Case studies

Teaching cases offers students the opportunity to explore real world challenges in the classroom environment, allowing them to test their assumptions and decision-making skills before taking their knowledge into the workplace.

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Case study
Publication date: 27 February 2024

Tianjun Feng, Chunyi Zhang and Lin Quan

Shanghai ANE Logistics Co., Ltd., established on June 1, 2010, is a business of road part-load logistics for goods from 5 to 300 kilograms. Mr. Wang Yongjun and his management…

Abstract

Shanghai ANE Logistics Co., Ltd., established on June 1, 2010, is a business of road part-load logistics for goods from 5 to 300 kilograms. Mr. Wang Yongjun and his management team have spent five consecutive years building ANE into the biggest part-load franchising network in China, and set up a brand new business model, through integration of traditional transport lines, part-load express network and information technology platform.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 27 February 2024

Xiangfeng Chen, Chuanjun Liu and Zhaolong Yang

In China, supply chain finance (SCF) has gradually emerged as a new service for the retail industry. This case systematically discusses how JD conducts product design and risk…

Abstract

In China, supply chain finance (SCF) has gradually emerged as a new service for the retail industry. This case systematically discusses how JD conducts product design and risk control of supply chain finance and related financial services, and analyze the impact of supply chain finance on JD's retail operations. The case also analyzes the relationship between JD supply chain finance and traditional financial institutions, and explore the future development of retail supply chain finance.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 27 February 2024

Tianjun Feng, Chunyi Zhang and Jiani He

Established in 2010, Mellower Coffee has 40 exquisite chain stores and three branches, namely Mellower Coffee Sales, Mellower Business Management and Shanghai Mellower Roasting…

Abstract

Established in 2010, Mellower Coffee has 40 exquisite chain stores and three branches, namely Mellower Coffee Sales, Mellower Business Management and Shanghai Mellower Roasting Factory. Positioned as a premium coffee brand in China, Mellower Coffee has realized the integrated operation and management of the whole industrial chain from raw coffee trade, roasting factory, coffee retail products, specialty coffee chain, office coffee to coffee academy. It has a vision to attract and cultivate more and more coffee lovers by constant innovation coffee culture promotion.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 27 February 2024

Kai Yao and Sizhi Li

This case explores how driver training school create experience value for their trainees. It describes the development of driver training industry, the foundation and new training…

Abstract

This case explores how driver training school create experience value for their trainees. It describes the development of driver training industry, the foundation and new training mode of Rongan Driving School, changes and challenges of environment for Rongan facing and so on, which will guide readers to discuss six influence factors of customer experience, six dimensions of customer-experience value, the relationship between them, and the influence of social environment. Rongan's innovative training mode of “pay after learning, time-based billing, one car for one person”, provides a good training experience for driving trainees. It has become the benchmark of the national driving training industry within six years.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 27 February 2024

Yuejun Tang

The widespread family businesses play an important role in the national economy of developed countries in Europe and North America, or of developing countries in East Asia…

Abstract

The widespread family businesses play an important role in the national economy of developed countries in Europe and North America, or of developing countries in East Asia. However, family business succession is a worldwide difficult problem. The innovative family business succession practices of Robert Bosch GmbH, the German family company which has a history of 130 years (1886-2016), basically follow the trend of evolving from family businesses to social enterprises after further socialization. However, it has its own innovation and uniqueness which is worthy of reference by Chinese family businesses.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 27 February 2024

Wen Yu

With the development of inclusive financial business in China in recent years, this case describes the credit risk control of “mobile credit”, a smart online credit platform…

Abstract

With the development of inclusive financial business in China in recent years, this case describes the credit risk control of “mobile credit”, a smart online credit platform launched by Shanghai Mobanker Co. Ltd. (referred to as “Mobanker”, previously named as “Shanghai Mobanker Financial Information Service Co., Ltd.”) which provides technical services for inclusive finance industry.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Yan Luo, Xiaohuan Wang and Ningyu Zhou

As China has pressed ahead with rural revitalization in recent years, its rural financial sector has also developed rapidly and the financial environment has been greatly…

Abstract

As China has pressed ahead with rural revitalization in recent years, its rural financial sector has also developed rapidly and the financial environment has been greatly improved. But compared with urban areas, the rural financial sector makes rather limited contributions to rural economic development for a variety of reasons, including single types of service providers, narrow coverage, and lack of services and products. The underdevelopment of the rural financial system is closely related to the characteristics of its target customers and the economic system. The deficient rural financial credit system, the low level of IT application, the difficulty in data collection and integration, and the insufficient collateral of farmers pose high costs and huge risks for financial institutions when providing credit and other financial services.

In the present case, fintech and financial innovation complement each other: The application of fintech makes innovation possible, and the need for financial development fuels the development of fintech. Leveraging fintech and new business models, MYbank has overcome the main obstacles in the development of rural finance to provide convenient financial services for farmers and rural MSEs. Fintech is the abbreviation of “financial technology.” It can be understood as the combination of finance and technology for easier understanding, but it is more than that. Fintech refers to the innovation of traditional financial products and services with various technologies to improve efficiency and reduce operating costs. The emergence and development of fintech have led to the creation of new business models, applications, and processes, which have triggered major changes in financial markets, financial institutions, and the ways financial services are delivered, and are reshaping the financial landscapes of countries and even the world.

