The Cherry Effect Journal

Sharp thinking for brands that want better decisions.

Deep reads on international expansion, market entry, new ventures, and the strategic choices behind resilient growth.

Market Entry2020

Entering the UK Electric Vehicle Market: Opportunity, Risk and Strategy for International Manufacturers

A strategic read of the opportunity, regulation, buyer behaviour, and risks shaping the UK EV market for international manufacturers.

10 min read

International Strategy2021

How Firms Compete Across Borders: Institutions, Location and Corporate Strategy

A practical guide to the institution-based view, OLI framework, and integration-responsiveness choices behind international growth.

12 min read

New Ventures2021

Building a Home Fitness Studio Business in India: A New-Venture Analysis

A feasibility study covering demand, competition, business-model design, and the launch case for an at-home fitness service in India.

14 min read

Strategic Case Study2020

Weathering the Storm: A Strategic Analysis of the Indian Hotels Company During COVID-19

A case study of how IHCL and Taj Hotels responded to the pandemic through operational resilience, brand trust, and strategic adaptation.

11 min read