CoCubes.com: Connecting Colleges (to) Companies

Dutta, D and Seshadri, D V R (2015) CoCubes.com: Connecting Colleges (to) Companies. [Teaching Resource]

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Abstract

CoCubes.com, (CoCubes) an entrepreneurial firm, instituted a paradigm change in the way campus recruitment occurred in India. In a paradoxical environment of the high availability of a formally educated yet not readily employable talent pool in a growing economy, CoCubes offered unique value propositions to its dual set of customers (colleges and companies). It was critical for CoCubes to effectively manage engagement with the recruiting companies and attempt to change their mindset regarding recruitment from non-established, non-premier institutes. Conventionally, colleges have not paid to have their students placed. Getting colleges to see the value in this and to pay for it was critical for CoCubes to succeed and grow in the face of increasing competition. Debolina Dutta is affiliated with Indian Institute of Management Indore. D.V.R. Seshadri is affiliated with Indian Institute of Management Bangalore

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Seshadri, D V R
UNSPECIFIED
Item Type: Teaching Resource
Additional Information: The research article was published by the author with the affiliation of IIM Bangalore.
Uncontrolled Keywords: CoCubes.com, entrepreneurial firm, colleges and companies, CoCubes
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 09 Apr 2019 09:04
Last Modified: 09 Apr 2019 09:04
URI: http://eprints.exchange.isb.edu/id/eprint/780
Publisher URL: https://hbr.org/product/cocubescom-connecting-coll...
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