There are three major problems in the development of rural finance: difficult access to data, difficult risk management, and difficult market penetration. In order to gradually remove the obstacles and guarantee sustainable business development, MYbank has created three new business models with the power of fintech: digital inclusive finance at the county level, industrial finance, and platform finance. With these models, MYbank is searching for a “Chinese solution” to the worldwide problem of rural inclusive finance.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Case Center

This case reviews the development of Dianping. After seeing Zagat's unique business model in the United States, founder Zhang Tao found that he could bring it to China and bring…

Abstract

This case reviews the development of Dianping. After seeing Zagat's unique business model in the United States, founder Zhang Tao found that he could bring it to China and bring about local innovation. At the beginning of its establishment, the collection and promotion of comment content was the major challenge for Dianping. At the same time, Dianping faced legal issues. To solve these problems, the review mechanism of Dianping was designed to a certain extent to ensure the fairness of the review. With the advent of the mobile Internet era, Dianping began to develop a new business model. Relying on its high-quality “word-of-mouth” content and mass basis, Dianping launched group buying, online restaurant ordering, and other businesses. Dianping has always been open to strategic partners. Since 2015, Dianping has undergone historical changes, merging with Meituan. Since then, Dianping has continuously adjusted its business and organizational structure to maintain its competitiveness. Gradually, Dianping has changed from an independent business entity into a business unit of Meituan.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Lingfang Li, Yangbo Chen and Yi Liu

“Originally as a business providing community life services since its founding in 2017, Dingdong (Cayman) has transformed itself into a fresh e-commerce company. After making…

Abstract

“Originally as a business providing community life services since its founding in 2017, Dingdong (Cayman) has transformed itself into a fresh e-commerce company. After making adjustments to its business model and operating strategy for three times, Dingdong (Cayman) has completed the strategic transition from grocery surrogate shopping to comprehensive self-operation, and built its own commercial fortress. In 2019, the total revenue of the company was five billion yuan. Upon the outbreak of COVID-19, its monthly revenue exceeded 1.2 billion yuan in February 2020, and the year's total revenue was expected to hit 15∼18 billion yuan. To date, Dingdong (Cayman) has formed a supply chain fully based on digital operation and built a commercial fortress in the fresh e-commerce industry. Despite this, its future prospect is not free from challenge. This case mainly deals with the following questions: How about the strategic positioning and core competitiveness of Dingdong (Cayman) in its early days? In the process of rapid expansion, what are the advantages and problems in its business model? How can the digitally operated supply chain support its continuous expansion in the future?”

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Xianghua Lu

As a “unicorn” devoted to the rural market, Huitongda has gone through a major evolution since its establish-ment in 2010 from a rural home appliance distributor, a supply chain…

Abstract

As a “unicorn” devoted to the rural market, Huitongda has gone through a major evolution since its establish-ment in 2010 from a rural home appliance distributor, a supply chain platform, an O2O service platform to an industry Internet platform of the rural e-commerce ecosystem, based on its deep understanding of the pain points in the rural market and operational experiences. After 2017, as the platform scaled with more vendors, Huitongda was no longer satisfied with selling a single product from urban to rural areas, but was committed to promoting the two-way flow of diverse commodities between urban and rural areas. It also set out to promote employment by entering the rural human resource market, expanding the single-industry O2O service platform to a complete multi-industry ecosystem. In 2018, with a service network covering over 17,000 townships across 20 Chinese provinces, Huitongda's sales reached RMB 35 billion yuan, enabling over 500,000 rural dwellers to start their own businesses or to find employment.

However, the depth, breadth and complexity of the rural industry Internet gradually multiplied, as more member stores joined the business ecosystem with more valuable commodities and services. As a rural industry Internet network owner, how could Huitongda better tap into digitalization in order to support its industry Internet business model and the huge network? How can it further widen the network boundaries to drive more business innovations and maximize network value?

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Chenghua Zeng and Kun Zhao

Founded in 2004, OPPO has experienced the boom of the Chinese mobile phone market, the trend of mobile Internet and the prosperity of the smartphone market. While adjusting its…

Abstract

Founded in 2004, OPPO has experienced the boom of the Chinese mobile phone market, the trend of mobile Internet and the prosperity of the smartphone market. While adjusting its business structure based on changes in the market environment, it has transitioned itself from an audio device manufacturer to a smart-phone manufacturer that offers hardware, software, and service.

This case study focuses on OPPO's evolution and strategy, and provides an insight into its history, competition, and strategic choices based on whether or not OPPO should release a feature phone with a foldable display at the MWC 2019, and discusses the core competitiveness that helped OPPO succeed against the market downturn. This case study helps students understand the development of corporate strategies and the process of building core competitiveness in the microcompetition in the red ocean market. We also wish to help students understand how to come up with the most appropriate decision-making framework and conduct a critical analysis on the issues based on the internal and external factors of their businesses while they make strategic decisions. When it comes to different dimensions and indicators coming to contradictory conclusions in particular, what should the manager of a business do to make the correct strategic decision?

