Case studies

This case is based on primary and secondary sources of information. These sources include interviews with senior executives as well as documents provided by Mondragon and Eroski. The interviews were conducted on-site. In addition, the authors researched the literature on both organizations.

Eroski is the largest of Mondragon Corporation’s coops. Since its founding, Eroski has faced numerous challenges. It has responded to each challenge with out-of-the-box thinking. In response to the pandemic, Eroski become an e-commerce supermarket as well as selectively continuing bricks and mortar stores. As the pandemic is winding down, Eroski is considering how to respond to the “new normal,” which is largely undefined. The question posited at the end of the case is, “Will Eroski be able to hold to its social principles, maintain its unusual governance model and other unusual practices, and survive this latest challenge?”

Eroski of Mondragon is a complex and unusual organization. To appreciate the challenges and how they were overcome by its unique business model, a student must have a minimum background in management, corporate finance and marketing. Thus, this case would fit well into a senior or graduate class on strategic human resource management. It is also recommended for the strategy capstone course usually offered during the last year of a business bachelor’s degree (senior level) to ensure that students are introduced to what Paul Adler refers to as an alternative business model. It can also be targeted for an advanced management course or a strategy course at the MBA and executive levels.

This teaching case was based on both primary and secondary sources of information. An interview with the entrepreneur and protagonist of the case was conducted, recorded and fully transcribed. Also, secondary data (digital and print media) were obtained from the interviewee, before, during and after the interview, as well as on governmental, institutional and company websites.

The Ninho da Águia Farm is a family business located in Minas Gerais and specialized in coffee production. Although founded in 1969 by Aides Gomes Monteiro, it was only when his surfer son Clayton Barbosa Monteiro took over the business that the small farm started focusing on specialty coffee, quality beans and international markets. With no formal education, Clayton managed to implement several managerial, organizational and strategic changes in the company, including its internationalization. Understanding the logic behind the development of the farm can help students understand several important concepts in International Business in relation to international entrepreneurs and effectuation/causation decision-making logics.

This teaching case was designed for graduate courses in international business/international strategy. But because of the richness of the case, it could also be used in other courses (e.g. marketing or international marketing). However, should this be the case, different teaching notes would be necessary.

This study adopted interview methods and field visits to collect the data. An audio recording was done for the whole interview and presented as facts in this case. Field visits were done to see the packs and understand the consumers and their purchase habits of pickles.

Pandian Pickles is a pickle manufacturer located in Madurai, Tamil Nadu, a state in the southern part of India. Mr Kandasamy, one of the partner of the Pandian pickle, had been thinking of ways to grow the business. Pandian Pickles dominated the low-price unit (LPU) market with a unique packing of pickles done in “arecanut” leaf. This added a unique flavour to their pickles. Mr Kandasamy envisioned to grow the business by introducing higher stock-keeping units in the form of jars and tap the middle class and the upper-middle-class segments in the market. In this category, there were much more prominent and branded players. Being a small regional player, Govindan wondered how Pandian Pickles would take these more prominent players in the industry head-on.

The case is ideally suited for discussing the concept of product line stretching, particularly in the product mix strategies of a small and medium enterprise (SME). The case can best fit into the courses such as Entrepreneurship Development, Product and Brand Management, Marketing Management for the Undergraduate levels and in the courses such as Strategic Marketing, Bottom of the Pyramid Markets and Strategies Management of SMEs in the postgraduate levels.

The data for the case study were collected as part of a consulting project. In an interview (orientation meeting), the management of the company outlined the key data on the company and the problem, which were used to describe the case study. The account balances of the revolving credit facility were provided as an Excel file and analyzed and processed in the follow-up. The names of the company and individuals in the case were changed to protect the identities and privacy of the involved parties.

This case represents a real practical problem, in which James was asked to take over a mandate as interim manager for a family business in a severe crisis. The crisis situation also manifested itself in the company’s severely strained liquidity situation. One of the first important measures was to enable smooth solvency or to expand the liquidity scope. An analysis of the bank balances over a longer period of time showed that the liquidity situation had already been tight for several months, but the previous management had done nothing to remedy this situation. James asked himself how he should proceed to solve this problem.

This case study is suitable for lectures that focus on corporate finance or financial restructuring. It should build on basic knowledge related to financing instruments and working capital. The case study can, therefore, be used for undergraduate students (Bachelor level) in a higher semester or as an introduction for Master’s students.

An instructor can use this case in courses related to finance or financial restructuring. Target groups are undergraduate students (Bachelor level) in a higher semester or as an introduction for Master’s students. Students should have prior knowledge of financing instruments and working capital management. The case shows a frequently occurring and therefore important standard case, which can be solved on the basis of the outlined procedure. After completion of the case studies, students should have a deeper understanding of basic financial principles and be able to propose how financial restructuring could be conducted in case of lack of liquidity and limits in headroom.

The data for this case was collected from legal and business research databases (Lexis, ABI/INFORM)) and from business press sources (for example, Forbes, the NY Times and the Wall Street Journal). Emails between the Egg Board, the Food and Drug Administration and key players at Unilever are referenced throughout the case and were provided by the United States Department of Agriculture’s Agricultural Marketing Service Compliance Branch and obtained pursuant to the Freedom of Information Act. Federal regulations and codes, as applicable, are also referenced (The US Code, the Code of Federal Regulations).

This short case presents the problems of Just Mayo, a start-up company, in maintaining and growing market share in an industry dominated by a well-established, multinational firm. In 2011 Hampton Creek (renamed Just, Inc in 2018) began operations as a manufacturer of plant-based food products. One of its earliest products was Just Mayo, a sandwich spread with all the attributes of traditional mayonnaise except without eggs or other dairy products. Shortly after Just Mayo was introduced, Unilever – a multinational conglomerate and food giant, sued Hampton Creek, claiming that use of the name “Just Mayo” amounted to false advertising and unfair competition.

This case is a learning tool for management, business law and ethics students at the undergraduate level. It was used in 2019 in a business law class at the sophomore and junior undergraduate level, where the focus was primarily on ethical considerations for all parties, understanding the role of regulatory agencies, and the legality of the strategies used. However, this case is equally applicable for a management or strategic management course with a focus on analyzing the tactics used for maintaining competitive advantage. A stakeholder analysis for various parties in either of these courses would also be suitable. Instructors addressing some of these topics together should find it particularly useful.

The learning outcomes of this study are as follows:

1) illustrate the project management failures that contributed to the fire accident at Grenfell using a fishbone diagram;

2) identify and classify the power and influence of various stakeholders involved in a brownfield project using a relevant framework; and

3) elaborate the need for following effective stakeholder management processes and project leadership, especially in the context of a refurbishment/renovation project.

On 14th June 2017, the Grenfell Tower in North Kensington, West London, UK, caught fire. The fire raged for 60 h and around 72 people lost their lives. Many criticized the response of the London Fire Brigade (LFB) and their lack of preparedness to respond to such an emergency. There were calls for Dany Cotton, the Chief of LFB, to resign. However, there had been a major cladding-related refurbishment at Grenfell, and subsequent investigations revealed that the use of combustible materials, a lack of compliance with the fire-safety norms and a blatant disregard for resident safety had contributed to the fire. The tragedy was a cumulative outcome of failure on two counts: effective project management and stakeholder management during the process of refurbishment, especially in the context of a low-cost housing project. Given this situation, this case considers whether Dany Cotton should own up to her responsibility and resign from her position. In the process, the case considers Grenfell refurbishment from the theoretical lens of project management in the construction management scenario to understand the factors that could have led to an “avoidable” tragedy.

Postgraduate students of construction management; final year undergraduate engineering students who have a foundational course on project management; and architects.

Teaching notes are available for educators only.

CSS 2: Built environment.

• After working through the case and assignment questions, students will be able to do the following:• Identify the difference between core competencies and dynamic capabilities and how they make a difference in a crisis towards building an agile organisation.• Evaluate the support through a collaborative, temporary, trans-organisational system to local manufacturers to achieve agility and sustainability.• Realise the importance of clear expectations exchange and communication between partners to enhance collaboration, even in temporary structures in increasing agility and sustainability.

The COVID-19 pandemic and subsequent lockdowns created a crisis for South Africa and the President, Cyril Ramaphosa called for urgent collaboration between business, labour and government to meet the demand for locally produced Personal Protective Equipment (PPE) and medical devices. The case illustrates this response and collaboration between government, labour and business through a temporary newly formed structure, called Business for South Africa (B4SA). Ross Boyd, Head of the innovation work stream of B4SA which housed the local manufacturing partnership (LMP) was considering his dilemma of how to be agile in sustaining their support to the South African manufacturers even though the LMP was a temporary structure. The local manufacturers had to repurpose their production lines to produce local PPE and medical devices. How could the LMP support the South African manufacturers to sustain their agility in building capabilities during COVID-19? At the same time, Ahmed Dhai, the Group Executive of Operations of Kingsgate Clothing, which was benefiting from the support of the LMP, was reflecting on his leadership in taking decisions to repurpose production and increase capacity during COVID-19. Dhai was considering his dilemma of being agile during and beyond the COVID-19 pandemic. The case features several decisions taken by Kingsgate and offers students the opportunity to evaluate these decisions given the fluctuations in supply and demand of PPE and the leadership that Dhai demonstrated in how he communicated and dealt with his staff during the pandemic. Students could also give recommendations to Ross Boyd and Ahmed Dhai on how they could lead their organisations to be more agile during and beyond COVID-19.

The case study is suitable for MBA or MPhil level on Strategy courses. The case would also find good application in Organisational Behaviour and Leadership courses on Masters level and Executive Education programmes.

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CSS 7: Management Science.

The learning outcomes of this study are as follows:

1. understand the role of financial inclusivity in the sustainable development of a nation;

2. examine the concept of social entrepreneurship and identify the skills needed to be a social entrepreneur;

3. analyze the opportunities and challenges faced by social entrepreneurs, especially in an emerging economy; and

4. assess the feasible options with respect to upscaling and expansion.

