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IJNRD
INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
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Impact Factor : 8.76

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Paper Title: To what extent have BYJU’s celebrity endorsement and sponsorship strategies successfully contributed to the growth of the company?
Authors Name: Avinn Malhotra
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IJNRD_182392
Published Paper Id: IJNRD2208083
Published In: Volume 7 Issue 8, August-2022
DOI:
Abstract: In light of the pandemic, many aspects of our life have become increasingly digitized. One such aspect is education. Even prior to the pandemic, ‘Ed-tech’ or educational technology was on the rise. Of the many brands that were prospering in this sub-industry, an Indian startup named BYJU’s started to become very popular. With the beginnings of this company dating back to 2011 and beyond, at today's date BYJU's has been valued at an impressive $23 billion. This paper aims to unfold the history of the company to prove that it fits the definition of a startup, as found in the literature, to a great extent. Furthermore, by using marketing knowledge, the varying growth strategies that enabled the company this success are also analyzed.
Keywords: indian startup, byju, ed-tech, education technology, growth strategy, marketing, sponsorship
Cite Article: "To what extent have BYJU’s celebrity endorsement and sponsorship strategies successfully contributed to the growth of the company?", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.7, Issue 8, page no.793-802, August-2022, Available :http://www.ijnrd.org/papers/IJNRD2208083.pdf
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ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publication Details: Published Paper ID:IJNRD2208083
Registration ID: 182392
Published In: Volume 7 Issue 8, August-2022
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Page No: 793-802
Country: Gurugram, Haryana, India
Research Area: Management
Publisher : IJ Publication
Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2208083
Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2208083
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
Journal Starting Year (ESTD) : 2016

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