Case studies

The learning outcomes of this study are to examine the financial performance of Bangalore Metro Rail Corporation Ltd. (BMRCL) during past five years, to compare the financial performance with the initial projections, to identify the causes of deviations in the performance, to recommend the measures to improve financial performance and to apply the learning from the BMRCL project to other similar upcoming projects in India.

BMRCL has been struggling to perform as per projections made in the initial detailed project report. The situation has further worsened because of the COVID-19 pandemic and its post-impact on the overall economic level of activity. Ramana Rao, the consultant for infrastructure projects, was worried after reading a news article which deemed the project a white elephant. Various articles published in the newspaper also reported that BMRCL was incurring a loss of Rs 45 lakhs every day. The consultant worried about the sustainability of the project. He wanted new ideas and plans which could turn around these losses and convert them into profitable ones. He, however, does not have any immediate plans to execute and is therefore in a dilemma about how a project that was launched with so much fanfare could be made profitable. Because of COVID-19 pandemic, BMRCL’s financial situation, which although improving, had taken a significant hit. It looked like the corporation might need government assistance to cover its losses. The transport utility suffered a loss of Rs 170 crore, as a result of a decline in ridership as well as other revenue sources including parking fees and leasing revenues. This amounted to a daily loss of Rs 1 crore. The pressure on revenues was putting the officials in a tight spot about meeting the company’s debt obligations and market borrowings.

The case study aims to enable participants to understand financial performance and viability of large-scale projects such as metro rail in India.

Teaching notes are available for educators only.

CSS 1: Accounting and Finance

Services Marketing: People Technology Strategy (Eighth Edition) By Pearson, Authored by Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta, 2017; Service-Marketing: Text and Cases (Second Edition) By Pearson, Authored by Harsh Verma, 2011.

Students will gain an understanding of business models, which has a positive impact on the environment.

This case study intends to help learners understand the concept of segmentation, targeting and positioning (STP) in the case of services. The idea of services is different from that of a product as in services; intangible elements dominate the value creation. By exploring the practical scenarios faced by the protagonist, in this case, readers would enhance their problem-solving abilities in similar situations.

Prerna is the founder of Ecoplore, an aggregator cum booking platform for eco-hotels. It onboards hotels only if they are made up of vernacular architecture and maintains at least 33% of greenery on its premises. Listed properties also harvested rainwater, used renewable source of energy, used sustainable options instead of single use plastic, composted organic waste. Most of these properties grow vegetables, fruits and herbs, and the visitors enjoy homemade organic meals. Ecoplore is the only aggregator platform to visit and verify these eco-hotels directly. Ecoplore is an early-stage startup; all customer queries were handled by Prerna, on-call or through a chat box. It included interacting with prospective clients, understanding their requirements, suggesting the most suited options and booking the eco-hotels. Prerna had to spend most of the time interacting with clients. Over time, she comprehended that only a few prospective clients became Ecoplore’s customers, and the conversion rate was low of owing to various reasons like ticket size, clients' age and psychology.

For students: This case is aptly designed for marketing students pursuing Bachelor’s in Business Administration and Master of Business Administration courses to understand and apply STP theory and service marketing concepts.

CCS 3: Entrepreneurship.

The learning outcomes of this study are as follows: this case deliberates the strategic design and business model that provides entrepreneurial opportunities to re-sellers and small business owners; this case discusses the complexities and opportunities related to using social media (Facebook) as a selling platform; this case provides a thorough understanding of the direct-to-consumer model; this case helps students understand the concept of social commerce in emerging markets; and this case discusses brand-building tactics, particularly for online businesses.

