Case studies

This case can be used in the core course on entrepreneurship for Bachelor of Business Administration (BBA) and Master of Business Administration/Post Graduate Diploma in Management (MBA/PGDM) students. It will help them to understand the motivations and challenges of women entrepreneurs, strategies to manage challenges, interactive style of leadership and their contribution to the economic growth of the country.

Entrepreneurship.

Roopa Rani, co-founded a digital design company, DesignTheme Innoventics (DTI), with her husband Yoganand, in November 2007, on the first floor of their residence. Yoganand’s creativity and Roopa’s determination made them bootstrap, scale slow and steady. As a novice to the industry, the initial days posed many challenges. Roopa hired artists to be appointed as designers, which gave them a unique selling preposition. They progressed slowly from a team of 2 to 20, with a revenue of INR 0.3M per annum to INR 12M per annum. As the company grew, Roopa wanted Yoganand’s support in handling the responsibilities, and hence, converted DTI into a limited liability partnership in 2013 and the couple were directors. As the client base improved, the need for shifting to a bigger space became more evident. A calculative risk-taker, Roopa, was forced to move DTI to a bigger office space end 2017, with a rent of INR60,000 per month. Meanwhile, they became a team of 20, with revenue of INR12m. The shift from no rent to a rented space made DTI slip to break-even. However, after two years, they moved into a smaller space and it coincided with the COVID-19 outbreak. Although the backlog orders were processed during the first quarter of 2020–2021, the business for the next quarter was affected. Social distancing norms created a shift in the way of doing business, which was a boon for a designing company like DTI. Now, the task before this self-made woman entrepreneur was to formulate strategies to scale up the business.

After analysing the case, the students will be able to: i. Value the contribution of women entrepreneurs towards the economy. ii. Examine the motivational factors and challenges of women entrepreneurs. iii. Understand the importance of networking. iv. Appraise the socio-cultural factors in a patriarchal society and their impact on the work-life balance of a woman entrepreneur. v. Appreciate the interactive leadership style of women entrepreneurs. vi. Formulate strategies to scale up the business.

• Agarwal, S., & Lenka, U. (2015). Study on work-life balance of women entrepreneurs – review and research agenda. Industrial and Commercial Training, 47(7), 356–362. doi:10.1108/ict-01–2015-0006 • Amit, R., & Muller, E. (1995). “Push” And “Pull” Entrepreneurship. Journal of Small Business & Entrepreneurship, 12(4), 64–80. doi:10.1080/08276331.1995.10600505 • Buttner, E. H. (2001). Examining Female Entrepreneurs' Management Style: An Application of a Relational Frame. Journal of Business Ethics, 29(3), 253–269. doi:10.1023/a:1026460615436 • Carter, S.C. (1997). E. Holly Buttner and Dorothy P. Moore (1997), ‘Women’s Organisational Exodus to Entrepreneurship: Self-reported Motivations and Correlates with Success', Journal of Small Business Management, January, pp34-47. • Cohoon, J. McGrath and Wadhwa, Vivek and Mitchell, Lesa, Are Successful Women Entrepreneurs Different from Men? (May 11, 2010). Available at SSRN: https://ssrn.com/abstract = 1604653 or http://dx.doi.org/10.2139/ssrn.1604653 •Fletcher, J. (1998), Relational Practice: A Feminist Reconstruction of Work, Journal of Management Inquiry, 7(2), 163-186. • Kirkwood, J. (2009). Motivational factors in a push‐pull theory of entrepreneurship. Gender in Management: An International Journal, 24(5), 346–364. doi:10.1108/17542410910968805. • Malyadri, G., Dr. (2012). Role of women Entrepreneurs in the Economic Development of India. Paripex – Indian Journal of Research, 3(3), 104–105. doi: 10.15373/22501991/mar2014/36. Pal, N. (2016). Women Entrepreneurship in India: Important for Economic Growth. International Journal of Pure and Applied Researches, 4(1), 55–64. Pugazhendhi, D. P. (2019). Problems, Challenges and Development of Women Entrepreneurs. Emperor Journal of Economics and Social Science Research, 1(4), 48–53. doi:10.35338/ejessr.2019.1407. Shastri, S., Shastri, S., & Pareek, A. (2019). Motivations and challenges of women entrepreneurs. International Journal of Sociology and Social Policy, 39(5/6), 338–355. doi:10.1108/ijssp-09–2018-0146. Tende, S.B. (2016). The Impact of Women Entrepreneurs towards National Development: Selected Study on Taraba State. Information and Knowledge Management, 6, 30–43. Xheneti, M., Karki, S. T., & Madden, A. (2018). Negotiating business and family demands within a patriarchal society – the case of women entrepreneurs in the Nepalese context. Entrepreneurship & Regional Development, 31(3–4), 259–278. doi:10.1080/08985626.2018.1551792

CSS 3: Entrepreneurship.

The case could be effectively used in courses on entrepreneurship, strategy and brand management in MBA programs and executive-level training programs.

Entrepreneurship, strategy, marketing, women leadership and women in business.

