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?

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.

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.

Students will learn to:

1. Assess the hiring challenges of HR managers in emerging markets.

2. Illustrate the application of generative artificial intelligence (GenAI) tools in the hiring process of new ventures.

3. Evaluate the effectiveness and challenges of technology-based hiring.

The case study centres on Hamada Tea Co. Ltd., exploring its hiring challenges in emerging markets. The protagonist, Hema, the company’s executive director, is grappling with whether to invest in GenAI-based hiring tools or continue with the manual scouting process. The case highlights her journey in recruiting a retail sales executive, providing a detailed look into the hiring difficulties unique to new ventures. Designed for students interested in understanding recruitment processes, this case aims to teach the complexities of hiring in new ventures with resource constraints. Through this case, students can examine how GenAI can potentially overcome these challenges and enhance the effectiveness of hiring processes.

This case can be used for undergraduate and postgraduate students to teach the hiring process and its challenges. It is suited for courses that cover introduction to human resource management, digital transformation in HR, entrepreneurship, talent management practices and GenAI in recruitment.

Teaching notes are available for educators only.

CSS 6: Human Resource Management.

After completion of the case study, students will be able to understand various capital raising instruments and their impact on different stakeholders; analyse the financials of a company to select a fitting instrument; and communicate the company’s decision effectively, paying attention to language and style.

This case study describes the funding choices available to Tata Motors Limited (TML), a major global automobile manufacturer based in India. Owing to a very high debt-to-equity ratio and very low debt service coverage ratio, the company urgently requires a fresh inflow of funds to bring its debt levels down and sustain growth. This financial state does not benefit the company in the short or the long run. TML has various options: Rights Issue, Qualified Institutional Placement, Preferential Allotment, Global Depository Shares and Follow-on Public Offering. Each mode has implications for individual stakeholders like the management, promoters, institutions with significant and minor stakes, and retail investors. The dilemma before TML is to choose the best capital-raising mode that suits the current requirements. This case study requires participants to choose an equity-raising mode that satisfies the stakeholders and communicate their decision tactfully to the general public.

This case study is suitable for participants in a regular or executive MBA programme. It is designed to introduce the concepts of capital raising, the different instruments available for capital raising and the fundamentals of financial communication. This case study can be used in MBA courses like corporate finance, financial markets and business communication.

Teaching notes are available for educators only.

CSS1: Accounting and Finance.

The case is designed to exemplify the following microeconomics concepts:

▪ factors affecting demand and supply;

▪ movement along the demand and supply curves;

▪ shifts in the demand and supply curves;

▪ price elasticity of demand and supply in the short run;

▪ the cross-price elasticity of demand;

▪ regulated markets; and

▪ government import policies.

Dr Sania Rizvi, an agricultural economist and head of the task force committee on rising food prices, was heading the meeting, focusing on the unprecedented increase in food items generally, mainly the trek in tomato prices. Sania, who had ten years of experience in food supply chain dynamics and market analysis, adopted a thorough approach by considering all the elements influencing tomato prices. This included analyzing issues related to production at the farm level, logistical difficulties, market demand and import policies. The year 2022 brought with it exceptional circumstances of massive monsoon floods, affecting the supply and demand factors in the tomato market. This led to sharp hikes in prices, actual and artificial supply shortages and changes in consumer demand because of expectations of future supply shortages. The massive floods during the monsoon season destroyed standing tomato crops and damaged transport infrastructure, creating a supply shortage. Surviving tomato crops were hoarded by profiteers in hopes of driving prices higher. The Government of Pakistan relaxed restrictions and taxes on tomato imports from Iran and Afghanistan to ease the situation. Moreover, the lack of temperature-controlled storage environments for perishable products, such as tomatoes, presented a significant challenge for the tomato supply chain, particularly in times of crisis, such as the one witnessed in 2022 in Pakistan. Sania’s report was anticipated to play a crucial role in formulating initiatives to alleviate the burden on consumers and establish long-term stability in the market.

Undergraduate and graduate-level programs.

This case is designed for undergraduate and postgraduate courses in a management program focusing on microeconomics. In particular, the theme covered is supply and demand and elasticity analysis. It can also be used in agricultural economics, public policy, supply chain management, and executive training to familiarize participants with these concepts.

Teaching notes are available for educators only.

CSS 10: Public Sector Management.