| Description |
1 online resource : illustrations |
| Series |
SAGE business cases |
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SAGE business cases
|
| Summary |
The International Film Festival of India (IFFI) was struggling to maintain the loyalty of key stakeholders. Established in 1952, IFFI was India's leading and Asia's oldest film festival, but its global ranking did not measure up to its status. This was a sorry state because, each year, the country produced the largest number of feature films in the world. The film festivals were platforms for nurturing new talent and networking among key stakeholders. Additionally, they significantly contributed to the marketing and distribution of films. Hence, IFFI played an important role in the Indian film industry. The case presents an overview of IFFI's objectives, organizing partners, evolution, program structure, key challenges, and plans. Next, it discusses operational details and the domain of international film festivals (IFFs). Finally, before presenting the strategic choices, the case furnishes a brief note on the steps taken by these festivals following the onset of the COVID-19 pandemic.Participants in IFFI appreciated its carnival-like atmosphere but complained about poor planning and bureaucratic processes. To address these challenges, experts proposed that the festival offer more convenience to participants, obtain better facilities, and increase industry and private sector participation in hosting the event. Were these steps adequate? How could IFFI design a more efficient marketing plan to improve the loyalty of its target segment and its global ranking? Should it focus on differentiating itself or on improving its participants' service encounters? |
| Notes |
Description based on XML content |
| Subject |
Stakeholder management -- Case studies
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Corporations -- Investor relations -- Case studies
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Film festivals -- India -- Management -- Case studies
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Corporations -- Investor relations
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Stakeholder management
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India
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| Genre/Form |
Case studies
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| Form |
Electronic book
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| ISBN |
9781529618914 |
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1529618916 |
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