Yamuna Sastry, a young woman from a traditional Indian family, had set out to achieve her dream of financial inclusivity by helping the underprivileged in her country gain financial independence and credibility. When she was approached by a cab driver to file tax returns for him, a new venture took shape in her mind, and along with a partner, CabDost, a socially driven financial advisory start-up was created to provide financial advisory services exclusively for cab drivers. CabDost had been instrumental in making over 15,000 cab drivers financially literate, instilling in them a culture of compliance, getting them tax refunds and enabling the Indian Government recover eight crores in taxes. The success of financial inclusivity among cab drivers inspired CabDost to extend its financial services to truck drivers, auto drivers, housekeeping staff and other contractual workforce. The company found it challenging to address the demands of the increasing customer base with its available technical resources. The absence of an in-house tech team and the need for an all-in-one tech platform to provide a wide variety of financial services induced CabDost to explore other options. Dvara Money, a neo bank offering financial services, approached CabDost with a merger proposal. Though it was a lucrative offer, the founding members were apprehensive as they knew that most of the mergers failed because of myriad reasons. They were contemplating on their next move as they were in a dilemma about whether to develop a technical team in-house or to go ahead with the merger.

The case can be taught to business management students as a part of the introductory course on entrepreneurship or social entrepreneurship. The case can be used specifically to make the students understand the role of financial inclusivity in the sustainable development of a nation, the concept of social entrepreneurship, the journey of social entrepreneurs in the financial inclusivity space, right from ideation to execution, the challenges faced in the bargain, survival mechanisms adopted and the various options available for further growth and expansion.

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CSS 3: Entrepreneurship.

Upon completion of the case study discussion, successful students will be able to define and list the steps of time-driven activity-based costing system (TDABC); understand and explain the ideas behind the TDABC; implement the TDABC in customer profitability analysis; draw connections among the cost and profitability analysis; evaluate the importance of better costing techniques in profitability analysis; and make managerial decisions based on TDABC analysis.

Gluten Limited’s financial affairs and operations manager, Fatih, was aware that the company was making very little profit from its operations with its biggest customer. The main reason appeared to be that it delivered its products in bulk to the main warehouses of the customer, which then distributed them to the stores. Fatih believed that products were being sent to stores late, so that their expiration dates passed quickly and they ended up being returned.

The case study documents the past year of Gluten Limited’s delivery operations with one of its biggest customers. It focuses on the effectiveness of its delivery operations and ways to increase profitability by reducing sales returns. The case dilemma involves the choices that Fatih faced following a six-month trial period: either delivering products in bulk to the customer’s main warehouses at lower cost but higher return rates or delivering small amounts directly to stores at higher cost but lower return rates. Fatih needed to decide which mode of customer operations was more profitable and continue that way.

Knowing the importance of determining costs properly in profitability analysis, Fatih made the cost calculations using the TDABC system.

This case was written for use in Cost Accounting and Managerial Accounting classes at the undergraduate level. The focus of the case aligns well with discussions of customer profitability analysis, cost reductions, eliminating non-value-added activities, and profitability of operations. Instructors seeking to emphasize the most suitable costing methods for customer profitability analysis could assign this case.

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CSS 7: Management Science

The learning outcomes are as follows: to strike a balance between business growth and keeping the core Gandhian philosophies intact; to evaluate the relevance of Gandhian philosophy in the age of the digital era, especially for the grassroots enterprises; and to identify the leadership characteristics demonstrated by Pabiben from the lens of servant-leadership theory.

The case describes the journey of a grassroots-based rural women entrepreneur, Pabibben, who had created an artisan's enterprise and rural business model based on Gandhian philosophies. The case focuses on whether Gandhian philosophies are still relevant in today's time for business growth. The case appeals to the academic fraternity, budding entrepreneurs, social sector start-ups and practitioners who believe in the inclusive and holistic growth of an individual, community, society and the nation.

The case is about the dilemma of how to grow a business ethically and balance economic and social gain. Pabiben used Gandhian philosophies as a set of values to make decisions and set policies for her business. Pabiben wanted to grow her business and expand her e-commerce portal “Pabiben.com” for other artisans to display, promote and sell their products to the global communities. She had to decide on the following:

1. Should she sell other artisans' products under “Pabiben.com”?

2. Should she allow other artisans to create their own identity on the portal and help the artisans' community grow?

3. Are Gandhian philosophies still relevant in today’s time for business growth?

The case can be used for both undergraduate and postgraduate students to teach entrepreneurship courses, especially social entrepreneurship and rural entrepreneurship. The case can also be used on the subject of corporate social responsibility, business ethics and women leadership. The case explains the concept of values/philosophies-based entrepreneurship and innovations.

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CSS 3: Entrepreneurship

The case and discussion questions posed will allow the instructors the opportunity to introduce critical strategic concepts from strategic, nonprofit management and social enterprise literature. Specifically, (1) strategic transformation: countering drift and anticipating future trends and crises; (2) types of leadership: transactional versus transformational; (3) hybridity and mission drift; and (4) nonprofit funding models, the starvation cycle and the overhead myth.

Both primary and secondary sources have been used to prepare the case. The first two authors had the opportunity to interview Thomas Tighe, Direct Relief’s (DR) President and CEO in July of 2019. The interview lasted one hour and was transcribed by one of the authors and reviewed by the other two authors for accuracy. In addition, the authors conducted nonparticipant observations in DR’s headquarters in Santa Barbara (California). Given the longevity and media exposure of the organization, extensive internal and external archival data was also available for the analysis.

This real and undisguised case is based on DR, a +70-year-old humanitarian $1.2bn nonprofit organization headquartered in California (USA). From its headquarters in Santa Barbara, DR responds to emergencies and delivers medical support for vulnerable people affected by poverty, natural disasters and civil unrest in all 50 US states, six US territories including Puerto Rico and US Virgin Islands, and in more than 90 countries.

The case presents Thomas Tighe, DR’s President and CEO, reflecting in late 2018 on the transformation and growth that the organization had experienced since he started his tenure in 2000. Specifically, he is considering the most effective way to allocate an unrestricted recent cash donation. Should DR spend that money on traditional fundraising, reducing its efficiency rate, or should DR take a long-term approach and use the funds to build long-term capabilities? In addition, the case outlines the history and evolution of DR over its more than 70 years of existence, the CEO’s background and motivations, as well as a detailed description of the organization’s revenue portfolio. Students will have an opportunity to learn about a unique nonprofit named among “the world’s most non-for-profit organizations” by Fast Company; DR was also included in the Charity Navigator’s list of the “10 Best Charities Everyone’s Heard of.” In addition, in January 2009, DR was designated as a Verified-Accredited Distributor by The National Association of Boards of Pharmacy, which placed it as the first nonprofit to receive this designation to deliver prescription medicines to all 50 US states. Throughout Tighe’s tenure, DR had been lauded for its fundraising efficiency. The unique distinction to DR’s efficiency is its tradition of adopting new technologies and modern business practices for humanitarian purposes.

Students will learn how DR, under the leadership of Thomas Tighe, reinvented and reinforced the organization’s traditions to retain high levels of efficiency in the face of an ever-larger organizational scale, public scrutiny and demand for humanitarian support across the world. Students will witness many strategic and operational tenets that they may be more familiar with from the for-profit world. The case also will help students to understand the concept of hybrid organizations and different nonprofit funding models.

The case has been written to be used in graduate Nonprofit Leadership Management and Social Entrepreneurship courses. Given the scope and implications, the case could also be used on an upper-level strategy course. To maximize students’ learning, the case should be introduced halfway into the course after students have a solid understanding of what nonprofits are and how they operate. If students are not familiar with some of the concepts introduced in the analysis, the proposed readings will prepare them for a more fruitful discussion.

This case was developed with information gathered from publicly available secondary sources, including news articles, company annual reports, various organizational websites and social media posts. The authors pilot-tested the case in two undergraduate courses: Leadership and Labor-Management Relations.

In 2019, Abigail Disney, granddaughter of Roy Disney (co-founder of the entertainment giant The Walt Disney Company), gained considerable media attention when she publicly criticized the high compensation paid to the current Disney CEO, Robert Iger. In fact, Iger had one of the largest ratios of CEO-to-average worker pay in corporate America. Abigail Disney called for the company to reduce Iger’s compensation and to increase pay for the average Disney worker to address the perceived pay inequity.

This case is primarily written for the undergraduate level. The topics would be appropriate for Human Resource Management, Labor Relations, Business Ethics, Leadership, and an upper level Compensation course. It is possible that the case could also be used in a Business Strategy or Economics course if supporting documents are provided.

The purpose of this study is to use design thinking principles to understand the failure of the ‘new’ European Super League, and also understand how it could be redesigned.

This case has been developed from secondary sources, including news reports, social media sites, annual reports and websites of the Union of European Football Associations and the European football clubs. This case was classroom-tested with post-graduate management students in a design thinking course in May 2021 at an Indian business school, S.P. Jain Institute of Management & Research, in Mumbai, India.

In April 2021, a new football league – the European Super League, is announced as a breakaway rebel league, in direct competition with United European Footballers Association's Champions League. It is backed by the top 12 European clubs and officials in European football, besides the US investment bank, JP Morgan. The new league is touted as one intended to save football. It is, however, denounced by fans and shunned almost universally. The league, which has been planned for the past three and half years, faces collapse. Why did the European Super League fail? How could the founders design a new league?

This case could be used in an undergraduate or MBA classroom or an executive education programme in a design thinking course. It can also be used to teach marketing courses such as marketing strategy, new product development and consumer behaviour.

We have used data mostly from published sources like The Economic Times, Forbes, The Times of India and the annual reports of Nestlé India Ltd. Because we classify it as a Teaching Case Study as per the guidelines of Emerald Publishing, we have ensured that any data presented in the case has been acquired only from published sources and is not internal company data. Citations have also been provided wherever necessary.

