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The learning objectives have been prepared following Bloom’s taxonomy (Bloom et al., 1956). After completing the case study, the students will be able to identify and recall the prerequisites necessary for establishing a pathology laboratory. (knowledge); analyze the micro- and macroenvironmental factors considered by Mr Sabihul Haque in the development of the strategic plan for Healthcare Laboratories (HCL) (knowledge and application); explain the key components of the Porter’s value chain and their significance in the operation of HCL (comprehension and evaluation); use the TOWS analysis to map the internal strengths, weaknesses, opportunities and threats of HCL (application and synthesis); and analyze the challenges faced by protagonist in managing HCL and generate suggestions for addressing the challenges (analysis and synthesis).

HCL, an enterprise established in 2018 in Sahdeo Khap, Gaya, Bihar, India, aims to provide high-quality pathological diagnostic services in semi-urban and rural areas. This health-care initiative is pioneering, offering pathology services to make high-quality, low-cost diagnostic services accessible in rural India. In rural settings, numerous health-care hurdles make it challenging for individuals to access the care they need. Since its inception, HCL has expanded its reach to connect more areas, facilitating diagnostic services for people in remote regions. The establishment of laboratories in semi-urban areas aims to reduce patient travel time, costs and health risks by bringing services directly to their doorstep. Haque, the chief executive officer of the lab, grappled with multiple challenges, including selecting an appropriate location for the lab, recruiting and retaining skilled workforce, managing logistics supply, collaborating with local health-care providers, dispelling the stigma among the population that superior services are only available in cities and enhancing health literacy in rural communities. Following numerous meetings with Ms Ummati Naiyyer, head of operations, they worked collaboratively to address these challenges, developing a blueprint and future plan to operate services in rural areas. This case study provides insights into the obstacles faced by HCL striving for success in rural areas. It elucidates the beneficial application of the Porter’s value chain, along with an analysis of macro- and microenvironmental factors. Unique challenges such as societal stigma and mistrust are specifically emphasized. Students engaging with this case study will enhance their problem-solving skills through brainstorming and providing recommendations, contributing to potential solutions for HCL’s difficulties.

The teaching notes for the HCL case is designed to enhance the learning experience of undergraduate and graduate students within the context of the course. This case study serves as a valuable teaching tool, allowing students to apply theoretical knowledge to real-world scenarios in the health-care industry. The notes provide a framework for instructors to facilitate discussions, encourage critical thinking and promote a deeper understanding of key concepts related to establishing diagnostic laboratories in rural areas.

Teaching notes are available for educators only.

CSS3: Entrepreneurship.

After completion of the case study, students will be able to identify and discuss ways in which informal financing of the kind discussed in the case study can provide new or different opportunities for access to alternative financing schemes; assess the role of“social capital” in micro and small business development and to understand and apply the role of social capital for female entrepreneurs in the Global South; critically analyse and reflect on the new role of digital technologies in challenging traditional patriarchal social norms and exclusion and ultimately be able to evaluate the role of digital technologies in terms of its practical implications for female entrepreneurs; and understand the role played by socio-cultural and historical contexts in female-owned/managed businesses within informal sectors of the economy. Furthermore, the students should be able to discuss how these contexts provide opportunities or challenges for actionable/robust/relevant business plans for female entrepreneurs.

This case study aims to create a platform for classroom conversations around: context of entrepreneurship in informal economies, challenges of accessing finance, women entrepreneurship, opportunities of digital entrepreneurship and resource acquisition and social capital. Overall, this case study intends to inspire and cultivate additional voices to advance authentic understanding of informal business practices in the financial sector that go beyond traditional formal western settings. This case study is based on a true story relating to the “sou-sou” financing system – an informal financing scheme – originating from West Africa which has been transported to other parts of the world including Latin America and the Caribbean (LAC) and other parts of Africa. The characters involve Maria, the main protagonist; Eunice, from LAC; and Fidelia from West Africa. With first-hand information from Eunice and Fidelia, Maria learnt about the ideological principles and the offerings of flexibility, trust, mutual benefits and kinship of the sou-sou system and was inspired to integrate digital technologies as a sustainable game changer for accessing microfinance. This case study draws on the contextual understanding of the economy in the Global South as well as the gender-based aspects of entrepreneurship as key aspects of women entrepreneurship and digital entrepreneurship. The sou-sou system is presented as a practical solution to the challenges faced by women entrepreneurs in the Global South to access finances, and the integration of digital technologies is considered instrumental not only in reinforcing the traditional system but also in transforming the entrepreneurial prospects for these women.

