Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)

Anuj Sharma; A.K. Dey; Prerna Karwa

doi:10.1108/20450621211214469

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Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)

Document Information:
Title:	Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)
Author(s):	Anuj Sharma (Associate Professor at the Centre for International Business & Policy, BIMTECH, Greater Noida, India), A.K. Dey (Professor at the Centre for International Business & Policy, BIMTECH, Greater Noida, India), Prerna Karwa (Marketing Executive at The Handicrafts & Handlooms Exports Corporation of Indian Ltd, Noida, India)
Citation:	Anuj Sharma, A.K. Dey, Prerna Karwa, "Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)", Emerald Emerging Markets Case Studies Collection, (2012)
Keywords:	Buyer retention, Buyer-seller relationships, Export marketing, Handicraft, Handlooms, International business, Trading
Article type:	Case study
DOI:	10.1108/20450621211214469 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	The development of this teaching case has been facilitated by Bimtech Center for Management Case Development at Birla Institute of Management Technology, Greater Noida (India). Disclaimer: The case has been developed solely as the basis for class discussion and for education purposes and is not intended to illustrate either effective or ineffective handling of an administrative situation or decision making or represent the views of management about the topic of the case. The authors may have disguised/camouflaged some of the names, events, information and/or conversations among the organization's officials to protect the identity of individuals and to protect confidentiality. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.
Abstract:	Title – Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC). Subject area – International marketing/export marketing. Study level/applicability – This case is appropriate for discussion in courses such as international marketing and export marketing of post graduate studies in management. The case can also be used for management development programmes concerning practising managers. Case overview – The case is based on export marketing strategy with special focus on developing strong buyer (customer) relationships and the associated challenges of a trading company, The Handicrafts and Handlooms Exports Corporation of India Ltd (HHEC). The corporation primarily engages in export of handlooms and handicraft products from India. Since 2005-06 the corporation has been incurring losses and it was only in 2010-11 that the corporation has registered a positive net profit. Expected learning outcomes – To understand the appropriate strategies for buyer retention; to understand appropriate promotion strategies of non-essential items like handicraft, handloom and carpets; and to help students in making decisions for export marketing like understanding product characteristic, development of samples, procurement of products, vendor management, and pricing decisions. Supplementary materials – Teaching notes.