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WhiteHat Jr. : decoding the marketing journey of an educational technology startup / Deepa Kumari, Ritu Srivastava, and Parul Gupta.
- Format:
- Book
- Author/Creator:
- Kumari, Deepa, author.
- Srivastava, Ritu, author.
- Gupta, Parul (Law teacher), author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Marketing--Case studies.
- Marketing.
- New business enterprises--Case studies.
- New business enterprises.
- Educational technology--Case studies.
- Educational technology.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2023.
- Summary:
- This case study discusses alleged malpractice by WhiteHat Jr. and how the company handled the controversy. WhiteHat Jr. is an Indian educational technology startup company that provides coding instruction for children through online courses. The alleged malpractice occurred just before and around the time of its acquisition by BYJU'S, a large Indian educational company, in August 2020. The criticism began in September 2020, when several posts were made to Twitter that railed against WhiteHat Jr.'s hyperbolic and exaggerated advertising campaigns. But the company found its harshest critic in Pradeep Poonia, a former Cisco engineer. He criticized and mocked WhiteHat Jr. for silencing the voices of dissent (on social media) and alleged that WhiteHat Jr. was promoting a toxic work culture. The company was also criticized for having a poor curriculum and underqualified teachers. During this time, the educational technology startup also experienced a potential data breach, raising privacy concerns. The case study dwells on potentially unethical advertising and other alleged malpractices by White Hat Jr., leading to a crisis. The case study looks at how Karan Bajaj, founder and CEO, helped White Hat J. navigate through the crisis. Students will be asked to evaluate crisis management and ethical advertising at WhiteHat Jr. and analyze the interplay between a founder's social identity and the business decisions made by a founder.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-5296-2096-1
- 9781529620962
- OCLC:
- 1362533634
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