On 6 June 2015, Nestlé India’s top product Maggi instant noodles was banned nationwide for an unspecified period. The ban was imposed due to allegations of Maggi containing high amounts of lead and message, and consequently violating the food safety standards. What followed was the destruction of massive stocks of Maggi which had been taken off from shelves of stores countrywide. Furthermore, the company faced a huge blow financially as its sales plummeted. This case delves into how Nestlé India adopted relevant strategies to successfully avert the Maggi crisis. Some remedial measures included appointing a Managing Director who understood the market, improving the communication channel and boosting the churn out of new products along with greater emphasis on marketing and advertising.

This case is aimed mainly at undergraduate level students in the field of management studies and public relations management. This case is also relevant for students pursuing a specialization in Crisis Communication, Public Relations, Marketing and Organizational Change.

This case is based on an in-depth interview with Sean Ansett on March 6, 2020 in San Francisco. For a good reference book on the interview method in social science, please see Seidman (2019). Ansett is an alumnus of the Lam Family College of Business at San Francisco State University. A follow-up interview was conducted on December 13, 2021, via Zoom. The case situations are factual, but the names of the luxury brand, the factory and the Tunisian social auditing firm were disguised. Selected video clips of the interviews are available upon request.

In 2010, Sean Ansett, a social auditor with more than 25 years of experience in promoting workers’ rights in the global supply chain, faced a momentous decision. He was hired by a luxury brand company to conduct a social audit of a Tunisian leather goods factory. During his visit to the factory, he observed the troubling signs of child labor and alarming health and safety concerns in the work environment. Should he report the factory’s situation to the local authority? What should he advise his client, the luxury brand company, to do? Ansett realized that this was not a cut-and-dried decision as reporting to the local authority may affect workers adversely if the factory was closed. This case highlights the ethical dilemmas of human rights in the global supply chain. It also raises critical questions for multinational firms regarding what constitutes an ethical brand and how to ensure effective code of conduct implementation.

This case can be used in undergraduate or graduate business courses or curated sessions and seminars related to corporate social responsibility, ethics and social auditing in supply chain management.

This case is based on primary archival research. The original reports from MSCI, Sustainalytics and S&P 500 formed the foundation of the case in addition to the 144-page Tesla’s 2021 Impact Report. Secondary sources were used to provide contextual information. All sources are cited as endnotes.

In June 2022, Tesla, Inc., the Austin, Texas-based electric car company faced a number of challenges that called into question its environmental, social and governance (ESG) credentials. Questioning the company’s corporate governance practices, SOC Capital, a watchdog organization publicly released a letter that it had sent to the United States Securities and Exchange Commission where it had demanded that the agency sanction the company for not replacing an independent director at its next stockholder meeting. The State of California’s Department of Fair Housing and Employment filed a lawsuit alleging various counts of discrimination at Tesla’s manufacturing facility in Fremont, California. S&P Global removed the company from its index of ESG companies. This action had negative consequences for the company’s stock price. Tesla’s board of directors, led by Robyn M. Denholm, had to address Tesla’s overall approach to ESG in light of these challenges.

The case is suitable for an upper-level undergraduate or an MBA course on strategy or strategic management.The issues in the case involve the stakeholder perspective, corporate governance and the purpose of a firm. Instructors face two choices here: using this case early in the course introduces the broader stakeholder perspective early on without addressing it as an afterthought at the very end of the course. The other choice is to use it at the end because most strategy textbooks cover these topics at the back end.

The authors analyzed data and information mainly from the company’s annual reports and the books written by the CEO.

How and when can a “value” brand upscale its brand image? In the wake of the financial crisis of 2007–2008, UNIQLO – Japan’s street fashion brand – considered introducing a new brand collaboration. They needed to capture the attention of younger, more fashionable consumers. However, people were tightening their spending as they faced uncertainties related to their jobs and wealth. Even though UNIQLO had had a steady growth in sales for the previous 24 years, it was questionable whether it was strategically a good time to launch a premium brand collaboration. And if so, who was the right partner? High-end designer Jil Sander, fashionable New York-based Theory or emerging French “casual luxury” brand Comptoir des Cotonniers?

This case is about the challenges faced by a low-priced brand to collaborate with a high-end brand to enhance the brand image. It explores the important elements to take into consideration when evaluating launching collaboration using the high-end brand’s name. The students will learn how to examine the risks and benefits of creating a new image for the core brand. If the students had learnt branding or brand extension before, this case can be used to teach how consumer’s perception affects brand extension and the target market’s impact on pricing and distribution strategies. It can be used for a marketing course at the MBA level to explore the concepts in a growing company’s brand image or an undergraduate specialized course in brand management or marketing management. The students also learn how the fashion industry’s supply chain management works to adapt to rapidly changing fashion trends.

1. Probabilistic calculations of cost, and profit/loss using standard probability functions

2. Decision tree to find the expected monetary value (EMV) of different options.

3. Monte Carlo simulation for risk analysis.

4. Risk analysis in project management.

Learners will be able to understand and apply the following: how to approach uncertainty in business decisions using probabilistic calculations of cost, and profit/loss using standard probability functions; how to address uncertainty in business decisions by looking forward and reasoning backward, using the decision tree technique and the EMV of different decisions; how to analyse the risk inherent in business decisions by incorporating probability distributions for all critical variables in the form of Monte Carlo simulation; and appreciation of strategic considerations in risk analysis as it applies to project management

The case describes the challenge facing Vilas Birari, the owner and chief executive of Harsh Constructions, a construction company headquartered in Nasik, India. Birari had to decide on the bid for a construction project in September of 2021, during the COVID-19 (COVID) pandemic. Due to successive waves of the pandemic, the state and federal governments announced lockdowns intermittently, causing uncertainty in costs related to labor, material and project completion. The dilemma before Birari was how to set a bid price that was not so low as to incur a loss and not so high as to lose the bid to competitors. The uncertainty made Birari’s decision-making complex. The case invites students to help Birari find an optimum bid price by using various quantitative techniques, such as Monte Carlo simulation and decision trees.

This case is intended for students of management at a master’s level, in an elective course on management science, which is often also known as decision science. This compact case can be positioned in the second half of the course, when exploring risk management using computer simulation as a tool. The case serves both as an introduction to using simulation to manage uncertainty as well a contrast with simpler methods that are covered earlier in the course.

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CSS 7: Management Science.

The learning outcomes of this study are as follows:

1. comprehending foundational dimensions of brand equity and criteria to compare the use of traditional and new media in leading brand communication appropriateness and performance;

2. understanding and evaluating implications of leading brand communications during times of crises; and

3. creating recommendations for leading brand communication preparedness and response to crises.

On 16 August 2020, Dr Barbara Jensen Vorster, Senior Executive Manager, Communications and Marketing of the Gautrain Management Agency (GMA), in Midrand South Africa, considered her dilemma of adapting their communication approach during COVID-19 and beyond the current crisis. The GMA relied on traditional media and the crisis created an opportunity to rethink their entire communications approach. It was important to the GMA communications team to keep the Gautrain commuters connected even though they might not be using the Gautrain during the lockdown of COVID-19. Jensen Vorster believed that a brand should be adaptive and continue even when a service is not running. Jensen Vorster had to lead her communications team when they were all working from home, and they had to keep commuters informed of the requirements during the different levels of lockdown in South Africa. Their various campaigns during this time purposefully communicated with commuters and the various “staying home” initiatives with the intention of lifting spirits. The communication outreach during the COVID-19 pandemic switched over to social media communications out of necessity; however, was that ideal communication during a crisis? While most of the case focuses on this external communication, the case pays attention to some internal communication initiatives by Jensen Vorster with her own team and for the Gautrain’s staff. The question is whether brands should shift from traditional media to new media campaigns during the 21st-century crises? Students will get the opportunity to compare the use of traditional and new media during crisis times. How might they approach their brand communications during COVID-19 and in preparation for future crises?

Marketing and Business Communications and Leadership courses for MBA or executive education programs.

Masters level MBA.

The team of authors conducted face-to-face interviews prior to and during the lockdown in South Africa; the interviews were conducted online through Zoom. Interviews included Dr Barbara Jensen Vorster, Senior Executive Manager, Communications and Marketing of the Gautrain Management Agency and Kesagee Nayager, the Marketing and Communications Executive Manager at Bombela Concession Company. Viwe Mgedzi, Executive Manager for Knowledge Management, provided documents supporting the case. The researchers also conducted desktop research of secondary data, including media and press articles on the companies. The @Gautrain Twitter feed was very important for the researchers to investigate as part of the secondary data research, to triangulate the interview data.

For example, see one of the Twitter feeds on 17 March 2020, 5:37 pm.

The following Twitter feed on the Gautrain’s status confirmed the interview data: https://twitter.com/TheGautrain/status/1239938937885466633

The main resources of this case study were the interviews and the media articles to offer objective references. The authors used the following two newspaper articles to triangulate the information they gained from the interviews:

BusinessTech, March 18, 2020, accessed March 8, 2021 at https://businesstech.co.za/news/lifestyle/382707/south-african-coronavirus-cases-jumps-to-116-as-a-gautrain-exec-tests-positive/

Timeslive, www.timeslive.co.za/news/south-africa/2020-03-17-staff-in-self-isolation-after-executive-tests-positive-two-gautrain-stations-chemically-decontaminated/

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This comprehensive case has been written for an undergraduate-level course on general management and a post-graduate-level course on organizational behavior and strategic management. After working through the case and conducting an in-depth discussion of the assignment questions, students will be able to do the following: 1. perform a comprehensive assessment of the institute’s internal context to measure its resources and preparedness to deal with COVID-19; 2. apply organizational change frameworks (to understand the trigger of the change, type of change and change process); 3. qualitatively analyze the dynamic capabilities and resources available to reopen the institute; and 4. suggest ways to institutionalize agility in the organization to improve the preparations and future responses to student management on campus based on a thorough analysis.

