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Case
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Teaching Notes
Abstract
When Bless Retirement Living began operations in Kerala, India, it targeted middle- and upper middle-class retired professionals who valued their independence. Three years into the venture, the founders were worried about how to co-create enhanced value for their residents. The present business needs to be scaled up from a limited community service design to a large-scale service model. This case introduces students to the challenges they may encounter when starting and scaling up a business operating in the personal services area.
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