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?

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.

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.

The case study aims to achieve the following learning objectives post discussion by the students: evaluate Social Entrepreneurship Quotient of Anish Malpani, founder of WITHOUT; understand Sustainable Development Goals to which the start-up aims to contribute; apply the framework of SWOT analysis to the social start-up; and analyze triple bottom line and triple top line concepts to identify approach of WITHOUT.

Malpani’s eco-conscious start-up named “Ashaya Recyclers Pvt. Ltd.” is the first of its kind in the world, selling sunglasses made from recycled postconsumer metalized multi-layered plastic packaging (MLP) under the brand name WITHOUT. MLP generally ends up in landfills. It is a low-value, high-volume composite waste that is considered economically and technically “impossible” to recycle. The founder wanted to do something good out of the recycled stuff instead making money. Will Ashaya’s early breakthrough and now patented technology be able to bring significant change in the waste management system in India?

This case study is suitable for undergraduate BBA and postgraduate MBA courses.

Teaching notes are available for educators only.

CSS 4: Environmental Management.

After working through the case and the assignment questions, students will be able to:

▪ Examine Ecuador’s business environment where coffee shops and similar companies operate.

▪ Evaluate the marketing challenges for an enterprise, particularly for a café business operating in Ecuador.

▪ Explain the marketing strategy for a café company to attract a variety of new consumer segments domestically and abroad.

▪ Discuss relevant international market entry strategies given the specificities of the environment in which a company operates.

▪ Describe the advantage of contemporary marketing tools in sustainable market expansion of a café business.

Richard Peet and Soledad Hanna turned their coffee shop business, Sweet & Coffee, into a flagship brand in Ecuador. Their coffee shops successfully promoted the culture of consuming coffee and sweets throughout Ecuador and grew exponentially to 129 stores. However, Sweet & Coffee faced significant challenges entering new states in Ecuador, with considerable investment in central kitchens and logistics. Despite the challenges, Peet wanted to continue opening new Sweet & Coffee stores across Ecuador. However, owing to Ecuador’s fast-changing and unpredictable external environment, Peet needed to make new adjustments to its marketing strategy to reposition Sweet & Coffee for a bright future. International market expansion was an option.

This case is helpful for advanced undergraduate or graduate courses in marketing and strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

After completion of the case study, students will be able to enumerate the unique process of project management, address unforeseen challenges in large-scale projects and develop strategies for mitigating risks. This case gives an opportunity to learners to analyses the time impact of failure of such infrastructure projects using project evaluation technique. The students would be able to discuss the social and financial implications of such mishaps on the overall economy.

The case tells the story of Gokhale Bridge in Andheri, Mumbai which serves as a vital link between the densely populated suburb’s, eastern and western part. Originally built in 1975, the bridge collapsed in 2018. The 90-m bridge reconstructed in just 15 months was lauded as an “Engineering marvel” by Brihanmumbai Municipal Corporation (BMC), a civic body responsible for Mumbai’s infrastructure. However, during the grand inauguration on February 26, 2024, a critical misalignment with the adjoining CD Barfiwala Flyover was revealed. This 2-m gap rendered the bridge inaccessible to motorists, undermining its intended purpose and frustrating commuters and residents. The case highlights systemic issues in operations and challenges faced by the BMC. Despite the BMC’s substantial budget and history in managing Mumbai’s infrastructure, the Gokhale Bridge debacle raises serious questions about project management. Amidst public criticism, BMC threw the buck on railways and hired two reputed Engineering colleges to propose solutions to rectify the menace. This situation emphasizes the need for meticulous oversight and risk analysis in civic projects, making the Gokhale Bridge a symbol of both ambition and caution. The case study is intended for Graduate, Postgraduate students in Project management and operations. It is also beneficial for Executive education programs intended government officials, civil servants and project managers.

Undergraduate, Postgraduate, Executive education.

Teaching notes are available for educators only.

CSS 9: Operations and Logistics.

The case was an application of a market demand and supply mechanism and its impact on the product’s price and focus on the following objectives:▪ Analyze the vegetable market in India and the challenges faced by the farmers (tomatoes) using demand and supply concepts.▪ Examine the impact of price elasticity on the revenue of the farmers.▪ Assess the challenges faced by the government in controlling prices of vegetables and food inflation.▪ Evaluate diversification strategies in agriculture to mitigate risk.

The market for tomatoes was highly cyclical because of erratic rainfall, and farmers went through a difficult time, especially when the prices fell below the cost of production. They moved out for crops that had stable prices. They expected government support for price stability. Government and policymakers considered price fluctuations a short-term phenomenon that required limited interventions when prices were high. This case was about Dilip, a farmer who was into farming tomatoes on a large scale in Karnataka, India. He was facing a dilemma as to whether he had to continue or move to other crops because of the low price of tomatoes in May 2023 or to diversify into some small but related business. He was worried at the same time, curious to understand the volatility in the prices of tomatoes, government responses, risks and returns associated with the cultivation of this crop and Agri-supply chain. Based on his understanding, he should make decisions to continue or diversify into some other farming or related business.

This case was written for microeconomics and managerial economics of undergraduate and postgraduate students. This case demonstrates the application of the demand and supply mechanism for a perishable product such as tomatoes. Price fluctuations are common in these markets because of various uncontrollable factors such as rain, pests and natural calamities. The case could show the relationship between the firm’s elasticities and revenue. This case also highlights the policy constraints in controlling the prices in the short run. This case could also be used for understanding macroeconomic concepts such as food inflation and its impact on general price inflation. The students or target audience with a background in the functioning of the markets could very well relate to the concepts discussed.

Teaching notes are available for educators only.

CSS: Entrepreneurship (3); Management Science (7).