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.
To adapt to China's evolving market, McDonald's, an established giant in the Western fast-food industry, has advanced its digital transformation since 2016. McDonald's China…
Abstract
To adapt to China's evolving market, McDonald's, an established giant in the Western fast-food industry, has advanced its digital transformation since 2016. McDonald's China collaborated with the company Target Social to develop algorithms that extract key information from big data, assisting marketers with social media insights, content creation, and influencer selection, achieving “circle-breaking” success in social media marketing. In today's rapidly developing technological landscape, digital marketing methods have become diverse and abundant. Why does McDonald's focus its social media marketing strategy on content “circle-breaking”? Can this strategy balance the goals of short-term sales and long-term brand mind-set?
Jiayi Yu, Chunyi Zhang, Lin Tian and Chunyan Yu
BYD, a prominent automotive manufacturer, initially prioritized supplier certification compliance, and gradually evolveding to establish an integrated quality system. In pursuit…
Abstract
BYD, a prominent automotive manufacturer, initially prioritized supplier certification compliance, and gradually evolveding to establish an integrated quality system. In pursuit of higher customer satisfaction and product quality, BYD underwent a progressive transformation in quality management encompassing four distinct phases by leveraging methodologies and tools such as Six Sigma, statistical quality control and Deming's Cycle. This case holds significant relevance within the realm of operational strategies in manufacturing, specifically pertaining to quality management.
In 2012, Vivian assumed the role of General Manager at the eBay China Development Center of Excellence (CCOE) with the objective of steering the growth of CCOE by initiating a…
Abstract
In 2012, Vivian assumed the role of General Manager at the eBay China Development Center of Excellence (CCOE) with the objective of steering the growth of CCOE by initiating a cultural transformation plan. Vivian encountered numerous challenges in reshaping the organization as a new and female leader, especially facing her diminished authority when headquarters decided to realign reporting lines. This case, which illustrates real-world business scenarios, is designed to empower students to understand practices of organization transformation and leadership.
Xianghua Lu, Chunyi Zhang and Lei Ma
In 2007, Dr. Biwang Jiang, a scientist, returned to China to establish NanoMicro. For the first decade, he exemplified the spirit of a scientist by focusing intensively on the…
Abstract
In 2007, Dr. Biwang Jiang, a scientist, returned to China to establish NanoMicro. For the first decade, he exemplified the spirit of a scientist by focusing intensively on the field of nanospheres. His perseverance in research and his breakthroughs in leading international technologies allowed him to identify two major application areas: flat panel displays and biopharmaceuticals. The flat panel display business helped his startup survive the initial years, while the rise of the biopharmaceutical sector provided the growth needed for the company's eventual listing on the Shanghai Stock Exchange Sci-Tech Innovation Board (SSE STAR Market). What distinguishes entrepreneurship by scientists? Should technology-driven companies find markets for their technologies, or should they develop technologies to meet market demands?
Zhe Zhang, Chunyi Zhang, Xiaolin Wang and Dechang Wang
As the China retail market continues to evolve, traditional retail brands are seeking more effective channel management strategies, while emerging brands are exploring marketing…
Abstract
As the China retail market continues to evolve, traditional retail brands are seeking more effective channel management strategies, while emerging brands are exploring marketing models that transition from online to offline. This case, based on SO-IN Technology's digital service practices of “gig work + intelligent digitalization” in the China retail industry, delves into the business models of gig and crowdsourcing models as well as intelligent digital marketing services. It focuses on the strategic choices that SO-IN Technology faced: What challenges might SO-IN Technology's ‘gig economy + digital intelligence’ model face? What are the key factors that determine sustainable growth?
Jinyun Sun, Jieyou Zhang and Qingying Wen
UCloud, a cloud computing startup founded in 2012, started with the gaming industry as target and later shifted its attention to serve traditional industries and government. After…
Abstract
UCloud, a cloud computing startup founded in 2012, started with the gaming industry as target and later shifted its attention to serve traditional industries and government. After the outbreak of COVID-19 pandemic that disrupted the market, UCloud encountered the dilemma of the way it unfold its business: should the company prioritize strategic internet users who brought immediate scale profits, or developing traditional industries with huge potential but requiring more patience for payback? This case is relevant to strategy courses that cover topics of strategic management and target market.
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.
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.
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.
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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Case provider
- The CASE Journal
- The Case for Women
- Council of Supply Chain Management Professionals
- Darden Business Publishing Cases
- Emerging Markets Case Studies
- Management School, Fudan University
- Indian Institute of Management, Ahmedabad
- Kellogg School of Management
- The Case Writing Centre, University of Cape Town, Graduate School of Business