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Pink Lemonade: Time to Refresh the Firm's Positioning (A)
內容大綱
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 A discusses how Pink Lemonade transitioned from a boutique communication agency to a strategic brand partner. It delves into the decision-making dilemmas that Garg faced while growing the firm and the actions needed to reposition the organization during the pandemic. Having worked on prestigious projects, she aimed to grow the ticket size of business engagements with existing clients. Garg confronted several challenges in scaling the business, as well as the risk of diluting the distinct organizational culture she had created over the years.