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Zhiyong Yao, Kun Lin and Yixuan Huang

The tech giants Alibaba and Tencent compete on many fronts. This case focuses on three areas where they have competed very hard: new retailing, mobile payment, and ride-hailing…

Abstract

The tech giants Alibaba and Tencent compete on many fronts. This case focuses on three areas where they have competed very hard: new retailing, mobile payment, and ride-hailing. At the beginning of 2018, Alibaba and Tencent were gathering retail investments in bids to battle each other for shoppers' digital wallets. Key to the battle is China's mobile payment market, worth more than 200 trillion RMB, where Alibaba and Tencent are going head to head. The giants are not only directly competing in the payment platform area but also extensively fighting in other areas, such as ride-hailing, where they invested in and supported Didi and Kuaidi, respectively. To enhance understanding, this case also briefly goes through the history of the two giants. The purposes, methods, and consequences of their platform competition deserve an in-depth discussion

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Publication date: 26 February 2024

Case Center

The case focuses on the establishment and development of LYFEN, a Chinese leisure food brand. LYFEN created a business model of “small packaging + store.” Through accurate…

Abstract

The case focuses on the establishment and development of LYFEN, a Chinese leisure food brand. LYFEN created a business model of “small packaging + store.” Through accurate analysis of consumer habits, it quickly became one of the major brands in China's leisure food industry. In the process of entrepreneurship, it grasped the economic opportunity during SARS and quickly bought a large number of stores at low prices, laying the foundation for the rapid development of the follow-up. At the same time, its active practice of introducing information construction also further improved the business's competitiveness. Case B mainly focuses on the external and internal environment of LYFEN after 2015. According to estimates made in 2014, LYFEN's online sales were supposed to double, but LYFEN was gradually falling behind the competition.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 26 February 2024

Jinyun Sun and Feiting Wu

This case is mainly about the development journey of Tujia, a unicorn in China's accommodations-sharing sector, as well as the development status of the sector. On December 1…

Abstract

This case is mainly about the development journey of Tujia, a unicorn in China's accommodations-sharing sector, as well as the development status of the sector. On December 1, 2011, Tujia.com—China's first medium- and high-end vacation apartment booking platform—was formally launched, and it announced the first round of capital injection in less than half a year after its launch. It completed D and D+ round of financing on August 3, 2015, securing $300 million with an estimated value exceeding $1 billion. The completion of this financing round meant that Tujia formally entered the $1 billion club composed of “unicorn” Internet companies. In June 2016, it announced the strategic M&A of Mayi; in October 2016, it announced its strategic agreement with Ctrip.com and Qunar.com for the M&A of their apartment and homestay businesses. The completion of these transactions manifested the matrix with the four major platforms Tujia, Mayi, Ctrip, and Qunar. Since then, Tujia has become the absolute pacesetter in China's online accommodations-sharing sector.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Qinqin Zheng and Zhenzhen Li

Dialogue in Darkness (DID) is a global social enterprise, which provides products and services such as workshops, exhibitions and activities in the dark in China. The corporate…

Abstract

Dialogue in Darkness (DID) is a global social enterprise, which provides products and services such as workshops, exhibitions and activities in the dark in China. The corporate workshops are designed for companies, institutions and government agencies to provide unique leadership training and some other training in teamwork, communication, innovation and change management. And education workshops are aimed at providing young people with unique leadership training and training in teamwork, innovation and empathy and so on for the educational institutions. Over the past five years, DID, headquartered in Shanghai, has expanded to Beijing, Chengdu and Shenzhen, realizing strategic coverage of East, West, North and South of China. DID achieved break-even within less than one year since its inception. Its sound and healthy development offers an innovative way for the sustainable development of social enterprises.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Zhong Ning, Yangbo Chen and Yalin Luo

Anhui Winall Hi-Tech Seed Co., Ltd., a high-tech seed enterprise integrating crop seed research, production, processing and marketing at home and abroad, is the first seed company…

Abstract

Anhui Winall Hi-Tech Seed Co., Ltd., a high-tech seed enterprise integrating crop seed research, production, processing and marketing at home and abroad, is the first seed company listed on GEM in China. Its main business is research and development, breeding and marketing of seeds of hybrid rice, edible rape, cotton, melon and vegetable, with hybrid rice as its leading product. In terms of business model, Winall Hi-tech is engaged in procurement, production, sales and promotion of modified varieties and after-sales service. However, Winall Hi-tech also has to face a few potential problems.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Youwei Wang

As an Internet fashion brand, HSTYLE has developed into an Internet enterprise with annual sales of 1.5 billion RMB within 10 years, establishing its position as the top industry…

Abstract

As an Internet fashion brand, HSTYLE has developed into an Internet enterprise with annual sales of 1.5 billion RMB within 10 years, establishing its position as the top industry performer in China. This case studies HSTYLES' innovation in business model and organizational management. HSTYLE's workgroups have achieved the balance of responsibilities and rights in a small team of three members at minimum, while mobilizing the enthusiasm and initiative of the line managers with the support of public service sector. At the same time, HSTYLE enriches its brand style, establishes a fashion cloud platform, and integrates individual and organizational consumers into its existing fashion design, manufacturing and sales system.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Xiaojun Xu

Against the backdrop of IBM Personal Computer Business's acquisition by Lenovo Group, this case introduces the remodeling process of Lenovo's HR organization and development team…

Abstract

Against the backdrop of IBM Personal Computer Business's acquisition by Lenovo Group, this case introduces the remodeling process of Lenovo's HR organization and development team, during which the company's 5P principle, namely “Plan (think clearly before making promise), Perform (promise is to be fulfilled), Prioritize (company's interest is top priority), Practice (make progress every day in every year), Pioneering (venture any experiment to be a trailblazer), takes shape. After learning about Lenovo's recruitment of internationalized talents, cross-cultural coaches for senior leaders, cultural development in internationalization and risk aversion in international operations, we can understand what Lenovo's HR team does to avoid conflicts in corporate culture and ethnic culture in cross-border mergers and acquisitions and integration, and how to adjust and change the HR management system.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Youwei Wang