Founded in 1996, the Indian Managerial Studies Institute, Indore, has emerged as a leader in management education by appropriately weaving the pertinent roles of industry, government and PSUs into a common thread. With the onset of COVID-19 in March 2020, IMSI Indore began to respond to educational and administrative challenges by building on resilient strategies. Two decision-making situations cropped up as the situation improved and again converged to the more lethal second wave in March 2021. Dr Hemant Vishwas, Dean of IMSI Indore, needed to determine whether the institute should continue with the reduced employee and hybrid classroom model or reopen with full-fledged operations for the following academic year.

This comprehensive case has been written considering the teaching pedagogy for an undergraduate-level course on organizational behavior (organizational development and change module) and a post-graduate-level course on organizational behavior and strategic management. This case is suitable for courses on organizational development, change and strategy implementation. Organizational behavior and organizational development and change can be used to understand the core concepts of the change content and process, i.e. the scope and scale of the change. The case also touches on inducing a dynamic change in response to the pandemic in an educational setting, teaching the concepts of dynamic capabilities. It is also expected to be useful for teaching courses related to operations strategies in educational services for executive degree programs and faculty development workshops.

Teaching notes are available for educators only.

CSS 6: Human Resource Management.

After discussing this case, students will be able to understand the challenges faced by social entrepreneurs in starting a health-tech start-up in Africa; create and evaluate lean business models of health-tech companies as a social enterprise; evaluate how health-tech start-ups were developing innovative business models and supply chain networks to make prescription drugs accessible and available in Africa; understand how inorganic growth strategies can help health-tech start-ups scale up; and evaluate what promises investors were seeing while investing in social enterprises in the health-care sector in Africa and what social wealth they were creating.

In August 2022, Gregory Rockson (Rockson), social entrepreneur and founder of for-profit health technology (health-tech) social enterprise in Ghana, mPharma, stated that he had plans to replicate the company’s business model, which provided people access to drugs and at affordable prices, to other African nations, beyond the company’s existing footprint. However, analysts pointed out that the fragmented drug supply chain and poor regulation in the health-care market across Africa could act as a challenge for mPharma to replicate its business model successfully across the African continent. People in Africa were forced to pay higher prices to buy life-saving drugs due to the continent’s fragmented drug supply chain. To add to their woes, pharmacies struggled to keep life-saving and life-sustaining medicines in stock. Often, patients traveled miles to a pharmacy only to find out that the drugs they needed were not in stock. In addition to this, the markets were flooded with counterfeit drugs. And the Covid-19 pandemic only exacerbated the situation. mPharma managed the prescription drug inventory for pharmacies and drug suppliers using its proprietary vendor management information system. By using the technology infrastructure it had built, the company connected patients, pharmacies and hospitals through a cloud-based software. The system enabled doctors to track in real-time which drugs were available and at which location, thus giving patients reliable access to medicines. Patients registering with mPharma with their prescriptions and medical history received an alert on their mobile phones notifying them where the drugs they needed were available. mPharma bought drugs from major drug manufacturers such as Novartis International AG, Pfizer Inc. (Pfizer) and Bayer AG, on behalf of the pharmacies. This enabled the pharmacies to save on the up-front costs of stocking the drugs, reduced supply constraints and ensured availability of drugs to consumers in these underserved markets. The company had a consignment model wherein member pharmacies had to pay only for what they sold. Most pharmacies forecast the number of drugs they needed and purchased them from mPharma at pre-agreed rates. The company took the inventory liability to prevent pharmacies from going out of stock. As mPharma used its purchasing power to buy drugs in large quantities from drug manufacturers and suppliers, it was able to help patients realize cost savings of 30% to 60% in the purchase of medicines. mPharma was focusing on achieving its ambitious goal of dominating the health-care market in Africa in future. However, analysts felt that the company would face challenges related to poor regulation in the health-care market, high prices of drugs and the fragmented pharmacy retail market in the continent.

This case is intended for use in MBA/MS level programs as part of a course on Social Entrepreneurship, Sustainability, Business Model Innovation, Disruptive Business Models, and Supply Chain Management in the Drug Industry.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

All aspects like finances, marketing strategy, competitors, etc. have been taken into account to provide the readers a complete and realistic image about the working, decisions and their outcomes for boAt. Secondary data has been used from blogs, company website and other sources in this study.

This case presents boAt’s growth in the Indian market because of India’s exponentially growing customer base in the tech and audio industry. This case brings to light all the factors considered and the business decisions to be made while growing in the market. The challenges faced by boAt after they entered the market and the company’s business decisions to overcome these challenges are also discussed. This case provides an opportunity for students to understand the dynamics associated with expanding in a competitive market to maintain growth and maximize profits.

This case is suitable for undergraduate and postgraduate students and can be used for courses in strategy, marketing, entrepreneurship and business management.

This study aims to investigate the factors that contribute to the overall tour experience and services provided by Top Tier Holidays. The study is mixed in nature, and the researchers have used analytical tools to analyse the data factually. Multiple regression using MS Excel is used in the study.

This case is based on the experiences of a real-life travel and tour company located in New Delhi, India. The case helps understand regression analysis to identify independent variables significantly impacting the tour experience. The CEO of the company is focused on improving the overall customer experience. The CEO has identified six principal determinants (variables) applicable to tour companies’ success. These variables are hotel experience, transportation, cab driver, on-tour support, itinerary planning and pricing.

Multiple regression analysis using Microsoft Excel is conducted on the above determinants (the independent variables) and the overall tour experience (the dependent variable). This analysis would help identify the relationship between the independent and dependent variables and find the variables that significantly impact the dependent variable. This case also helps us appreciate the importance of various parameters that affect the overall customer tour experience and the challenges a tour operator company faces in the current competitive business environment.

This case is designed for discussion with the undergraduate courses in business management, commerce and tourism management programmes. The case will build up readers’ understanding of linear regression with multiple variables. It shows how multiple linear regression can help companies identify the significant variables affecting business outcomes.

This study aims to build on the human capital development theory that focuses on the education and development of individuals considering their spillover impact on the organization’s and community’s improvement. Through examining the efforts put in by the Ministry toward developing its nationals to convert its economy into that of a knowledge-based one, this case shows a practical application of the human capital development theory.

To attain a more comprehensive understanding of how the Ministry underwent the implementation of educational and employment reforms, this study carried out a mixed methods study that pertained conducting interviews and collection of secondary data such as reports, minutes of meetings and publicly available date. First, four top management and executives were interviewed from the Ministry to gain deeper understanding on the planning of educational and employment reforms being implemented by the Ministry, its implementation and the challenges that the Ministry faced in doing so. Additionally, top management and executives from higher educational institutes in Qatar were also interviewed to attain a more comprehensive understanding of how they worked with the Ministry to implement the educational and employment reforms. The interview participants held key positions within the Ministry and education institutes in Qatar. As a result, they were directly involved in driving strategic decision-making in various areas relating to education at all levels (primary, secondary and tertiary). Further, they were directly involved in the establishment of Qatarization initiatives in the education sector within Qatar. Below is a list of the interviewees:

1. Mr Ahmed, Undersecretary of the Ministry of Education and Higher Education (formerly Qatar University President and Community College of Qatar President);

2. Mr Saad, Higher Education Consultant at the Ministry of Education and Higher Education (formerly the Dean of Community College of Qatar);

3. Mr Ali, Assistant Undersecretary of Shared Services Affairs, the Ministry of Education and Higher Education;

4. Mr Abdulla, Acting Assistant Undersecretary for Higher Education, the Ministry of Education and Higher Education;

5. Mr Jassim, Vice President of Academic & Student Affairs at Community College of Qatar;

6. Mr Bilal, Vice President of Academic & Student Affairs at College of the North Atlantic-Qatar;

7. Mr Mohammed, Chief Strategy and Development Officer at Qatar University; and

8. Mr Yasin, General Manager of Qatar Learning Center.

Each participant was first contacted to inform them about the nature of the study and to gain their consent to conduct an interview. The interview protocol contained closed- to open-ended questions, aimed at providing in-depth information on Qatarization practices and the efforts to reform the education sector in Qatar. As a result, a semi-structured interview was conducted. The participants were posed with several questions that included but were not limited to these. For instance, the participants were asked with questions like what steps are being taken by the Ministry of Education and Higher Education to improve the education system in Qatar? and What are the current Qatarization practices that have been implemented in the Ministry of Education and Higher Education? Upon attaining answers for these questions, the interviewer was able to follow up with more specific and relevant questions like how does the Ministry engage Qataris to take up science, technology, engineering and mathematics programs?, what are the methods employed to attract Qataris toward pursuing higher education?, what are the different types of scholarships being offered to Qataris? and hat are the programs that the Ministry of Education and Higher Education implements to train/employ young Qataris to be qualified for work in the education sector? The interviews lasted about 30–45 min. In addition to interviews, several secondary sources were used from the Planning and Statistics Authority, the World Bank and the Ministry of Education and Higher Education.

Human capital development is regarded as a fundamental pillar that leads to the sustainable economic, political and social progress of a society. Given the foundation of human capital development is based on educational capacities, Qatar has regarded education as its national and foremost priority and the key to maximizing human potential toward building a sustainable knowledge-based economy in the long run. This case study portrayed the works of the Ministry of Education and Higher Education in the state of Qatar. The Ministry had been tasked with the mission to support the government’s national strategy of transforming Qatar’s economy from a resource-based economy into a knowledge-based economy. As such, this case sheds light on the Ministry’s strategic initiatives toward developing the local human capital. The Ministry governs over the education sector, and in providing the Ministry’s point of view, the reader is able to get a grasp on the inner workings of a government entity. In addition to providing an overview on the strategic initiatives employed by the Ministry to enhance the quality of education for Qataris, this case study also examined the Qatarization initiatives taken up by the Ministry. Qatarization is a national strategy implemented by the state of Qatar to nationalize the workforce. In other words, through Qatarization, the government intended to increase the employment opportunities available for Qataris and enhance their professional skill set through training and development efforts. Accordingly, this case also illustrated the Ministry’s role in Qatarizing its workforce successfully. In understanding the challenges faced by the Ministry toward enhancing the education services and employment opportunities being offered to the nationals, students can attain a refined perspective on the real-life challenges that government entities face in implementing strategic initiatives. Through this case, students in graduate and undergraduate courses relating to business, strategy, economics, public policies and education can also attempt to engage in decision-making activities that involve overcoming the challenges faced by the Ministry through devising action plans or revising the strategic initiatives. The issues discussed in the case delve into how Qatar government’s initiatives for economic transformation via educational reforms impacted educational institutions, students and the workforce.

