IVEY - Case Study


Jade Magnet: Creating a Crowdsourcing Enterprise


Jade Magnet was India’s largest creative crowdsourcing platform. It had grown from an entrepreneurship project idea of two MBA students to one that had completed more than 700 projects for 200 brands through 3,000 providers that offered a range of creative services. As 2011 was coming to a close, the founders were preparing for a meeting with their mentor and angel investor to discuss a number of issues including whether to grow the business by expanding domestically in India and/or expanding internationally into the Middle East. A decision to enter the Middle East would raise further questions concerning market knowledge, competitors, external funding sources, joint ventures and branding.

Learning Objective:


  • To enable students to appreciate the entrepreneurship process, business model formulation and innovation.
  • To emphasize the importance of mentoring and support networks.
  • To introduce the concept of crowdsourcing and illustrate the example of co-creation.
  • To identify opportunities, weigh them and determine the strategic priorities.
  • To enable students to identify problems and evaluate alternative solutions.

© IVEY Publishing


Dr. T N Swaminathan
Director – Branding, Public Relations & Alumni Relations
Professor Marketing
Great Lakes Institute of Management, Chennai


Mr. Arun Thamizhvanan
Assistant Manager, LatentView Analytics
Former Lecturer Marketing, Great Lakes Institute of Management, Chennai


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Student Achievements

War of Bands – The Campus Maverick, Deloitte

Rahul Patankar, Animesh Saraf, Rahul Batta, Raghupati Jha, TanmoyMitra, Ashish Vashisth Students PGPM (2013 - 2014)


"Marketing: A Tool to refurbish the Education Sector", article published in Samvad, Official Student Magazine of WeSchool, Mumbai

Astha Pandey of PGPM (2013 - 2014)


Swati Kaul, PGPM, 2013-14 won the Article writing competition

Swati Kaul, PGPM, 2013-14 won the Article writing competition on the theme “GENDER EQUALITY-Are Mars and Venus treated equally in the corporate universe?” conducted at SWIM 2013, Great Lakes Institute of Management, Chennai


‘The Changing Face of Finance Consultancy: Boutique Investment Banks’ has been published in the May, 2013 edition of IIM- Shillong Conquest Magazine (Consulting Club) as ‘featured article’

Ankur Baj of PGDM (2012 - 2014)


Best silent voice entry for the June, 2013 Edition of Markathon-The Marketing Magazine of IIM-Shillong

Pulkit Kohli and Ankur Baj of PGDM (2012 - 2014)


Winner of Ernst and Young Knowledge Quiz

Lathish Venugopal, Viral Patel. More than 2000 teams across India participated in this


Runners up at TATA Crucible Campus Quiz

Lathish Venugopal and Viral Patel.


Article published in March edition of Markathon – Marketing magazine of IIM- Shillong

Kriti Dua and Sankalp Parihar. The article was on Marketing Trends 2013


Winner at Hyundai Global Youth Marketing Camp

Shouvik Das. The event was held in S.Korea and the team comprising of 4 Korean students, 4 Indians and 1 Chinese student won the award for the Best BTL Strategy


Second Prize for Article writing in NMIMS Banking

Namratha and Mahesh. The article was on “Policy expectations for the Indian Economy” and was published in the BankAge Magazine of NMIMS.


First Place- The Clan,IFMR

Krishnan Chidambaram and Hariharan Subramaniyan. The event was Abhyudhaya, the flagship HR event of IFMR. They competed in the finals against teams from K.J. Somaiya, IIT Madras, BIM, Welinkar and LIBA


I Runner up at Goa Institute of Management

Gajendra Sisodia and Kriti Dua. This was a national level case study competition (Samiksha 2013). Total of 127 teams participated in the event


Article published in NITIE’s In-Fin-NITIE

Manshi Gandhi. The article was on “Quantitative Easing”


First prize in case study competition at SIMC

Harleen Wahi and Abhishek Jain. The case study was a real case of declining sales of next gen publishing magazines a unit of Shapoorji Pallonji & Co Ltd. Great Lakes competed with 11 teams in the final campus round with the likes of SIMS,MICA, NITIE, Narsee Monjee,etc