Case studies

To adapt to China's evolving market, McDonald's, an established giant in the Western fast-food industry, has advanced its digital transformation since 2016. McDonald's China collaborated with the company Target Social to develop algorithms that extract key information from big data, assisting marketers with social media insights, content creation, and influencer selection, achieving “circle-breaking” success in social media marketing. In today's rapidly developing technological landscape, digital marketing methods have become diverse and abundant. Why does McDonald's focus its social media marketing strategy on content “circle-breaking”? Can this strategy balance the goals of short-term sales and long-term brand mind-set?

BYD, a prominent automotive manufacturer, initially prioritized supplier certification compliance, and gradually evolveding to establish an integrated quality system. In pursuit of higher customer satisfaction and product quality, BYD underwent a progressive transformation in quality management encompassing four distinct phases by leveraging methodologies and tools such as Six Sigma, statistical quality control and Deming's Cycle. This case holds significant relevance within the realm of operational strategies in manufacturing, specifically pertaining to quality management.

In 2012, Vivian assumed the role of General Manager at the eBay China Development Center of Excellence (CCOE) with the objective of steering the growth of CCOE by initiating a cultural transformation plan. Vivian encountered numerous challenges in reshaping the organization as a new and female leader, especially facing her diminished authority when headquarters decided to realign reporting lines. This case, which illustrates real-world business scenarios, is designed to empower students to understand practices of organization transformation and leadership.

Be-Tiger Technology, a media technology supplier and advertising agency for car mobile intelligence established in 2015, is a hit in the taxi advertising industry. In response to intensifying competition, the founder Wang Jianfeng expands business from Shanghai to a nationwide scale, as well as reaching from business clients to individual customers. This case fits MBA and EMBA courses of marketing and business model innovation.

The Shanghai Eye Disease Prevention and Control Center, a public eye specialist hospital, is to introduce AI-based disease screening technology to facilitate examinations at community hospitals. By illustrating the difficulties encountered throughout pilot phase, implementation and promotion along with solutions, this case provides students with the dynamics of technology management and the impacts of technology adoption.

In 2007, Dr. Biwang Jiang, a scientist, returned to China to establish NanoMicro. For the first decade, he exemplified the spirit of a scientist by focusing intensively on the field of nanospheres. His perseverance in research and his breakthroughs in leading international technologies allowed him to identify two major application areas: flat panel displays and biopharmaceuticals. The flat panel display business helped his startup survive the initial years, while the rise of the biopharmaceutical sector provided the growth needed for the company's eventual listing on the Shanghai Stock Exchange Sci-Tech Innovation Board (SSE STAR Market). What distinguishes entrepreneurship by scientists? Should technology-driven companies find markets for their technologies, or should they develop technologies to meet market demands?

As the China retail market continues to evolve, traditional retail brands are seeking more effective channel management strategies, while emerging brands are exploring marketing models that transition from online to offline. This case, based on SO-IN Technology's digital service practices of “gig work + intelligent digitalization” in the China retail industry, delves into the business models of gig and crowdsourcing models as well as intelligent digital marketing services. It focuses on the strategic choices that SO-IN Technology faced: What challenges might SO-IN Technology's ‘gig economy + digital intelligence’ model face? What are the key factors that determine sustainable growth?

UCloud, a cloud computing startup founded in 2012, started with the gaming industry as target and later shifted its attention to serve traditional industries and government. After the outbreak of COVID-19 pandemic that disrupted the market, UCloud encountered the dilemma of the way it unfold its business: should the company prioritize strategic internet users who brought immediate scale profits, or developing traditional industries with huge potential but requiring more patience for payback? This case is relevant to strategy courses that cover topics of strategic management and target market.

By analysing and discussing the case study, students should be able to evaluate the factors responsible for social entrepreneurship, more specifically, Harinath Kashiganeshan as a social entrepreneur; explore the entrepreneurial intention of Kashiganeshan; understand the link between social entrepreneurship and community development; examine the role of social entrepreneurship with regard to Sustainable Development Goals; and evaluate the business model, supply chain and marketing strategies in the context of the protagonist’s.

The case study revolves around the entrepreneurial journey of Kashiganeshan, who shunned his lucrative career in the USA to revamp traditional Indian herbs for holistic health care. The protagonist returned to his roots in Pennagaram village, Tamil Nadu, India, back in 2015 and started researching the possibilities of Indian medicinal herbs which have the potential to cure complex diseases like arthritis, diabetes, anaemia and high blood pressure. While researching medicinal plants, he travelled across Tamil Nadu to identify traditional herbs with medicinal properties. He visited the local farmer’s market, interacted with them and shared the importance of organic farming. Subsequently, he became a strong advocate for organic agriculture and traditional medicine. He developed “Moringa Bullets”, made from medicinal plants to treat arthritis, diabetes, anaemia and high blood pressure. Along with preparing herbal concoction medicinal recipes, he started creating awareness towards organic farming among local communities. The motto was to help communities learn this recipe and prepare independently.

This case study is suitable for postgraduate students.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

After completion of the case study, students will be able to understand the importance of cultivating the ecosystem of a social enterprise and how social entrepreneurs may use them to leverage their success; analyze the rationale of profits for social enterprises; understand the meaning of social franchising and explore the mechanisms for expansion and sustainability of the café; and assess the impact of the social enterprise in terms of advocacy, awareness and implementation at the field level.

This case study aims to provide insight into the sensitive issue of acid attacks and aims to provide an understanding to the struggles of a social enterprise which has a mission to fight for the rights and the betterment of the lives of the acid attack survivors. It delves in to philosophy, business model and the potential future strategies of Sheroes Hangout café which is a project of the Foundation committed with providing decent employment opportunities to the acid attack survivors by providing them treatment, training and rehabilitation. This case study delves with the problem of the co-founders of finding that unique business model which would ensure expansion and sustainability of the café without compromising the core mission of the café – the upliftment of the acid attack survivors.

This case study is suitable for undergraduate students.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.