This case is intended to be studied by students in graduate and undergraduate courses relating to business, strategy, economics, public policies and education where they can engage in realistic decision-making activities that involve overcoming the challenges faced by the Ministry through devising action plans or revising the strategic initiatives.

This case was developed from both secondary and primary sources. The secondary sources include journal and newspaper articles. Primary sources include court proceedings, industry reports and EEOC recommendations regarding disparate impact for major retailers. This case has been classroom tested with undergraduate BBA students in an introductory undergraduate Human Resources course.

In August 2019, Ms Ramos applied for an entry-level position at Stockworld; however, despite receiving an initial offer, Ms Ramos was notified soon after beginning the position that her job offer was being rescinded as a result of a completed background check. The Fair Chances Act for employment has challenged employers to “Ban the Box” that asks about criminal past acts before conditional employment offers. With increased demand for qualified applicants following and amid current labor shortages, proponents of “Ban the Box” challenge that including background checks before and even following conditional offers lead to disparate impact with Title VII protected classifications of employees. Can employers Ban the Box to prevent Disparate Impact for entry-level positions? What are the implications for eliminating criminal background checks?

This case was written for use in an undergraduate introductory human resource management course or general business law course. The focus of the case supports classroom discussion for online and face-to-face instruction regarding equal employment opportunity and employment decisions. The case also has strong application in course content regarding discrimination and strategic plans for organizational success. Educators who use critical thinking methods to apply hiring strategies or talent pipeline assessment can use this case to explore additional avenues for external recruitment and talent development.

This case has been tested twice in the classroom of 40 students in two leading Indian institutions, IIM Ahmedabad (among a group of 40 faculty development programme participants) and Central University of Kashmir (among a group of 40 MBA marketing students). The teaching note has been well prepared and all modifications in both the main case as well as teaching note stand updated.

The data for the case was collected using both primary and secondary sources. The author managed to have a face-to-face interview with the company's Vice President, Mr Sheroy Mehta at Indian Institute of Management, Ahmedabad, and get the preliminary data for the case. The author could also manage to carry out personal interactions with PureMax mineral water owners, a leading brand in Jammu and Kashmir, India. Some of the supplementary data were sourced from secondary sources and properly referenced.

The discussion questions invite students to consider several environmental challenges often faced by entrepreneurs. Students are encouraged to demonstrate their practical and theoretical knowledge by addressing genuine challenges across a typically broad entrepreneurial management spectrum, including product design, positioning and sustainability. This case was written following extensive interaction with the founding entrepreneurs at Ahmedabad, Gujarat, using a critical marketing perspective and the author's primary research. This case is targeted at postgraduate and undergraduate management students taking a marketing, strategic management or entrepreneurship course.

This case study is relevant for marketing management and brand management courses and could also be used for strategic management classes. This case was written to view the general requirement of the MBA marketing syllabus in most Asian universities in general and Indian universities in particular. This case can also be used for undergraduate students of business management and commerce.

This compact case is based on secondary, published information about the Kiva organization, both in book and article format, listed in the reference list at the end of this teaching note. In addition, the authors accessed the Kiva website using the Internet Archive Wayback Machine. This allowed to view Kiva’s webpages when they were a startup organization.

Kiva’s co-founder, Jessica Jackley, is offered $10m by the corporate social responsibility director of a large technology firm. Students discuss why Jessica hesitates to accept the $10m and explore the meaningful application of a nonprofit’s mission statement and the concepts of mission creep and mission drift. The case can be read in class for immediate discussion or assigned outside of class. Ultimately, the students decide and defend whether Jessica should accept the $10m on behalf of Kiva. In the strategic management sections, students were split 35% accept and 65% do not accept which produced a rich discussion.

This compact case has been used in several sections of the capstone strategic management course composed of senior, undergraduate and business majors. This case is used early in the course as an application of the mission and values chapter. This case could also be used in management courses in entrepreneurship, nonprofit organizations and principles.

Primary and secondary data.

This case is set in the year 1987 when many parts in India were milk deficient. Seasonal and cyclical shortages were more of a norm. There were however early signals that the cooperative dairying model across the country was gaining momentum and the milk production in the country was poised for a sharp upswing.

Masuum baby food is a winning brand in Shalanda Milk Foods portfolio with a top-line revenue of Rs 300m per annum, contributing to 60% of the firm’s revenue and registering a healthy 14% annual growth.

The brand was used as an additive for tea and coffee, a purpose for which it was not intended, apart from it being used as a baby food, which of course was the intended purpose.

The World Health Organisation had proposed a code which among other things proscribed brand advertisement and promotion of baby food with a view to promote mother’s milk for infants.

Though the brand sales seemed to continue to grow, thanks to demand operating above supply, there was a realization that the brand could head into an identity crisis and the fact that it cannot speak for itself could be damning.

The protagonist in the case came up with a strategy to launch a new brand with the same composition as Masuum and in a controlled manner transfer volume from Masuum to new brand. Even while appreciating the protagonist’s recommendation, the Managing Director exhorts him to come up with a stronger rationale for launching a new product and review whether it constitutes a comprehensive solution.

This case can be used at the Master’s in business administration level in the Marketing Management course. This case should be scheduled after covering topics on segmentation, targeting, positioning and brand.

This case can also be used to introduce case methodology as it follows the framework of sharply defining a problem, explaining the relationships amongst variables, identifying and evaluating solution choices, and recommending the most effective.

The case recounts actual events and embeds information that has either been provided by the organization or that is publicly available from secondary sources, such as links to news articles, the organization’s financial report and videos. The protagonist is a real person, although identified only by first name, and she was interviewed extensively and provided planning documents.

The case addresses fundamental project management concepts via a nonprofit’s fundraising event that had to be shifted to online delivery during the early days of COVID. Students take the perspective of advising the protagonist, a key member of the event committee. As if this substantive re-plan during a pandemic was not challenging enough, the committee had the additional complication of integrating a fundraising management system into the organization in time to support the event. Students must work through detailed planning and calculations and also need to think more broadly about appropriate tradeoffs and justify them in their recommendations.

As this case has students work with concepts and skills central to project management and has involves a mix of applying, analyzing and evaluation outcomes, it can be used within operations management or project management courses for either undergraduate senior-level or early graduate-level business or engineering students. It has already been assigned in project management courses in two separate MBA programs. The case required no substantial revisions, and feedback from student evaluations show that it was perceived positively in both classes.

This case was a real-life situation faced by the author. Names were changed, so students would not know that the author was the protagonist. The case had been developed over several years as a capstone to the capital budgeting section of an MBA finance course and an advanced undergraduate course.

Trey and Lauren Gallo were considering the purchase of a vacation condo that also generated rental income. The current owners were willing to sell at a lowball offer of $605,000 as the pandemic entered its 13th month. The Gallos felt they needed to act fast to get this deal. However, the risks were extraordinary, as the pandemic had reduced rental income by 50% and borders had just recently closed. The case provides all data needed to compute rental revenues, capital expenditure, operational expenditures and financing costs. Students are expected to compute the NPV and IRR of free cashflows. Students will compute and evaluate the cost of capital using the condo’s projected debt structure, a choice of several proxy betas and a project risk premium. The case also uses extensive sensitivity analysis. This case differs from corporate capital budgeting problems because it evaluates both levered and unlevered cashflows, and the cashflows include savings from personal use. The case has been successfully used in MBA finance courses and advanced undergraduate finance courses. The case can be used as a capstone case for capital budgeting or a comprehensive exam in undergraduate, MBA and executive programs. The case questions can also be spread throughout a course to cover the topics of financial statement forecasting, free cash flows, capital budgeting, cost of capital and sensitivity analysis.

Earlier versions of this case have been used in an advanced undergraduate corporate finance course and MBA finance courses. The case is generally used as a capstone to the material on capital budgeting. Students should have already covered material on financial statements, loan cashflows, levered and unlevered cashflows, CAPM, proxy betas, weighted average cost of capital, NPV and IRR. This case is also appropriate for courses in real estate finance and personal finance.

Strategic management is the focus area in this case study, so it is important to consider different sources of information to make strategic decisions. Considering the different options of Wine Cooperative of Vidigueira Cuba & Alvito (ACVCA), it is necessary to know the strengths and weaknesses of each option and identify respective opportunities and threats. Additionally, it is important to know the case study object (such as operating specific characteristics, products and management model); the competition; the evolution of the wine sector in Portugal and worldwide; the evolution of the tourism sector in Portugal and worldwide; and new trends in wine and tourism.

In January 2018, Mr Jose, leader of the Board of Directors (BD) of the ACVCA, one of Portugal’s oldest wine cooperatives, located in the south of the country, in the Alentejo region, is preparing the first meeting with the newly elected BD. Addressing the strategy and sustainability for the next term of the BD is mandatory! Mr Jose will have to open the game and lift the veil. Should all their eggs be put in one basket? Or could diversification be the way? Sustainability, in its three pillars (economic, environmental and social), is mandatory, never forgetting that the cooperators want respective income guaranteed. “We can’t risk everything”, thinks Mr Jose! But ACVCA’s affirmation undoubtedly depends on its ability to take risks, to innovate and seek new answers for new audiences! The BD will have to make decisions that lead not only to the affirmation of the brand but also to its renown and to the ACVCA’s sustainable growth. There are several possible options. However, it is necessary to define a path that guarantees the stability achieved, but that allows new markets to be reached and new challenges embraced: increase production capacity, invest in internationalisation, focus on segmentation through innovation, diversification of product or diversification of business area. Wine tourism is a possible way, but how can it be done sustainably and differently? We will have to use creativity and take advantage of our strengths, traditions and customs, intangible and tangible capital and our material and immaterial heritage. It can be done through Amphora wine, produced from its exclusive centuries-old grape varieties. These issues will have to be discussed with all the BD members in the next meeting. Considering the crucial role of cooperatives in the development of the regions where they are located, the success of the strategy is extremely important not only for ACVCA, but also for all its stakeholders. Strategic management decisions in a cooperative always have a double objective: on the one hand, to satisfy the interests of the cooperators and, at the same time, to meet the interests of the market and assert its positioning in an increasingly competitive sector.

