venture; how a company can take advantage of its core competency and exploit growth opportunities to increase profitability; how to identify a strategic sweet spot and cultivate a market to create value for customers and company through value innovation, in the context of Blue Ocean Strategy and how innovative marketing strategies can help in creating the eco-system needed for sustainable competitive advantage and a leadership position in a competitive landscape.
Dr. Arif is a Commonwealth scholar who obtained her PhD degree from the University of Cambridge Judge Business School. She is also a certified Associate Fellow of the Higher Education Academy (AFHEA), UK. In 2012 she was awarded the Brenda M. Derby Memorial Award at the AMA Marketing & Public Policy Conference for the policy implications of her research. She has published research articles and cases in international journals including Journal of Business Research, Journal of Research for Consumers and Asian Case Research Journal.
The case study is accessible through the INSEAD Case Publishing website.