This teaching activity is aimed at postgraduate students in Master of Management and Master of Business Administration programmes. It can also be used for short executive courses, specialised PhD seminars and advanced bachelor programmes. This case study could be taught in the field of entrepreneurship in areas related to technology, gender, women entrepreneurship and financing in the context of the Global South.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Forming ties with prominent partners can help convey greater status and legitimacy to the company (Hallen, 2008) and also increases the entrepreneur’s influence within their own network (Bonacich, 1987). This allows entrepreneurs to gain greater access to the information, experience or resources that the company needs.

The founders of the company provided us with access to the inner workings of the company, their mentors and advisors and themselves. The authors used archival research and interviews when preparing this case. Interviews allow for the development of uncensored, real-life insights into the entrepreneur’s business experience. The authors also interviewed two of their mentors and investors.

Having graduated from UMass Lowell with engineering degrees, co-founders Rajia Abdelaziz and Ray Hamilton build invisaWear into a venture, but they did not know much about business. With coaching from their mentors, Rajia and Ray focused on building their network to raise capital to finance the business. Despite all their hard work networking, however, they faced a hurdle. Rajia and Ray contemplated their dilemma. “Are the authors doing something wrong? What can the authors do differently to attract investors?”

This case is suitable for an undergraduate course in business or entrepreneurship. This case is intended to illustrate to both business and non-business students how entrepreneurs can go about building their networks to grow their businesses. Presented as a real-life example of how entrepreneurs build their networks, the case can also be used to hone in on select topics including mentoring, searching for resources and coachability.

The expected learning outcomes are to understand the complexities involved in the integration of two carriers with different business strategies and approaches, the merger of two brands with distinct personas and identities and the confluence of two different cultures; figure out the strategic options in front of the Tata Group and how it can deal with various macro- and micro-level business challenges, defy the financial hiccups and manoeuvre the operational complexities to accomplish mission Vihaan.AI; and develop a pragmatic approach to macro and micro business environmental scanning for making strategic business decisions.

In November 2022, Tata Group, the salt to software conglomerate, announced the merger of Air India (AI) and Vistara. This would lead to the formation of the full-service airline under the brand name “Air India”. The obvious reason behind this was the higher recognition, salience and recall of the brand AI as compared with Vistara in the global market. The Tata Group envisaged the brand AI to be a significant international aviation player with the heritage, persona and ethos of the brand Vistara in the renewed manifestation of AI. To realise these goals, Tata Group laid down an ambitious plan called “Vihaan.AI”, which was aimed at capturing a domestic market share of 30% by 2027.

This case study can be taught as part of undergraduate- and postgraduate-level management programmes.

Teaching notes are available for educators only.

CSS 11: Strategy.

Thematic area and related topics. The general thematic area involves the organizational culture of micro-businesses and also addresses the following related topics: entrepreneurship; formation of work teams; organizational development; and strategic planning. Courses where this case study may be applicable: enterprise pre-planning; development of entrepreneurs; and technological entrepreneurs.

MBA

It puts forward the scenario of a young entrepreneur following a course of study in systems engineering (Nacho), who identified a business opportunity in the area of customized software development. In order to exploit this opportunity, Nacho formed a partnership with a group of colleagues who were engaged on the same course of study; unfortunately however, it soon became apparent that the lack of administrative experience of the members of the partnership would present difficulties. To summarize, the case seeks to illustrate the importance of the evaluation of critical factors in the formation of work teams, using the formation of the OpenGate enterprise as a vehicle. In addition, it seeks to illustrate the administrative challenges facing such enterprises where the founders do not have a formal business background.

To stimulate reflection on the part of students about the importance of considering the strengths and weaknesses of business partners instrumental in new enterprise start-up. To identify critical factors related to the success of an entrepreneurial team. To identify organizational challenges for start-up businesses. Specific teaching objectives: identification of the following entrepreneurial characteristics: professional characteristics; experience; tolerance of ambiguity; sensitivity to business opportunities; and personal values. Identification of the following elements in the new business start-up team: organizational structure; culture; strategy; client relationships; and provider relationships. To propose organizational alternatives for the business based on an analysis of the aforementioned elements (definition of position profiles). To identify critical points in the management of the business (leadership, culture, organization, etc.).

