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Learning outcomes The case is an example of the dilemma and constraints an entrepreneur faces as they go forward in implementing ideas while setting up an enterprise. Through the eyes of John, the case helps the participants to understand and analyse two distinct business models, the bricks and clicks model and an online aggregator model and evaluate them using a visual business tool like the business model canvas (BMC). Thus, the case helps the participants to:▪ Analyse the customer segments and demand.▪ Apply frameworks for analysing a new venture’s prospects.▪ Understand two distinct business models and learn how to sketch a business model using the BMC.▪ Compare various business model designs using the BMC template. Case overview/synopsis Set against the backdrop of high consumerism and haute couture, conventroad.com is an example of fashion aggregation and curation in the online platform. Once known as the fashion hub of Kerala with its crowded streets, cramped with boutiques on each corner, Convent Road lost its following as big and major stores left the miniscule space for better facilities in the name of development. This case follows Rijin John, founder and developer, through the course of his idea conceptualisation. In an attempt to regain its popularity through the internet, John set out to rope all the popular Convent Road boutiques into one platform. But, as more options became available, John was in a dilemma about whether he should continue to try to convince the indifferent boutique owners to be a part of his enterprise or explore an alternative model and create a platform for weavers while sacrificing the brand value of Convent Road. Complexity academic level The case is designed for use in an undergraduate or graduate-level course on entrepreneurship, marketing, business policy and managing growing ventures. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Despite considerable difference between brand and attribute information, the question of whether sequential presentation of brand and attribute information can impact product evaluation has yet to be addressed. We answer this question by identifying a novel affect-based mechanism for sequential presentation of brand and attribute information that is distinct from existing mechanisms that are predominantly cognitive. Based on the affective mental associations for a brand (vs. an attribute), we show that willingness to pay for a product is higher under brand-first (vs. attribute-first) presentation, a difference that we term the "affect premium" for brands. We present an affect-based explanation for this phenomenon by showing that it is observed only for strong brands, mediated by affect elicited by the brand, and observed only under promotion (vs. prevention) focus due to contingent reliance on affect. Further research could determine the information processing pathway involved and boundary conditions for the observed effect.

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