This case study is intended for:▪ undergraduate students in management, agricultural economy and tourism;▪ executive management course students;▪ Master’s students in strategy, marketing, tourism and agricultural economy; and▪ PhD students in social economy and tourism.This case can have different levels of difficulty depending on the scientific area of the students and whether the cycle of studies is more or less advanced. Resolution of the case may require the following pre-requisites:▪ basic-level knowledge on statistics;▪ medium-level knowledge on managerial accounting, economics and finance; and▪ good level of knowledge on strategic management and on cooperativism theories.

One of the major reasons of layout-related difficulties faced by manufacturing industries is non-value-adding and redundant work. Plant layout study aims at economic production with larger volumes and variety as well. Method studies focus on the effectiveness with efficiency by a systematic critical scrutiny of work being done. The intention is to identify logical sequence of activities highlighting and eliminating the unnecessary mudas. Time and motion study is a combination of time study and motion study analysing and eliminating any unnecessary movement for productivity optimization of that job or process. Thus, through the elimination of unnecessary motions, times for performing the processes may be reduced and productivity increased. The intention is to subdivide the different operations of a job or process into measurable elements. Hence this case has been developed based on the primary data. The primary data was collected using Industrial Engineering Studies like layout study, method study and time and motion study. This case has been classroom tested with MBA students in their Lean Management Course.

Arin Synthetics Ltd. (ASL) though had installed modern machinery in its facility, process efficiency and optimization were a concern. Top Brass at ASL believed that ASL was overstaffed and its processes had creep as far as efficiency is concerned. This case focuses on ways to improve the process efficiency to rationalize the manpower at ASL. Presence in large growing global markets put cost pressure on ASL, thus mandating improvement in the efficiency of its processes through manpower rationalization. This case, therefore, discusses one of the highly staffed process of waste collection. Could ASL achieve reduction in the manpower in waste reduction without affecting the overall process? Was there a strategic mistake in the thought process of disposing of the waste generated by the manufacturing complex?

Operations management, Productivity and performance, Quality management, Lean management.

After studying the case, the students will be able to: 1. understand the business and existing HR practices at Precision Engineering; 2. evaluate the factors affecting business that may require the company to formalise its HR practices; 3. create recruitment and selection-related solutions for HR 2.0 using appropriate models and theory to aid the company meet its business goals; 4. create training needs identification and evaluation practices for HR 2.0 using appropriate models and theory to aid the company meet its business goals; and 5. create performance planning and review-related solutions for HR 2.0 using appropriate models and theory to aid the company meet its business goals. The case helps students objectively assess HR practices related to three core verticals – recruitment and selection; training; and performance management systems. It also enables them to reassess these practices with the help of specific metrics and models.

Precision Engineering was a manufacturer of machined metal components in the Indian automotive components industry. It had been a family-run business since its inception in 1995. Precision was awarded the prestigious Automotive Component Manufacturers of India award in 2020 for excellence in HR. Ms Sakshi Kapoor, General Manager of Innovation, was ecstatic at the receipt of this award. She, however, was thoughtful about the informal human resource (HR) practices at the company. The top management had announced an aggressive growth plan and advised Ms Kapoor to leverage HR practices to facilitate these plans. Recruitment and selection, employee training and performance management systems needed to be formalised on a priority basis to strategically aid the future business agenda at Precision. Ms Kapoor faced the challenge of preparing the roadmap of HR 2.0 while preserving the employee-centric beliefs at Precision. The case initiates a discussion to achieve this goal by adopting suitable HR metrics and models.

It should be taught in the core course on Human Resource Management for first-year Masters in Business Administration (MBA) students. Alternatively, it could be used in elective courses such as Strategic Human Resource Management, Training and Development and Performance Management Systems for second-year MBA students.

Teaching notes are available for educators only.

CSS 6: Human Resource Management.

The learning outcomes of this study are as follows:▪ evaluate the difficulties of entry-level women entrepreneurs in the South African farming industry;▪ appreciate the entrepreneurial journey of a women entrepreneur in the farming industry;▪ assess the role of networking and support programmes in prompting women entrepreneurs in South Africa;▪ understand the role of diversification in building a sustainable business in today’s COVID-19-affected economic environment;▪ make an informed decision regarding how COVID-19 had negatively affected the farming industry; and▪ critically evaluate which options are available for women entrepreneurs to overcome the negative effects of COVID-19 and remain sustainable businesses.

In April 2021, managing director and co-owner Beverley-Anne Joseph, was considering the long-term business strategy options for Zelpy, her hop farm business outside George, a town in the Western Cape, South Africa. As the first black woman hop farmer in Africa, she had run a successful business supplying hops to South African Breweries (SAB), a subsidiary of the global conglomerate Anheuser-Busch InBev (AB InBev). To date, her hop farming business had not been impacted by the South African Government’s COVID-19 lockdowns that impacted the sale of alcoholic beverages. However, it had given her a wake-up call as to the risk of having most of her eggs in one basket. She now had to consider how to diversify her farming business to minimise risk.

MBA, Masters in Management, Postgraduate Diploma in Business and Executive Education short courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The aim of the case is to understand the performance management system of academic staff members in higher education institution. Furthermore, students would be able to compare two performance appraisal policies and analyze which one could better serve the purpose considering the context of educational institution. The case would help students understand the performance dynamics of the academic staff and how the performance management system in place affect employees.

The case study presents a troubling situation faced by Asim Khan, a newly appointed director of the Midland University, regarding retention of the faculty. Upon joining Midland, Khan noticed a trend that faculty who was serving the university from many years are leaving the organization one after the other. He decided to revise the faculty policies that he believed was the root cause of faculty turnover in Midland. He formulated a committee to review the existing policies and revamp if required. The committee identified some flaws in the faculty appraisal policy in place at that time and formulated a new one with the consultation of top management. However, when the new appraisal policy was presented to the faculty, few faculty members raised their eyes over a few aspects of the proposed policy. As the new academic year was approaching, Khan had to make an important decision after critically analyzing the pros and cons of both policies that which of the two should be followed for the upcoming year’s appraisals.

The case can potentially be used in the post-graduate courses in MBA programs offering a major in human resource management.

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CSS 6: Human resource management.

After completing the case, the students shall be able to do the following:▪ explain the key features and roles associated with non-governmental organizations (NGOs; comprehension);▪ describe major activities/programs run by Kilkaari-Bachpan Ki (knowledge);▪ describe the challenges faced by not-for-profit, non-governmental and voluntary organizations operating at a local level (knowledge);▪ developing TOWS matrix for Kilkaari’s strengths, weaknesses, threats and opportunities to provide strategies for making the necessary change (analysis);▪ explain the change management strategies used by Kilkaari during COVID-19 using Kurt Lewin’s model (analysis); and▪ develop recommendations for the problems faced by Kilkaari (evaluation).

As a result of the global COVID-19 pandemic, the entire world was left in shambles. The epidemic has had a profound impact on the way organizations used to function. It compelled all sectors and companies to change their working methods and move closer to virtual conceptions. Organizations that were able to adapt to the new environment have thrived, while the rest have struggled and continue to struggle. In today’s world, embracing virtual scenarios is more about perseverance and consistency than it is about making a conscious decision. Organizations such as NGOs have limited financial and non-financial means to adapt to such changes, and some of them were unable to suffice during the tough times.Despite this, the current case study focuses on the NGOs’ path during the pandemic: Kilkaari-Bachpan Ki. The NGO’s primary objective is to provide underprivileged children with free access to education. The current scenario illustrates how the Kilkaarians (team members of Kilkaari) modified their behavior in response to the crisis. To be used in an organizational behavior course, the case is intended for management students. Kurt Lewin’s model of change, which includes unfreezing, mobility and refreezing, can be understood by students. For this research, the authors use a case-study approach to explore how the organization responded when faced with a crisis.

This case is suitable for undergraduate students learning organizational behavior course, strategic management and also relevant to social work courses (social entrepreneurship/NGOs).

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CSS 6: Human resource management.

At the end of the case discussion, students should be able to:▪ analyse and discuss networks as a form of social capital;▪ identify and discuss alternative growth strategies for an small, medium, micro enterprise (SMME) in the context of prevailing challenges;▪ use the six domains of the entrepreneurship ecosystem to identify and discuss factors that enhance and challenge a business with particular reference to an SMME; and▪ analyse and understand the key dimensions of entrepreneurial behaviour using the case protagonist as an example.

Nhlanhla Dlamini, the managing director of Maneli Pets based in Johannesburg, South Africa had opened an office in Cincinnati in the USA in July 2019 to take over the distribution and marketing of the company’s high-quality protein pet treats. Just over eight months later, the COVID-19 pandemic exploded across the world resulting in unprecedented disruption to people’s lives, world trade and the global economy.Now, in June 2022, Dlamini contemplated the successes and challenges he had experienced since starting Maneli Pets in 2016, not least of which was parting company with US-based Novel Dog LLC, which had previously marketed and distributed the pet treats. He had built an internationally accredited factory from scratch, produced pet products and a brand that was appealing to the competitive international market, and exported to 12 countries around the world. However, Dlamini had also faced the retrenchment of a large number of staff, the breakdown of the relationship with Novel Dog, the difficulties of setting up a distribution business in the USA along with overseeing the South African factory, and in September 2019, his co-founder, Sipha Ndawonde, had left Maneli Pets.Maneli Pets had served Dlamini’s philanthropic purpose of creating jobs and contributing to the growth of the South African economy. Despite the setback of parting ways with Novel Dog, he hoped to continue to create jobs and return to and exceed the staff numbers he had achieved by 2018, regardless of the hard work involved.In his dual position of managing director of Maneli Pets, based in Johannesburg, and sales director of the distribution and marketing arm, Nandi Pets Inc. in Cincinnati, Dlamini had a global view of the companies’ financials that he realised had been missing initially. Would the new structure of Maneli Pets he had created in 2019 in a pre-pandemic world see the company profitable by the end of 2022? What else could he do to take the company to the next level?

