Featured Case

Terror at the Taj Bombay: Customer-Centric Leadership

On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the city of Mumbai, India (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for more than three days, resulting in the deaths of 34 people and 28 people injured. From the devastation would emerge astonishing tales of courage and leadership from unexpected places.

The Taj Mahal Palace & Tower burns during the 26/11 terrorist attacks

The Taj Mahal Palace & Tower burns during the 26/11 terrorist attacks.

Professor Rohit Deshpande worked with the Multimedia Team to create a case study that captured the devastation of what came to be known as 26/11. The coordinated assault on Mumbai, like that on targets in the U.S. on 9/11, sought to incite fear and confusion by exacting a staggering death toll, destroying property on a massive scale, and creating a spectacle that would play out on the global stage. The opening video, which provides a vivid portrayal of the siege, was honored with a 2018 Telly Award. “The students were much more passionate about the content of the material and their arguments than one gets in a traditional text-based case," said Professor Deshpande.

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Professor Rohit Deshpande describes the impact of the multimedia case format on the level of engagement of students in the classroom.

There is no way that a text description of something so graphic could ever capture the richness and reality of what really happened.

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