Sathyanarayanan Ramachandran, Sundram Fasteners Associate Professor, Marketing, IFMR GSB and Professor Chandrasekaran Nagarajan, Professor, Operations and Strategy, IFMR GSB have authored and presented a case study at the Indian Institute of Management (IIM Nagpur) Case & Research Conference 2026, held from 7-8 February 2026. The case study, ‘Deepak Cell City: Serving with heart,’ tracked several business and ethical dilemmas the founders faced and examined them through various management frameworks, including the effectuation theory of entrepreneurship, service-dominant (S-D) logic, business ethics, and strategic alternatives.