T Education is a leading educational science and technology enterprise in China with technology-driven, talent intimacy and quality leadership as the core development objectives…

Abstract

T Education is a leading educational science and technology enterprise in China with technology-driven, talent intimacy and quality leadership as the core development objectives. Since its inception, it has been committed to creating better learning experience for children. As the predecessor of T-education, X-education was founded in Beijing in 2003. At first, it mainly provided after-school math counseling for school-age children. Over the past 10 years, its business has been expanding, covering almost every aspect of school-age education. This case studies accounting issues and business ethics challenges that firms may face when they transform from a single (traditional education) line of business to a multiple channel business.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Anyu Wang and Nuoya Chen

This case is about “Red”, a cross-border e-commerce platform developed from a community which was built to share overseas shopping experience. With sharp insights into the…

Abstract

This case is about “Red”, a cross-border e-commerce platform developed from a community which was built to share overseas shopping experience. With sharp insights into the consumption behavior of urban white-collar women and riding on its community e-commerce advantage, “Red”, a cross-border e-commerce startup, pulled in three rounds of financing within just 16 months regardless of increasingly competitive market. On the other hand, well-established platforms such as T-mall International and Joybuy also stepped in, and their involvement will also speed up the industry integration and usher in a reshuffling period. Confronted with the “price war” started by those e-commerce giants, in what ways can “Red” adjust its shopping experience and after-sales services to enhance the brand value and sharpen its edge?

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Zhe Zhang and Chenyan Gu

Suning Group launched Suning.com when its chain stores were developing at the highest speed, realizing the transformation to an Internet retailer. Suning continued to follow the…

Abstract

Suning Group launched Suning.com when its chain stores were developing at the highest speed, realizing the transformation to an Internet retailer. Suning continued to follow the growth strategy of “Technological transformation and Smart Services”, and was renamed Suning Commerce Co. Ltd. It launched a business model of “e-commerce + stores + retail service providers”. Riding on the brand new O2O business model, Suning is thinking and practicing from simple donation to actual implementation, from constructing public welfare network to extending CSR ecosystem in a bid to advance towards deeper and more extensive Internet economy, and to create greater social value.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Xin Zhang

T Education is a leading educational science and technology enterprise in China with technology-driven, talent intimacy and quality leadership as the core development objectives…

Abstract

T Education is a leading educational science and technology enterprise in China with technology-driven, talent intimacy and quality leadership as the core development objectives. Since its inception, it has been committed to creating better learning experience for children. As the predecessor of T-education, X-education was founded in Beijing in 2003. At first, it mainly provided after-school math counseling for school-age children. Over the past 10 years, its business has been expanding, covering almost every aspect of school-age education. This case studies accounting issues and business ethics challenges that firms may face when they transform from a single (traditional education) line of business to a multiple channel business.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Yong Su and Huaying Yang

In the increasingly competitive leisure food market, Lyfen has become a well-known leisure food brand in Shanghai after long-term independent operation. Insisting on chain retail…

Abstract

In the increasingly competitive leisure food market, Lyfen has become a well-known leisure food brand in Shanghai after long-term independent operation. Insisting on chain retail specializing in various kinds of leisure food, Lyfen captures the consumption habits of consumers, timely launches new products in line with consumers' preferences, and leads the consumption trend. Its main competitors include other leading enterprises in China's leisure food chain industry, such as Three Squirrels, BESTORE and Baiweilin. The company's products are mainly divided into nine categories, totaling more than 900 special products. Some products under Lyfen's name have established good reputation in East China. Regarding business model, Lyfen has devoted its full energy to the construction of brand and channel, and created a unique asset-light model, which mainly involves sourcing and sales two chains.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 30 January 2024

Lingfang Li

As the operational entity of China Yiwu Commodity Market, Yiwugou is designed to integrate online and offline business to upgrade the physical market by relying on and serving the…

Abstract

As the operational entity of China Yiwu Commodity Market, Yiwugou is designed to integrate online and offline business to upgrade the physical market by relying on and serving the physical market. It aims to highlight Yiwu Market where every physical shop is related to an online shop, thus protecting honest trade. The strong support from more than 70,000 physical shops owned by Yiwugou ensures the first-hand supply that poses a problem for most e-commerce merchants, and equips Yiwugou with competitive advantage. In terms of marketing, Yiwugou is now aiming at commodity markets across the country through the “Center Plan”, and advertising in public space such as airports. Relying on physical market, Yiwugou Hall distributes commodities with Yiwu's features and superior sources of goods to other places, and connects local market players to Yiwu market, establishing an unobstructed supply channel.

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FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

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Case study
Publication date: 12 September 2023

Sonya A. Grier and Bea V. Porter

The “Anti-Racism in my Pocket” case illustrates how collaborative entrepreneurial leadership can build on personal experiences, expertise and a desire to change the status quo to…

Abstract

Social implications

The “Anti-Racism in my Pocket” case illustrates how collaborative entrepreneurial leadership can build on personal experiences, expertise and a desire to change the status quo to support racial equity. The case will support students’ critical thinking skills and further heighten their understanding of the contributions of women in leadership, anti-racism and the role of technology. Moreover, the case is motivating for students with aspirations of using business skills and knowledge to contribute to social equity.

