Ahmedabad Management Association: A Search for Strategic Direction

Abstract

The case describes the evolution of Ahmedabad Management Association over the past 10 years of its existence. It describes in a comprehensive way the profile of its activities, resources, structure, and other relevant information. It highlights the issues related to the future direction of AMA and the kind of internal changes needed. Among the options considered are (a) to convert AMA as an educational institution or (b) to retain its flavour as a social (management) organization. The case concludes is with the pros and cons related to these options.