This case is about the entrepreneurial venture of three women on Facebook. A venture that started with the simple thought of creating a trusted selling and buying platform with convenience has turned into an opportunity for thousands of other women to become entrepreneurs and start their businesses with minimum investment and low risk. Shoppers Darbar is an online shopping portal on Facebook that started in 2016. This is a private group exclusively for women with more than 165,000 registered members, which saw a boom during the pandemic and merged as a parallel platform of e-commerce retail sites and physical stores and exhibitions. Although social commerce in India is still in its growing stage, it is facing indirect competition and an identity crisis. Hence, to build Shoppers Darbar as a brand and retain vendors, founders need to find methods within Shoppers Darbar’s limited means to sustain and create a community of sellers and buyers for getting more and more business for the vendors associated with them.

Postgraduate level.

Teaching Notes Consent Letter Annexure 1.

CCS 3: Entrepreneurship

The case explores Ayesha’s reasoning, who is also a financial expert, regarding how she approaches the question of Riba (interest) so that she can maximize her financial returns and remain true to her religious identity. The discussion in the case revolves around alternate rationalizations as to why Riba (interest) continues to remain important for many Islamic investors.

Historically, the prohibition of Riba (interest) prevented the exploitation of the poor borrower who was charged exorbitant interest rates by wealthy lenders. In the modern day, a banking system which operates in a regulated setup and charges market-based interest rates, the rationale regarding the exploitation of the poor seems less compelling. Furthermore, other economic realities such as inflation and currency fluctuations further lend support to protecting one’s investments through prudent financial decisions. In this case the authors approach this decision regarding the prohibition of Riba (interest) in Islam from the point of view of the protagonist, Ayesha Bhatti, who is religiously conscious and is faced with certain personal investment choices.

The case focuses on one of the core issues of Islamic finance (IF), that of the prohibition of charging Riba (interest) on debt and the reasons behind this ruling. The relevance of this prohibition to modern day financial markets is essential to understand IF.

Teaching notes are available for educators only.

CSS 1: Accounting and Finance.

The case is suitable for both undergraduate and graduate business students. The suggestions in the teaching note would suit classes of varying sizes and can be organized by teams or for individual work.

The case is suitable for classes discussing a range of topics including business ethics, values-based leadership and entrepreneurship. The case is told from the perspective of a Hispanic, first-generation female CEO in tech – a male-dominated field. As some of its decision points include discussions with other female entrepreneurs in similar positions, this case is also suitable for discussions on gender and minority leader representation.

This case tells the story of a female tech entrepreneur in Baltimore, how her personal values influenced the values of her company and how she successfully applied those values even in the early stages of her venture. It includes a discussion of her former career in the military and her experiences as a first-generation American.

The case offers several decision points where students are invited to anticipate and discuss the protagonists’ values and their application of them in her work. It likewise invites students to reflect on their own values and how they influence their business decisions. As the case is based on true events and uses real names, students may also perform research on the real business and its context to extend this case even further.

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

Women are chronically underrepresented in leadership positions and some choose to become entrepreneurs because it offers a surer path to CEO roles. Additionally, this case offers some perspective on the different leadership styles of women, such as this protagonist’s choice to allow her personal and corporate values to drive important early decisions for her business. The instructor and students also may wish to focus on aspects of the case related to the protagonist’s ethnicity and her family’s status as recent immigrants to the USA. Ideally, class discussions will consider the protagonist holistically, and her identities as intersectional.

CSS 3: Entrepreneurship.

Graduate or Undergraduate Entrepreneurship Majors

Entrepreneurship/Venture Capital (VC) Investing

The case highlights a women-founded venture capital firm that values investments in diverse entrepreneurs and an innovative retail business started by two minority entrepreneurs. Students will be asked whether the firm should invest in the venture and will also be asked to discuss models that may help transform the retail business into a VC-backed scalable technology business.

By the end of the discussion, students will be able to evaluate the feasibility and scalability of a new business venture; and evaluate the alignment between a venture capital company and a new venture.

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

This case highlights the lack of resources for women and minority entrepreneurs as well as the underrepresentation of minority women in the VC industry.