Learning outcomes

After completing this case, students should be able to identify the role of marketing in the development, implementation and evaluation of a behavior change initiative, the Anti-Racism Action Nuggets anti-racism training program; analyze qualitative and quantitative data to assess the impact of the Anti-Racism Action Nuggets Pilot using a logic model; identify marketing opportunities, challenges and strategies to scale the Anti-Racism Action Nuggets series for a broader impact; and discuss the relationship of gender in strategic positioning and marketing leadership to the development of the Anti-Racism Action Nuggets (Optional).

Case overview/synopsis

This case charts the development of an anti-racism training series by two friends, Allison Plyer (she/her) and Valerie (Val) Uccellani (she/her), called Anti-Racism Action Nuggets. The two protagonists aimed to change individual behaviors to reduce structural racism through lessons that were delivered in text messages to participants. Once the course is completed, they conduct a test pilot with members of NOW, LOVE, a women’s organization in New Orleans, Louisiana. At the end of the case, students are provided with the qualitative and quantitative pilot data for their analysis to recommend next steps and important marketing considerations for the Anti-Racism Action Nuggets series.

Complexity academic level

Undergraduate, graduate and executive education

Supplementary materials

Teaching notes are available for educators only.

Subject code

CCS 8: Marketing

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 11 September 2023

K B S Kumar and Indu Perepu

Addresses the issue of Gender Equality – UN Sustainable Development Goal No.5. Discusses the topic of diversity, equity and inclusion. Presents the challenges faced by women of…

Abstract

Social implications

Addresses the issue of Gender Equality – UN Sustainable Development Goal No.5. Discusses the topic of diversity, equity and inclusion. Presents the challenges faced by women of color in workplace and shows the capabilities needed to overcome these challenges.

Learning outcomes

Analyze the capabilities that women of color need to become successful leaders. Explore the importance of Diversity, Equity and Inclusion (DEI) in organizations and the role played by leaders in promoting DEI. Understand what inclusive leadership is. Examine the strategic leadership skills that leaders need to possess.

Case overview/synopsis

In March 2021, one of the largest drugstore chains in the USA, Walgreens Boots Alliance, a US$140bn company, announced that Rosalind Brewer (Brewer) (she) would be its new CEO. With the announcement, Brewer became the third black woman in history to lead a Fortune 500 company. After graduating in organic chemistry, Brewer joined Kimberly Clark and went on to lead the Nonwovens business. She then joined Walmart as Vice President. Brewer then moved to Starbucks as Head of Operations. Being an inclusive leader, Brewer brought in several changes to smoothen the operations and make the organizations employee-friendly. At the same time, as a black woman in a leadership position, she faced several challenges, which she overcame. As an advocate of DEI, Brewer strove to take diversity beyond just numbers. After becoming the CEO Boots Walgreens, Brewer was looking at taking medicines to masses and making healthcare affordable and available.

Complexity academic level

MBA/MS/Executive Education.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CCS 6: Human Resources.

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 11 September 2023

Danielle Sponder Testa

This paper aims to describe the cross-channel challenges experienced by a leading US fashion retailer and illustrates the adaptation to consumer needs as led by a female…

Abstract

Social implications

This paper aims to describe the cross-channel challenges experienced by a leading US fashion retailer and illustrates the adaptation to consumer needs as led by a female divisional head and female executive.

Learning outcomes

The teaching objectives include to understand the assortment planning complexities experienced by merchandise managers; address critical issues surrounding channel strategies; identify the data needs for assortment improvement and cross-channel management; investigate responsive solutions for customer-focused assortment diversification; and explore the challenges associated with continual retail channel adaptation.

Case overview/synopsis

The fashion retailer Spirit & Free (S&F) (pseudonym) is a Fortune 500 retailer. As a multi-channel retailer, S&F is proud of the consistency of the brand’s identity across channels. However, recently, S&F has noticed a difference between their mobile (m-commerce, social commerce) and in-store/e-commerce customers. Through this case study, students will follow the Women’s Apparel Divisional Merchandise Manager and explore how the business will maintain a consistent brand identity and capture both sets of customers through assortment planning. Resources will be provided for assortment planning analysis, and students will be asked to consider assortment opportunities regarding category mix and pricing strategy.

Complexity academic level

The case would be relevant to upper-level undergraduate courses or introductory master's level course in retail, management, fashion merchandising and omni-channel retail.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CCS 8: Marketing

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Case study
Publication date: 11 September 2023

V. Namratha Prasad

This case talks about the role that can be expected to be played by a disabled woman in an organization and shows how a disabled woman can assume a leadership position and be a…

Abstract

Social implications

This case talks about the role that can be expected to be played by a disabled woman in an organization and shows how a disabled woman can assume a leadership position and be a role model.

Learning outcomes

This case identifies the qualities that help a person from a minority group succeed in the corporate environment; examines the contribution that a disabled person, especially a woman can make to an organization; analyzes transformational leadership; assesses the importance of inclusive design in today’s products; and recognizes the corporate role in ensuring an inclusive culture that encouraged disabled people.

