Professor Kennedy comes to Ivey following a 10-year career at the University of Michigan’s Ross School of Business where he has served in multiple roles that include Executive Director of the William Davidson Institute, Director of the Ross School Global Initiative, and the Tom Lantos Professor of Business Administration.

At Ross, Professor Kennedy published more than 50 cases and notes used in the school’s international business curriculum. Prior to his tenure at Michigan, Kennedy was a member of faculty at the Harvard Business School from 1995 through 2003. During that time, he published more than 60 case studies and notes on business issues in emerging markets.

Godrej Consumer Products Ltd. (A)
by Jean-Louis Schaan, Ramasastry Chandrasekhar

A leading consumer packaged goods company manufacturing and marketing personal care products in India is examining ways of reaching its goal of 30 per cent growth in revenues per annum year after year. It has two options. It could concentrate on organic growth in the domestic market where, in spite of some categories having reached maturity, the overall demand for its products is forecast to grow consistently up to 2025. Alternatively, it could continue the inorganic path of acquiring companies globally; this appears, so far, to be the quickest route to building scale, but the long-term prospects are not certain. Case A deals with the dilemma about the fundamental growth strategy of whether to stick to the home market or go global. Godrej Consumer Products Ltd. (B), examines the way forward with the framework of growth that the company has developed during the interim period. The company's managing director is testing this strategic framework in light of evaluating an acquisition target in Africa that has just surfaced.

Learning Objectives:

• To illustrate the growth dilemmas faced by companies operating in emerging markets such as India.
• To examine the structures and systems a company should make when deciding whether to expand internally or internationally or to export its products.

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