MBA, Masters in Management, Postgraduate Diploma in Business, Executive Education short courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The case is an example of the dilemma and constraints an entrepreneur faces as they go forward in implementing ideas while setting up an enterprise. Through the eyes of John, the case helps the participants to understand and analyse two distinct business models, the bricks and clicks model and an online aggregator model and evaluate them using a visual business tool like the business model canvas (BMC). Thus, the case helps the participants to:▪ Analyse the customer segments and demand.▪ Apply frameworks for analysing a new venture’s prospects.▪ Understand two distinct business models and learn how to sketch a business model using the BMC.▪ Compare various business model designs using the BMC template.

Set against the backdrop of high consumerism and haute couture, conventroad.com is an example of fashion aggregation and curation in the online platform. Once known as the fashion hub of Kerala with its crowded streets, cramped with boutiques on each corner, Convent Road lost its following as big and major stores left the miniscule space for better facilities in the name of development. This case follows Rijin John, founder and developer, through the course of his idea conceptualisation. In an attempt to regain its popularity through the internet, John set out to rope all the popular Convent Road boutiques into one platform. But, as more options became available, John was in a dilemma about whether he should continue to try to convince the indifferent boutique owners to be a part of his enterprise or explore an alternative model and create a platform for weavers while sacrificing the brand value of Convent Road.

The case is designed for use in an undergraduate or graduate-level course on entrepreneurship, marketing, business policy and managing growing ventures.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This case is based on a project carried out in a tertiary care hospital of the Northeastern region of India for a period of eight months and is written by Dr Ankit Singh, Dr Meenal Kulkarni and Mr Avinash Poojari. The case was developed with the help of the hospital’s management team, disguised on request as Mr Raghugopal Ramalinga (Chief Hospital Administrator), Mr Suresh Kumar (Chief Engineer), Ms Linney Krubah (Chief Nursing Superintendent), Dr Premanand Ale (Chief Medical Superintendent) and Mr Srikrishna Shukla (Chief Finance Officer).

This case is about Trident Hospital, which faces issues pertaining to oxygen supply. Oxygen supply at Trident Hospitals is through three options as highlighted in the case, but due to the lack of preventive maintenance and no risk assessment done for the crucial medical oxygen, interruptions and additional work for the staff became a common phenomenon. The existing situation can lead to patient harm or death and can attract medico-negligence suit against the hospital, threatening the overall existence of the hospital. The hospital administrator is currently viewing the problem from only the cost perspective, which is a high-risk and a short-term approach.

Students pursuing full time/part time/diploma programme in health-care management, hospital administration/hospital operations; and undergraduate and post-graduate level students.

This case study was prepared through secondary research. The secondary data was collected in electronic format from the internet. Archived data from the company sources as well as other resources available online was used. Financial reporting about Pfizer Inc. (Pfizer) was done using data from the company’s annual reports.

This case discusses US-based pharmaceutical giant Pfizer’s successful rollout of the Covid-19 vaccine under the leadership of its Chief Executive Officer Albert Bourla (Bourla). In March 2020, when the World Health Organization declared Covid-19 a pandemic, leaders of pharmaceutical giants worldwide were in no way prepared to find a cure for the disease caused by the novel coronavirus. On the other hand, Bourla stood up like a true leader and sought to do something to address the problem. Bourla’s huge gamble paid off. In December 2020, the Food and Drug Administration approved the Covid-19 vaccine developed by Pfizer. Pfizer was ready with 50 million vaccine doses for global distribution.

This case is intended for use in MBA/MS level programs as part of the curriculum on Effective Leadership and Decision-making, and Crisis Management.

The case was developed by interviewing Rizwan Koita, CitiusTech chief operating officer (CEO) and cofounder.

CitiusTech, Inc. was a privately held health-care technology and consulting services provider with over 6,000 employees worldwide, with the majority in India. Since 2015, CitiusTech has been certified as one of India's best workplaces by the Great Place to Work Institute^®.The case is set in 2020 when CitiusTech's business operations were severely disrupted as its customers suspended work on health-care technology projects to focus on responding to the COVID-19 pandemic. As a result, Rizwan Koita, CitiusTech's CEO and cofounder, suddenly found himself with a considerably large, highly qualified, underused talent pool and a significant loss in revenue. Instead of laying off highly skilled and trained employees, CitiusTech took a long-term view of the situation, believing that business would pick up in the third or fourth quarters and there would be a need to scale up teams. However, as 2020 was closing, Koita wondered if he had done enough to enhance employee engagement amid the disruption caused by COVID-19.

This case is intended for use in undergraduate courses focusing on leadership, industrial and organizational psychology or human resources management. This case may be positioned after students have been familiarized with the fundamental concept of employee engagement.

This case was developed from secondary sources. The secondary sources included company websites, social media and news reports. This case has been classroom tested in multiple executive master of business administration (MBA) courses on business model innovation and entrepreneurship.

The case traces the entrepreneurial journey of Dozee, a remote patient monitoring system in India. Dozee was manufactured by Turtle Shell Technologies Private Limited, cofounded by Mudit and Gaurav. The primary customers of Dozee’s offering were households with elderly citizens and health-conscious individuals who sought preventive health care. The cofounders identified the unmet need for a convenient and user-friendly contactless health tracker. Dozee team built a thin sensor-embedded sheet and module that can be placed beneath the mattress to track sleep patterns and health vitals. They also provided data analysis and data interpretation services. After four years of conceptualization, Dozee launched its product and service in 2019. Although the initial response was lukewarm, the onset of the COVID-19 crisis led to significant changes in the health-care industry. Demand for virtual assistance and contactless monitoring devices became increasingly important elements of COVID-19 treatment. Unlike other sensor-based fitness trackers, the sheet could be easily placed under the patient’s bed to capture health vitals. Choosing to pivot from a home-based individual customer segment to a medical-grade device provider for hospitals could significantly increase the scale and scope of the offering for Dozee, but it would also place Dozee in direct competition with other health monitoring devices from different business categories.

This case is appropriate for MBA and executive-level courses related to entrepreneurship and business model innovation. The case explores issues such as digital disruption and how start-ups can design a go-to-market strategy. The case works well in the classroom, even if people are unfamiliar with the health-care industry. Participants can certainly relate to the concept of adopting artificial intelligence–enabled devices for monitoring their health. The instructor should be able to quickly engage participants in a lively discussion about Dozee’s vision and the opportunities and challenges in adopting digital solutions in health care.

This case uses the concept of social entrepreneurship to analyze the entrepreneurial journey of Mr Suraj Prakash and his social enterprise, the Swasth Foundation. It further deepens our understanding of strategic decision-making by exploring the successful use of pivots.

The case was primarily developed through a series of interviews with the leadership team over a year. Secondary sources included literature about Swasth Foundation available on the internet and those shared by the founder.

In 2008, Suraj Prakash left McKinsey & Company after six and half years in the health and development sector as an engagement manager. Along with his friends, Aman Paul and Ankur Sharma, he established Swasth with the goal of building an ecosystem that delivered high-quality, affordable and accountable health services to low-income communities in India. Right from its inception, Swasth went through many fundamental shifts in terms of its business model, team composition and even the nature of its existence; however, this did not deter Suraj from pursuing his goal.

The case brings into focus the health-care system of India, especially in the context of the urban poor and the challenges they are facing, followed by the initiatives taken by Swasth Foundation and the impact it is trying to create. The remainder of the case delves into Suraj’s entrepreneurial journey and the three pivotal decisions that changed the course of his organization over 11 years. It will also provide a transpicuous view of the entrepreneurial decision-making process through the lens of pivoting. As Suraj and his team are trying to bring about the required changes through the third pivot, there remain some challenges that need to be addressed for a successful implementation.

The case is written for business management students and can be used in general management, entrepreneurship and strategy classes. The case can be used for discussions on leadership, social entrepreneurship and strategic decision-making. It is suited for both undergraduate and postgraduate levels.

The case was compiled using secondary research, including the following sources, all of which are cited in the References List section of the case: Company annual reports, press releases and company websites and news media, podcasts, video recordings, websites of trade associations and other public domain sources.

This case highlights the decisions facing Moderna, Inc. (Moderna) related to pricing of its COVID-19 vaccine in the European Union (EU) in July of 2021. The CEO, Stéphane Bancel, must balance the need for improving shareholder returns with the call to act responsibly during a global pandemic. Should Moderna raise prices or hold prices constant? What other options might be available to the CEO?

At the authors’ institute, instructors use this case in a second-year marketing elective in pricing at the MBA level. Within the elective, the case enables a discussion on concepts of value realization through pricing and leadership decision strategies. The case may also be used in at the Executive MBA level, in a course of strategic leadership.

At the end of the case students will be able to:

1. Relate risk as one of the 12 principles in project management contemplated in the international standards of the PMBOK Seventh Edition guide.

2. Determine high-level risks by articulating the WBS and RBS of a construction project.

3. Perform a qualitative and quantitative analysis of the probability and impact of risks through the heat map tool and the Expected Monetary Value (EMV) technique.

4. Propose the different response strategies contemplated in the risk management through the formulation of a response and contingency plan.