Case overview/synopsis

The case “Sumaira Latif at P&G: pioneering inclusive design and accessibility to all” provides an in-depth look at the efforts of Sumaira “Sam” Latif (she), Accessibility Leader at P&G, to incorporate inclusive design in the company’s product packaging. Sam – a blind woman and mother of three – had always struggled to use various everyday products. Her personal struggles drove her to find ways to fix such problems for people with disabilities. So, after a decade of experience at P&G, when she got an opportunity to interact with the top management, she convinced them that catering to the disabled was not charity, but a smart business move. Sam also put forth the role she could play in helping P&G make products with an inclusive design. Impressed with her, P&G made her Special Consultant for Inclusive Design, a position specifically created for her. Sam created the widely lauded tactile indicators which helped the blind differentiate between shampoo and conditioner bottles. P&G then promoted her to the position of Company Accessibility Leader, wherein she played a pivotal role in bringing inclusive design to more of P&G’s products. Sam also played a critical role in making P&G adopt certain technologies to help the blind shop for the company’s products independently, apart from ensuring that all P&G ads were audio-described. However, Sam had an ambitious vision to infuse inclusive design into all products, which required her to bring about a culture change in the CPG industry. She was also faced with the predicament of how to ensure that audio-described ads became a media buying standard, considering the wide-scale resistance to it. How can Sam succeed in making the CPG industry develop inclusive design, the way she convinced P&G to do it?.

Complexity academic level

Graduate and post-graduate programs.

Supplementary materials

Supplementary materials Teaching Notes are available for educators only.

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 10 May 2022

Shreshthi Mehta

Professors of undergraduate, graduate, doctoral or certificate programs can use this case study.

Abstract

Study level/applicability

Professors of undergraduate, graduate, doctoral or certificate programs can use this case study.

Subject area

Human resource management, employee relations, women in business

Case overview

Historically, only men have worked as tourist porters in Peru. The owner of a tour company in Peru wants to hire female porters in their company. Currently, all the porters in the company are male, and they are hesitant to work with women. The entrepreneur wants to build an inclusive organization to improve their company’s branding but is afraid of workplace harassment issues. This case examines the challenges of employee safety and business continuity while building an inclusive workforce. What should the owner do?

Expected learning outcomes

• Evaluate the factors that lead to the bias or discrimination of women or other minority groups in business; •discuss what reasonable accommodations an organization can undertake to become inclusive; and •explore business opportunities and challenges while being inclusive.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 6: Human Resources

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 9 May 2022

Burcu Keskin

The case would be relevant to undergraduate level or an introductory master's level course in operations management (OM), supply chain management and production.

Abstract

Study level/applicability

The case would be relevant to undergraduate level or an introductory master's level course in operations management (OM), supply chain management and production.

Subject area

The case can be used as part of a core OM course in the MBA curriculum or any OM or supply chain elective.

Case overview

As a highly diversified manufacturing services company, Jabil's S&OP solution supports customers across many industries such as automotive, cloud computing, consumer packaging, healthcare, mobile, retail and telecommunications. Jabil's customers expect a rapid and accurate response to their demand within hours. Previously, Jabil used a series of legacy disconnected planning tools, unsynchronized data required time-consuming manipulation with Excel. Processes were conducted in siloes leading to a “load and chase” approach, which resulted in excess inventory, component shortages and inadequate capacity. The case focuses on one of the Jabil executives, Lizet Tymon (she). Struggling with the issues caused by the disconnected planning tools, Lizet champions implementing a fully integrated suite of services (built on top of the Kinaxis' RapidResponse software platform). The technology solution proposed by Lizet was ultimately implemented across the company, and the project received high marks, and it opened up career opportunities for her. However, it was not a smooth ride at the very beginning. The case focuses on the issues experienced by Lizet, as she is introducing a new technological solution approach and trying to earn support from her team, her peers, her immediate supervisor, her customers and her higher-level executives.

Expected learning outcomes

The teaching objectives include: understanding and appreciating the supply chain complexities experienced by a global contract manufacturer; helping students think critically regarding the issues around the sales and ops planning; identifying the data needs for the operation and management of a worldwide, connected supply chain; investigating agile solution approaches for information sharing, decision-making and decision-sharing; and exposing the challenges associated with a large-scale technology adaptation.

Social Implications

This case study describes the supply chain challenges experienced by a global manufacturing solutions provider and illustrates the technology adaptation led by a female executive.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 9: Operations and Logistics

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Case study
Publication date: 13 July 2021

Michael Guglielmo, Shawn Edwards, Frank DiBernardino and Matthew Coughlin

This case was designed not only for MBA and executive education but also undergraduate courses in human resources (HR), leadership development, HR metrics and change management…

Abstract

Study level/applicability

This case was designed not only for MBA and executive education but also undergraduate courses in human resources (HR), leadership development, HR metrics and change management. It is ideal for introducing the concepts of diversity, equity and inclusion (DE&I), the balanced scorecard and talent retention.

Subject area

The case deals with initiating and integrating DE&I programs into a company. It highlights how and when to start, change management issues during roll-out and convincing senior leadership why a program such as the one the protagonist started adds value to an organization.

Case Overview

In early 2018, Kate McKinnon, AVP of HR for CareerStaff Unlimited (CSU), a temporary staffing company and division of Genesis HealthCare, reflected on the late 2016 decision to develop women for leadership roles at the company. With a rather unconventional implementation of the Women’s Leadership Group (WLG), Kate successfully developed fifteen female individual contributors, many of whom were promoted to leadership roles by early 2018. Kate was concerned about maintaining the momentum necessary to continue (and expand) the program of identifying, developing, promoting, and retaining women and other diverse employees across the company. She also wanted to measure a clear correlation between the WLG and CSU’s financial and customer outcomes. It was time to plan phase two of the program, including further improvement of the DE&I efforts at CSU.