CSS 3: Entrepreneurship

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

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

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

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

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

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

CSS 3: Entrepreneurship

The case describes the origins of money, touching on the gold standard, the Fed’s 1942 purchase of US debt to fund the “war effort”, Bretton Woods (1944), Nixon’s 1971 pulling the currency peg and descent of money from gold to fiat. It also touches on theories of inflation and deflation, quantitative easing (QE) post the 2008 crisis and the “swamp” of (unorthodox) modern monetary theory (MMT). Aside from providing a brief history of monetary policy and economics, the case study seeks to widen students’ understanding of key economic issues including: fiat money, QE, government funding mechanisms, taxation, economic stimulation, inflation/deflation – and of course, the need for an ombudsman to limit excess.

In May 2020, South Africa’s deputy finance minister David Masondo announced that he would support the South African Reserve Bank’s lending to the government. This statement followed President Ramaposa’s earlier announcement of a R500bn COVID-19 stimulus package. The case explores the economic history of money, from barter to gold to cryptos. The case examines the origins of central banks’ printing of money, initially to support the Second World War effort and more recently the 2008 global financial crisis and now the COVID-19 crisis. In particular, the case raises the question of central bank independence – “democratically elected governments always need money, is it appropriate for central banks provide it? And are there limits?”

MBA and Executive Education

Teaching Notes are available for educators only.

CSS: 1 Accounting and Finance.

This case study provides students with the challenge of advising a small restaurant reeling under the impact of the Covid-19 crisis in South Africa. In the process, they must use their analytical skills combined with tools derived from value-based management theory to develop a revised business strategy for the owner.

Agility in any business in modern times is essential to survival – and this is particularly so for small, entrepreneurial enterprises that lack the history and resources to survive dramatic changes in the operating environment. A small restaurant in the coastal holiday village of Port Alfred, South Africa is managing to deliver a reasonable return for its owner, a former corporate financier from Johannesburg. The Covid-19 crisis requires a fundamental rethink of business strategy to ensure a future for the business.

This case study is ideal for a module in entrepreneurship for delegates in a diploma, undergraduate or postgraduate degree.

Teaching Notes are available for educators only.

CSS: 3 Entrepreneurship.

The main learning outcomes that can develop from this case are as follows. These have been articulated for an approximately 90-min class discussion. Opportunity identification in times of crisis: at a macro-level, the case serves to illustrate the nature of identifying and exploiting opportunities in times of crisis. In particular, it shows how an agile small team and quickly respond to need and develop a sustainable and scalable business. Pivoting the business model: the case raises an interesting and important debate as regards what constitutes a “pivot”. While the classical interpretation would be a change in direction without a change in strategy, this case within the context of Covid-19 challenges this definition. Resource use and allocation: The case illustrates well how existing resources, networks and skills can be used in a very different business venture to alleviate immediate cash flow needs and potentially build another business venture.

This case study explores how two Cape Town-based entrepreneurs, Josh Meltz and Adam Duxbury, responded to the Covid-19 crisis and the subsequent lockdown in South Africa. The pair had built a successful swimwear brand – Granadilla Swimwear – and two other businesses: a function venue and a kombucha brand sold at a well-known food market. As the Covid-19 lockdown tool effect, the entrepreneurs saw not only declining revenue in their food and function venue business but were about to enter a six-month period of negative cash flow on their seasonal swimwear business. The entrepreneurs saw an opportunity to deliver food boxes of fresh fruit, vegetables, bread and other staples within the Cape Town metropolitan area. Their kombucha brand had a ready-made food processing and handling facility (including cold storage) and existing relationships with customers, suppliers and other vendors at the food market gave them ready access to a range of locally produced food products available immediately and on consignment. Meltz & Duxbury quickly launched an online shop and started marketing via Instagram. Within 48 h, they were delivering food boxes, with little risk and upfront capital investment. As the lockdown continued and other competitors entered the market, the team wondered at the longevity of the pivot and whether this was a business that would sustain itself or whether it was just a short-term fix for their immediate cash flow problems.

Undergraduate and postgraduate

Teaching Notes are available for educators only.

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