Business Case Studies & Business Publications

PINK LEMONADE: ESTABLISHING A GROWTH MIN...

Rama Velamuri, Sau...

Case

PINK LEMONADE: ESTABLISHING A GROWTH MINDSET (B)

Rama Velamuri; Saumya Sindhwani; Vinodini Saihjpal; Geetika Shah

ISB389 | Published July 28, 2023 | 8 pages Case

Collection: Indian School of Business

Add To Cart Buy Now

Product Details

Product Overview
Learning Objectives

Tina Garg, founder and CEO of a creative agency, Pink Lemonade, reflects upon her entrepreneurial journey of establishing a brand, growing the business from a small to a midsized firm, and partnering and scaling up to become a global firm. While planning for growth and expansion, she was at the critical juncture of rethinking her strategy. Garg faced the dilemma of positioning her firm differently while scaling up consistently across pricing, people, processes, and operations. Case B discusses how Pink Lemonade grew its business model and transformed its organizational structure. Strategy became a part of each vertical and each engagement with clients. Pink Lemonade adhered to the new normal of working with a hybrid workforce. The case discusses the changes introduced by Garg in pivoting the organization and taking business overseas, leaving the reader wondering if this would be a sustainable business model for Garg in the future.

The scaling-up journey for any business comes with its own set of challenges. The cases emphasize the following: ● How entrepreneurs act as change agents in taking up new challenges and business opportunities. ● Understanding strategic business decisions such as firm positioning. ● The need to create a learning curve for employees by investing in mentoring and training. ● The need for effective people management and leadership skills. ● Growing a business and being open to collaboration. ● How organizations pivot their working models as the business environment changes.