Expected learning outcomes

The learning outcome of this paper are as follows: focused programs, led by courageous and committed leaders, improve gender equity. DE&I is a business imperative, as much as a legal/risk challenge. To be understood, approved and communicated, HR Initiatives must add value and be aligned with the company strategy along with financial and customer outcomes. People development and growth contribute to top talent retention.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Social implications

Given the issues the USA is encountering after the George Floyd death and protests, this is a good way to demonstrate how courageous leadership can start to facilitate change in organizations.

Subject code

CSS 6: Human Resources.

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Case study
Publication date: 9 July 2021

Lesley Symons and Donna Keegan

Abstract

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

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Case study
Publication date: 23 June 2021

Raeesah Chohan, Mignon Reyneke and Claire Barnardo

The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing…

Abstract

Study level/applicability

The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This teaching case is intended to be used as a case study in postgraduate business programmes such as Master of Business Administration, a specialist masters programme such as MM (entrepreneurship), postgraduate diploma in management, as well as selected executive education programmes.

Subject area

This case can be used in the subject areas of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing.

Case overview

This case looks at South African fitness Instapreneur Candice Bodington and how her business trajectory unfolded at the same time of the successful Australian Kayla Itsines. The case begins with Bodington considering options for her brand in January 2020. Following her business, Candibod’s, fast initial growth via Instagram, the case tracks its development while also glancing at the enormous success of Itsines and her Sweat with Kayla app. However, as Bodington faces her own health care, the future and next steps of a brand built on social media becomes less certain. The case ends just a few months later with the unfolding effects of Covid-19 and a whole new host of uncertainties, especially in the fitness industry and Bodington having to reconsider her brand’s options.

Expected learning outcomes

The learning outcome of this paper is as follows: to understand the challenges of building an online brand. To evaluate the effect of brand communities as a growth strategy. To analyse the impact of social media platforms as a brand-building tool. To critically assess the effect of changing industry dynamics and technology on consumer behaviour. To evaluate how brands can navigate the negative implications of social media. To understand brand differentiation. To understand the strategic decisions associated with brand repositioning.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Keywords

Digital marketing, Brand building, Social media marketing, Strategic marketing

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 23 June 2021

Alexandra Erath

This case is appropriate for use in undergraduate and MBA courses.

Abstract

Study level/applicability

This case is appropriate for use in undergraduate and MBA courses.

Subject area

This case can be used in courses in business ethics, leading teams and organizations or business strategy. The focus of the case aligns well with discussions of managing up, navigating changes in top leadership and conflicts between executive vision and future company growth. Instructors that choose to emphasize the ethical approach could assign this case to explore tradeoffs between loyalty to current and future bosses.

Case overview

Associate Director of Forecasting Cindy March faces a multi-faceted dilemma as biotech firm Veracity’s acquisition date by pharmaceutical giant Makhola approaches. After a new competitor enters the market, March expects Veracity drug Sangren’s future revenue to drop to $600m in 2019, but the outgoing Veracity CEO refuses to accept a forecast of less than $700m. March suspects that the CEO is intent on handing over a financially successful company and is overly optimistic about Sangren’s ability to maintain market share. In two weeks, March is due to present a 2019 Sangren forecast to incoming Makhola leadership, who she anticipates becoming her direct boss after the acquisition. Should March present the inflated forecasts and accept the poor reflection on her professional abilities or should she refuse to present numbers she does not believe in?

Expected learning outcomes

By analyzing and discussing the case, students should be able to:Evaluate the potential business and ethical conflicts arising from decision-making based on both data and intuition. Synthesize an appropriate strategy for navigating tradeoffs between current and future leadership.Analyze the gender dynamics of male-dominated executive leadership structures and strategies for female employees to combat gender biases.

Supplementary materials

The Behavioral Science Guys, 2015. One Simple Skill to Curb Unconscious Gender Bias. YouTube. https://www.youtube.com/watch?v=SEHi4yauhu8&ab_channel=VitalSmartsVideoTeaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 6: Human resources.

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

Access Restricted. View access options
Case study
Publication date: 23 June 2021

Zheni Wang

This case aims to assist students to learn about leadership theory and leadership effectiveness in terms of organizational change. It is best suited for undergraduate courses in…

Abstract

Study Level/Applicability

This case aims to assist students to learn about leadership theory and leadership effectiveness in terms of organizational change. It is best suited for undergraduate courses in leadership development, organizational behavior and specific teaching modules in Master in Business Administration courses.

Subject area

Leadership and leadership effectiveness; organizational change.

Case overview

This case is about a decade (2010–2020) of a transformation journey of the School of Business at Southern Connecticut State University (SCSU). Dr Durnin has been the first female Dean of School of Business in Connecticut State Colleges and Universities (CSCU) who made this transformation possible and continuing on. With listening ears and a supportive heart, Dr Durnin first moved faculty and staff members out of a “sick” office building and then created a supportive and collaborative culture to build the consensus among faculty and staff members to change for good. It has been her personalized influence, charisma and extraordinary upward negotiation that lead the School to shape its collective effort toward a multi-year Association to Advance Collegiate School of Business accreditation process since 2014. When dealing the uncertainty caused by the 2020 global pandemic, her autonomy-supportive approach once again connected people meaningfully together to excel the challenges brought by COVID-19 pandemic.

Expected learning outcomes

This case provides an example of female leader in higher education to illustrate a successful transformational leadership (TFL) example in the USA, as well as its implications on gender issues and leadership effectiveness. Upon completing the analysis of this case, students should be able to: – understand the TFL concepts, theory and its behavioral implications on gender and leadership effectiveness; and – assess and evaluate effectiveness of TFL styles in organizations.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes.

Subject code

CSS 6: Human resources.

