• Dr. Vijay Sharma

The case is based on the actual insights from the actual research carried by the researcher in Bikaner city and highlights the dilemma of small retailers of electronic items in city which are facing strong and never before competition from online E-retailers. Suresh Chand Ahuja, the main protagonist of the case, is a shopkeeper of electronic items dealing in especially mobile phones and LCDs in Jaipur city. His erstwhile loyal customers are being swayed by online e-retailers and he must make some alternative strategy to combat this online attack. The case is contextual in nature and learning from the case can be of immense help to small retailers to sustain their business on the face of this attack.

Mobile Phones, Retail shopkeepers, E-Commerce, E-Retailing, Case Study, Management Case Study.

"For Whom The Bell Tolls- Management Case Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 10, page no.897-899, October-2017, Available :http://www.jetir.org/papers/JETIR1710140.pdf

"For Whom The Bell Tolls- Management Case Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 10, page no. pp897-899, October-2017, Available at : http://www.jetir.org/papers/JETIR1710140.pdf