MORESA S.A.S was a family company founded in 1994, whose value proposition focused on construction and permanent advice for the execution of innovative and contemporary projects with more than 27 years of experience in the city of San José de Cucuta, department of Norte de Santander, Colombia. The objective of the case is to Relate risk as one of the 12 principles in project management contemplated in the international standards of the PMBOK Seventh Edition guide; Determine high-level risks by articulating the WBS and RBS of a construction project; Perform a qualitative and quantitative analysis of the probability and impact of risks through the heat map tool and the Expected Monetary Value (EMV) technique and propose the different response strategies contemplated in the risk management through the formulation of a response and contingency plan. The teaching case is designed for academic programs in areas of knowledge of civil engineering, architecture and at postgraduate level such as: Master’s in civil engineering, Master’s in risk management, Master in project management or MBA. For this case, an expert judgment was developed with professionals belonging to different areas of knowledge. Likewise, secondary information was collected from the organization's strategic documents and the analogous estimation through the historical records of the project portfolio developed by the construction company. Finally, the case, classified in the Built Environment, a challenge that project managers must face in VUCA environment through risk management.

The teaching case is designed for academic programs in areas of knowledge of civil engineering, architecture and at postgraduate level such as: Master’s in civil engineering, Master’s in risk management, Master’s in project management or MBA. In the modules of risk management, project management, international standards, the case guides the applicability of methods and artifacts used in risk management considering the process identification, quantitative, qualitative analysis, and development of response strategies and contingency plans.

Teaching notes are available for educators only.

CSS 2: Built Environment.

At the end of the case discussion, students should be able to:

▪ Evaluate the relevance of community and networks to immigrant entrepreneurs.

▪ Appreciate the entrepreneurial journey of immigrant entrepreneurs in the South African context.

▪ Consider the challenges of the socio-economic environment affecting businesses in South Africa.

▪ Make an informed decision regarding how creating a family entrepreneurial ecosystem can mitigate business risk.

▪ Critically evaluate which strategies could exploit any further opportunities and grow the businesses.

In April 2022, Ahmed Mujtaba Razzak, director of Montage Interior Solutions, a design, building and construction company based in Mayfair, Johannesburg, was preparing for the official opening of the company’s newly-built Clifton Mall. Ahmed, whose family had immigrated to South Africa from Pakistan in 2004, had big goals for the mall: he wanted it not only to be profitable for his family, but also to help uplift the lives of the shop owners and the members of the surrounding community, many of whom were also from Pakistani immigrant families. Thus, instead of having to rent the units, shop owners were able to buy them under sectional title. The model promised the benefits of unit ownership for the shop owners and a quicker return on investment for Montage. As he prepared for the opening, Ahmed wondered whether he had set everything up for the venture to be able to achieve his goals.

The case study provided a deeper understanding of different challenges, approaches and strategies used in immigrant start-ups. The case study included various business and entrepreneurship themes focused on immigrant start-ups, strategy and diversification, family business and business growth. It also considered both individual and contextual factors influencing immigrant entrepreneurship, insofar as family and the business are “inextricably intertwined”, where the effects of social exchange between generations meant that successful enterprising families showed tremendous respect for the sensitive relations between the business and the family.

Postgraduate Diploma, MBA, Masters, Executive Education

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CSS 3: Entrepreneurship.

This case study was intended for MBA/postgraduate level courses, or for high-level executive courses. It provided a complex international business context to analyse the intricacies and dependencies between emerging regions, wherein a company (Grupo M) established an entire manufacturing cluster and invested all its assets in a place that has never hosted any industrial activity – in a country whose culture and traditions differed significantly from those of the neighbouring country that provided the investment. The case included a discussion of the negotiations that a private company undertook with two governments (Haiti and the Dominican Republic) to secure access to the free-zone facilities granted by the importing countries.

The case could be seen as a stimulating international business context to examine central tenets around “shared value creation” (Porter and Kramer, 2011): the practice of creating economic value in a way that also creates value for society by addressing its needs and challenges. As per these authors, there are three ways to create shared value: by reconceiving products and markets, by redefining productivity in the value chain and by enabling local cluster development. The latter is the one best exemplified in this case. Additionally, the case brought intriguing insights on international business that can be related to ethics, corporate social responsibility and its many facets (Banerjee, 2007), as well as concepts around “responsible lobbying” (Anastasiadis et al., 2018).

This case presented the expansion challenges of CODEVI, a Dominican company, which established and operated an industrial (free zone) park in Haiti. Grupo M decided to move its operations when The World Trade Organization eliminated the quota system for apparel imported from the Far East Countries, and its CEO, Fernando Capellán, foresaw that the Dominican Republic would soon become non-competitive. At the time, an agreement between the US and Haiti, which gave preferential access to production from this extremely poor country, was being negotiated. In 2003, there were two sleepy towns at the Haitian-Dominican border: Dajabón, with about 18,000 inhabitants in the Dominican side, and Ounaminthe in Haiti, with about 40,000 inhabitants (with 90 per cent unemployment and over 80 per cent living below the extreme poverty line) on the Haitan side. These two locations were at the heart of a case that narrated how a complex international business operation resulted in an industrial park that has enjoyed considerable economic success, while simultaneously improving dramatically the living conditions of both border towns: Dajabón now has about 35,000 inhabitants and was a booming town, with a prosperous middle class; Ounaminthe now had 170,000 inhabitants (17,000 work directly at CODEVI), and was a city that essentially remained outside the chaos that often plagues the rest of Haiti. Additionally, a major impact of CODEVI was that it stopped the area’s illegal emigration of Haitians to the Dominican Republic, one of the Dominican Republic’s most pressing problems. But as the CODEVI industrial park has no area to expand, a decision must be made to either expand next to the present park, or at one of the three sister towns along the border. Such a park would have to be built from nothing, as was the case for CODEVI almost two decades ago.

MBA, executive and postgraduate.

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CSS 5: International Business.

1. To understand the importance of creating and implementing a vision for enhancing gender diversity and inclusion relevant to the manufacturing and engineering sector in an emerging market.

2. To develop insights into the vision and characteristics of an inclusive leader.

3. To evaluate the strategies and organizational levers that created and nurtured a climate of gender diversity and inclusion in Cummins India.

4. To identify organizational levers that will enable the sustenance and institutionalization of a climate of inclusion.

This case study traces a 16-year journey of diversity and inclusion at Cummins India, a subsidiary of the Fortune 500 manufacturing organization Cummins Inc. headquartered in the US. Initially spearheaded by Anant Talaulicar, and then continued by Ashwath Ram, gender D&I initiative at Cummins India has made significant strides. Talaulicar had an opportunity to immerse himself in the ethos of the parent company before joining the Indian subsidiary.

In India during the early 2000s the external environment was characterized by rapid technological and regulatory changes and increasing complexity. To make matters more difficult, the internal culture was steeped in a traditional manufacturing mindset marked by dismal female participation rate and an over-representation of locals with similar beliefs and value systems.

Given the mammoth task already taken up by Talaulicar by improving the diversity numbers from 3% to 33%, Ram had big shoes to fill. On one hand, he had to drive the business amidst uncertain market conditions; on the other hand, he had to carry on a legacy. Given that he himself had a lived experience of Cummins global values, he knew D&I was an integral part of the Cummins way of life. His familiarity with the socio-cultural challenges of the country coupled with his drive to continue and rejuvenate the D&I agenda, brought some interesting, yet challenging, questions for him. With the internal and external pressures looming large before him, could he institutionalize a climate of inclusion that could serve as a strategic lever to place the company on the path of growth, vibrancy and economic prosperity?

Through qualitative research conducted by the authors, this case study brought out learnings pertaining to linkage of leadership in creating a climate of inclusion and expansion of talent diversity through a set of people strategies and HR practices. The contribution of this case study is primarily to theory and practice in the field of Human Resource Management, D&I as well as in developing inclusive leadership.

MBA programs and leadership development programs

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CSS 6: Human Resource Management.

Learning outcomes can only be achieved through using case-based pedagogy. Instructors must encourage students to dive deeply into the case dilemma, so they are able to engage with the case objectives and questions, applying the appropriate theory. By doing so, students can provide solutions based on five core objectives. These are the objectives that students should learn after completing the case discussion: ■ Critique the marketing activities for implications of global branding. ■ Understand the turnaround strategies in the context of the digital economy and COVID-19 crisis to build a global brand and drive B2C customers from awareness and advocacy. ■ Suggest a map of traditional and digital marketing strategies to enhance the company’s efficiency and effectiveness. ■ Discuss the three main sources of influence marketers can implement to drive customers from awareness to advocacy across the customers’ path. ■ Discuss the application of the UN 17 SDGs practices in today’s fashion industry.

In 2018, Ali El Nawawi and Mai Kassem decided to start up the Scarabaeus Sacer brand to take their passion for social and human development and create ethical fashion streetwear. Scarabaeus Sacer was an Egyptian brand that sold 100% organic Egyptian cotton fashionable streetwear, and the core mission of the fledgling company was “promoting Egyptian organic cotton textiles with a premium quality globally” (Al Nawawi, 2021). While Scarabaeus was mainly guided by the well-being, sustainability, and mental health goals of the UN Sustainable Development Goals (SDGs) numbers 3, 8, 11 and 12 (good health and well-being; decent work and economic growth; sustainable cities and communities; and responsible consumption and production), their position as an advocacy brand was only beginning to be understood by their customers in Egypt. With the rapid increase of e-commerce during the COVID-19 crisis and their previous international experience, the co-founders wanted to achieve their mission of building a global brand that promotes Egyptian organic cotton and sustainability while offering unique designs of fashionable streetwear. To achieve this mission, the co-founders El Nawawi and Kassem faced major decisions related to marketing strategies at the beginning of 2020. These included how to build global brand awareness and brand advocacy for well-being, sustainability and mental health with a special focus on penetrating new markets (namely, Europe and the USA) to stock their products on e-commerce platforms and advocating their cause and increase their sales.

This case is suitable for graduate-level marketing courses in which it allows students to engage with classical marketing strategies, digital marketing, global branding, communication, media and sales within a management framework.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.