This case deals with the business decision-making situation of Ms Jyotsna Ramachandran, a first-generation woman entrepreneur from Southern India, who has created a Global collaborative business network in self-publishing of books from India. After gaining industry experience for five years in some of the leading retail brands of India, she decided to take a plunge in entrepreneurship. She tried several businesses ranging from retail staffing to custom-made chocolates. Though it was profitable, the volumes and margins were smaller, and Jyotsna aspired big. As, at that time she was on her family way, she decided to identify a profitable business with better value creation and premium for the consumers and at the same time free from minute-by-minute concentration to take care of her child. In other words, a less-hassle home-based business with better revenue streams and margins. The case gives a thorough background of her rise in the industry and talks about some of her new ideas and plans.

Students will be in a position to: 1. Understand gender issues and bias affecting women in work. 2. Illustrate the initial phases of entrepreneurship. 3. Understand and apply the evaluation tools like PESTLE, SWOT and then business model canvas. 4. Understand the value chain and the intensive and integrative growth strategies. 5. Illustrate blue oceans in an industry setup – irrespective of the industry growth rate. 6. Apply perspectives on brand management.

Detailed teaching notes attached. Teaching notes are available for educators only.

The case addresses the important gender issues affecting women’s work–life balance. It will also inspire many women through the success of the woman protagonist and her project head well documented in this case study.

CSS 3: Entrepreneurship

Communication Solutions (CS), a woman-owned business, experienced fast growth at its inception, and then found itself slowing after the mid-2000s recession. The firm provides consulting services, primarily to government agencies. The owners have brought the business to sales of about $10.5 million in 2012, but revenues declined following that peak year because of cutbacks in government spending and founder Jennifer Madison’s detachment from the business. Even though they recognize that it may not be an ideal time to sell, they are tired of running the business and want to sell now, as long as they can pay off their debts.

This case was researched through multiple interviews with Mark and Jennifer, who provided all of the financial data and background. All financial statements given in the case provide actual CS numbers. The name of the company and the names of the owners have been changed, at their request to disguise the company. At the time this case was written, the owners were in negotiation with a potential bidder, and did not want their names or their company name to be used. Market information and information about comparable companies was researched using publicly available financial data bases.

This case has the potential to be used in a variety of classes, depending on what the instructor wishes to emphasize. The author uses the case as a valuation case in a corporate finance class (suitable for undergraduates or MBAs), allowing students practice in discounted cash flow valuation and comparable multiples valuation. It could be used in an investments class which teaches business valuation, particularly in teaching valuation using market multiples. The case could be used in an entrepreneurial finance class. The author uses this case to illustrate the difficulties of business valuation with messy (but real) data.

This case explores small business valuation and exit strategies for founders. Students can put themselves in the position of small business owners who are ready to exit. Students should value the firm using discounted cash flow and multiples valuation, which includes making assumptions about the future growth of the firm. While there is likely to be reasonable agreement on the “as is” valuation, there may be great variation concerning the assumptions and valuations of the company as it could be. Students can discuss (and implement) adjustments made when using large company comparables to value a much smaller company.

This case traces through a 20-year history of a Chinese high-tech company, Maipu Communications Technology Company. Throughout the company’s growth, Maipu adjusted its innovation models in order to ensure that they remained compatible with corporate strategies, resources and external environments. However, as the company grew bigger, it was finding it more and more difficult to meet its innovation goals. Its current innovation model is a market-driven platform + distributed innovation. While Maipu has achieved some success under this model, it is faced with a myriad of challenges during the execution of the model. The key questions raised by this case are whether Maipu’s current innovation model is suitable for the company at this stage and how the innovation model should be adjusted to propel new innovation and growth opportunities for Maipu in this increasingly competitive market.

This case was a field research case. The authors paid three visits to Maipu Communications Technology Company, during which the authors conducted in-depth interviews with Mr Zhao, the Head of Maipu’s R&D and Innovation group, and several senior and functional managers of the company. Follow-up communication via telephone and e-mail was conducted to verify the accuracy of the written case.

This case is well suited for courses in the areas of strategic management, innovation management, high-tech management, entrepreneurship, and international business. The target audiences of the case are primarily MBA students, although this case can also be used in upper-level undergraduate business courses.

The theoretical basis for this case includes the following management theories: strategy formulation and strategy implementation, business-level and corporate-level strategies, enterprise life-cycle, corporate strategies at various stages of growth, patterns of innovation and applications, and implementation of innovation strategies.

Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based products such as yogurt and cottage cheese and spread its foray into the neighboring states. In 2014, the company had to overcome a few challenges from the macro environment as well as think of a marketing and communication strategy to gain competitive advantage.

The case is based on the primary research and has been developed using interviews of the company representatives and documents made available from the company. Wherever required, written permission has been obtained from the company representatives.

This case could be a part of the Marketing Management course in a graduate/undergraduate program in Business Management. The case could also be a part of a Brand Management or Integrated Marketing Communications course in the same program for specialized subjects such as branding a generic product or brand communications. This case could also be used for a short discussion in a distribution and logistics course.