Keywords

Transformational leadership, Organizational change, Gender and leadership effectiveness

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 23 June 2021

Lalin Anik, Gerry Yemen and Aerika Mittal

This case was successfully taught in a second-year MBA marketing course on the science of behavior change. It would be suitable for first-year MBA and executive education…

Abstract

Study level/applicability

This case was successfully taught in a second-year MBA marketing course on the science of behavior change. It would be suitable for first-year MBA and executive education programs. The material would work well on courses on women in business, women as leaders and women in data science. The female protagonist creates a tech platform and uses a data-driven model.

Subject area

Marketing – it was used in a module around leveraging existing insights and creating new ones in marketing strategies. The course is structured around a “pathway to behavior change” framework. This case focuses on the analysis segment of the model, introduces targeted behavioral challenge(s) and lends itself to identifying consumer insights, biases and behaviors. It uses that analysis to learn about the market, competition and gaps to fill.

Case overview

This case uses a startup in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an innovative process and use of persuasion to align business practices with human behavior and scale. In addition, it gives the opportunity to discuss how a minimal tech solution could bring in market data and provide a test platform to larger clients.The founder of Rohvi, Sara Whiffen, created a platform that allowed shoppers to buy clothing items from local retail stores, use them and after a few wears, return the items for partial store credit. The business model was based on Whiffen’s experience in the automobile industry with used cars. Following her first few years in the business, Whiffen had to make some decisions around engaging clients on two sides – retailers and consumers. How can an innovative startup leverage behavioral science to persuade multiple stakeholders?

Expected learning outcomes

• Learn marketing concepts in material and a tech platform featuring a female protagonist and team; • practice evaluating a product and capturing value using behavioral science; • understand consumer/business biases and practice forming and delivering a persuasive message; • learn to leverage and create new insights to aid behavior change in business-to-consumer (B2C) and business-to-business (B2B) contexts; • analyze behavioral insights to identify new opportunities in a competitive marketplace; • unfold a framework to explore consumer motivation in recommerce; and • explore the use of experimentation in changing consumer behavior and improving decision-making.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Social implications

Females need to be represented in core business education curriculum such as data analysis in addition to classes focused on social equity and business. This all female executive team pursued an innovative process built on a technology platform using a data-driven model to gain enterprise clients. The material offers an opportunity to explore sustainability.

Subject code

CSS 8: Marketing

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 15 June 2021

Pai-Ling Yin and Benjamin Rostoker

MBA, advanced undergrad, entrepreneurship and technology commercialization classes.

Abstract

Study level/applicability

MBA, advanced undergrad, entrepreneurship and technology commercialization classes.

Subject area

Entrepreneurial diversity, equity and inclusion, medical device innovation, and models of business accelerators.

Case overview

The first half of the case explores Kathryne Cooper’s professional and personal journey and the ways her life experiences inform the goals she helps set for The West Coast Consortium for Technology & Innovation in Pediatrics (CTIP). As an African-American woman codirector of a medical device accelerator focused on the pediatric market, Cooper was acutely aware of the lack of diversity in the tech industry. The second half of the case explores the medical device market and the need for organizations such as CTIP. Cooper implemented a revised application process and system to encourage applications from underrepresented minority founders. CTIP was in a unique position to support concept stage products and nontraditional founders. The case concludes with a description of seven companies that have applied to join CTIP’s portfolio. Students are instructed to consider, as Cooper, which companies to support and what type of support to offer.

Expected learning outcomes

Explore the ways personal backgrounds inform leadership positions. Analyze how ventures are evaluated from a grant-funded accelerator (in contrast to an investment-fund accelerator). Examine the wide range of support that nontraditional founders require in the underserved pediatric market.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Social implications

A model to support diversity of gender and race in entrepreneurship.

Subject code

CSS 3: Entrepreneurship.

Details

The Case For Women, vol. no.
Type: Case Study
ISSN: 2732-4443

Keywords

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Case study
Publication date: 15 June 2021

Jean Lee, Huirong Ju and Leah Tan

This case study can be used in graduate- and executive-level.

Abstract

Study level/applicability

This case study can be used in graduate- and executive-level.

Subject Area

This case study can be used in entrepreneurship, leadership, crisis management, business succession, organizational behaviour and business expansion.

Case overview

In 2020, the EtonHouse International Education Group (EtonHouse) celebrated its 25th anniversary. Under the leadership of Ng Gim Choo, founder and managing director, EtonHouse has become a renowned education provider noted for its well-designed inquiry-based curriculum. Since its initial expansion in Singapore, the institution has spread across the world. Throughout its history, EtonHouse has faced many crises. However, employing paradoxical leadership, Ng Gim Choo has managed to accommodate conflicting demands and guide EtonHouse away from adversity. In early 2020, the coronavirus pandemic (COVID-19) posed an unprecedented challenge to EtonHouse. In addition to developing business strategies in response to COVID-19, Ng Gim Choo has been considering whether the time is ripe to hand over the reins to Ng Yi Xian, her son and EtonHouse successor.

Expected learning outcomes

By presenting the dilemma of business succession in crises, the case study facilitates in-depth discussion of several issues related to family business succession, succession planning and crisis management. Students will be able to explore the following issues: 1. The concept and implications of paradoxical leadership and its application in business decisions. 2. How to lead during crises. 3. The tension between succession plans and crisis management. 4. The characteristics and implications of woman entrepreneurship.

Subject code

CSS 3: Entrepreneurship.

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