Business Case Studies & Business Publications

Naresh Kumra and the Amazon Debacle (B)

Bourgeois, L. J. I...

Case

Naresh Kumra and the Amazon Debacle (B)

Bourgeois, L. J. III

S-0311 | Published January 15, 2020 | 2 pages Case

Collection: Darden School of Business

Product Details

This case set follows CEO Naresh Kumra of JMATEK, an a global leader in evaporative air coolers and portable air conditioners. Although Amazon had been a major sales channel in the previous year, 2017 sales were down significantly, threatening a major new round of funding. The (A) case allow students the opportunity to troubleshoot new business sales in a growing digital marketplace, and the (B) case shows how Kumra applied both his Hindu background and American MBA training to lead JMATEK out of its dilemma.