The specific topics, which could be facilitated through this case, are the 4 Ps of marketing, distribution and marketing strategy. The case also relies on the theories of branding and marketing communication.

This case involves the March of Dimes (MOD) Foundation, the “leading nonprofit organization for pregnancy and baby health.” MOD’s mission was to support medical research, organize volunteer workers, and provide community services and education to save babies’ lives (www.marchofdimes.org). The strategic issue in the case involves creating awareness of both the mission and services of MOD and the critical issue driving that mission – premature births. The organization must create a desire for various target markets to take action in response to the problem. The main protagonist is Doug Staples, Senior Vice President for Marketing and Communications.

Data were collected via personal interviews with the primary protagonists, Doug Staples, and Mike Swenson of the Barkley agency. The MOD provided quantitative Gallup studies they commissioned, as well as documents unveiling the roll-out in the San Jose, CA region. The Barkley Agency provided qualitative data from a study which consisted of eight focus groups conducted in two markets and ten personal interviews. Secondary research was used to provide a support for industry and market data, to supplement organizational facts provided by the MOD, and to identify and link marketing theory to the situations provided in the case. The organization, facts and characters in this case were not disguised. MOD was consulted throughout the case development process.

This case study is recommended for marketing courses at the undergraduate level. It is most appropriate for marketing management, introductory marketing, or marketing strategy classes. Additionally, this case is a good fit for courses focused upon not-for-profit marketing issues.

The strongest opportunities to apply theory using this case relate to branding (see De Chernatony and Dall’Olmo Riley, 1998 for a content analysis of the brand literature). These theories include brand image and personality (Aaker, 1997; Belk, 1998; Grohmann, 2009), brand awareness (Aaker, 2002), brand involvement and customer loyalty (Brakus et al., 2009), brand engagement (Sprott et al., 2009), brand relationships (Breivik and Thorbjornsen, 2008), and brand equity (Aaker, 2002, 2008). Specifically, question 2 addresses brand personality, and questions 3 and 4 explore relationships with the brand such as the emotional power of the brand and brand association. Question 6 focuses on positioning strategy.

This case explores the concept of crowdfunding by examining the background of the fundraising model in addition to the successful campaign, “Let’s Send Kids to Harvard: Vidal Scholarship Fund.” In this campaign, Brandon Stanton leveraged the large following of his photo blog, “Humans of New York,” to raise more than one million dollars for students in an inner-city middle school. The fundraiser received national attention and broke the record for the most contributors to a single campaign on the popular crowdfunding website, Indiegogo. Students are encouraged to think critically about what elements work together to create a successful crowdfunding campaign.

Secondary data were reviewed to provide a thorough review of the history of crowdfunding as well as to chronicle the events that led up to the successful crowdfunding campaign highlighted in the case study.

This case is appropriate for university marketing, social media, public relations, and entrepreneurship courses. This case has a difficulty level appropriate for sophomore-, junior-, or senior-level courses.

The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and brand positioning.

This research is based on published sources.

The case can be used in courses in strategic brand management, retailing, fashion marketing, marketing communication, or corporate communication at the graduate or advanced undergraduate level. The case will be particularly useful for those who already understand branding and consumer behavior, but who may not have learned anything about rebranding or strategic brand management. It is not suitable for undergraduates who have not studied branding at all.

This failure case study tells the story of All World Media, a start-up offering internet-based media planning and buying tool created by ambitious Estonian entrepreneurs in 2011. A few years earlier the two founders had come up with an idea that in their opinion would revolutionize the process of media planning and buying for advertisers. They had noticed that the industry worked in an intransparent and inefficient way. Based on their own extensive experience in various internet ventures and following first consultations with key industry players they were confident that the market was ready for a self-service online media marketplace.

The (A) case focusses on the initial business idea and on the events before the launch of the internet platform. The case includes the entrepreneurs' concept, the main contents of the business plan, and the operational steps until the launch of the service on the market. The (B) case outlines the events after the launch of the online service, analyzes the possible reasons for the failure of the original business model and discusses potential strategic alternatives that are still open for the entrepreneurs.

The two-case sequence can be used for a 90-minutes session in marketing, entrepreneurship or strategic management courses in graduate and executive programs. The case is accompanied by an instructor's manual which also includes suggested assignment questions and proposed session plan.

Josh Brochhausen and Adam Podrat, as partners in The Resource, wrote commercial music for the ads of several companies. They were innovators in the recording studio, and their music appealed to young consumers.

Josh and Adam also had become involved in producing records for hip hop artists. They undertook a project called Deaf in the Family, which was a full length album featuring artists from the hip hop underground. The record was well received among music critics from the underground press, but the project made no money because Josh and Adam did not have the financing to secure the appropriate clearances for the right to use samples from existing songs.

Their problem centered on the uncertainty of financial success in producing hip hop records, which was their passion, and deciding whether to devote energy and resources toward it, and away from making commercial music, which was their livelihood.