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

The subject areas are strategic management, transportation management and business management.

This case is useful for undergraduate and postgraduate level students majoring in strategic management, transportation management and business management.

Etihad Rail Company is planning to implement a mega infrastructure project in the United Arab Emirates (UAE). They have included freight rail system as part of the 2030 Abu Dhabi economic vision and the UAE national Charter 2021. The plan is to link the UAE’s main cities via the Gulf Cooperation Council (GCC) border. This ambitious project presents a formidable task for the Etihad Rail Company and the region, as there is no previous railway history of this kind. The project requires coordination of rail standards from East of Ghwefatet and the Northern Emirates cities and will ultimately be combined with the Western Saudi Arabia borders. The transportation system in the region will be improved greatly with the introduction of a cargo and passenger railway system in addition to the current road system and other means of transportation. The Etihad railway network is the first infrastructure project in the UAE, and it will bring economic, strategic, social and environmental changes to the country. This case aims to present an overview of the strategic management dimensions of the Etihad Rail and the processes involved. This case will analyze whether Etihad’s top management team should make a decision to focus only on freight rail or to include passenger transportation as well. Many questions will be addressed in this paper such as the following: What steps should Etihad take to start passenger rail? Will economical, strategic and environmental aspects affect it? And if so, how? The case will focus on the analysis of the different aspects of Etihad Rail by using strategic management tools as guidance for implementation and determining its success factors.

In this case, the students can learn and understand the purpose of commencing cargo rail projects in the region; discuss the mechanisms which help in promoting sustainability and the business growth of Etihad Rail; and identify the challenges and issues freight rail may face in terms of legal, economic and environmental aspects and identify and alternative solutions.

Teaching notes are available upon request.

CSS 11: Strategy.

The Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes in their quest to win Olympic Gold medals by bridging the gap between the best athletes in India and in the world. The support from OGQ has been instrumental to India in winning its highest number of medals at any summer Olympics. Buoyed by this success, OGQ has set up a target of achieving eight Olympic medals at the 2016 Rio Olympic Games. With OGQ relying on donations to support the athletes, the challenge is to market the Olympic cause by creating, communicating, and delivering the right offering for its donors.

Marketing.

Post Graduate.

Rajiv Bapna and Pradeep Bapna co-founded Allied Electronics & Magnetics Limited (widely known as Amkette) in the year 1985 for the production of floppy diskettes in India. By the year 1995, Amkette was the largest selling floppy diskette brand in India. With the advent of new technology in storage media sale of floppy diskette observed a constant decline. By the end of year 2004, floppy diskettes completely vanished from the market. Amkette anticipated the changes in the computer peripherals market and introduced a wide range of products in storage media, wireless and wired peripherals, accessories and digital lifestyle products. After the launch of Evo TV on June 2012, Amkette was hopeful for a major success in digital lifestyle segment. Evo TV, a connected TV device, allowed consumers to use smart apps on their television sets and was a cost-effective substitute to Smart TVs. Amkette was betting very high on Evo TV for revenue generation and market development.

Following are the learning outcomes: to review the product life cycle of technology products, to understand evolving customers’ expectations and behavior, to assess the adoption process of innovative products and to explore the challenges associated with innovative products for market development.

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

CSS 8: Marketing.

The learning outcomes of this study are as follows:

Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the differences vis-a-vis the urban markets.

Teaching Objective 2: Students will describe about the push versus pull strategy and various channels of distribution in rural areas.

Teaching Objective 3: The students will explain the 4As of the rural marketing mix and apply the same in the context of the case.

Teaching Objective 4: The case can be applied with respect to the health-belief model to help students analyse the behaviour change model.

Teaching Objective 5: Students will analyse the challenges associated with supply chain and logistics in rural areas.

This case study looked at a start-up company Rugved Hygienecare Industries Private Limited and their sanitary napkin brand “Abolee” designed and targeted for rural women in India. Onkar Charegaonkar and Mithila Charegaonkar started this venture in December 2017, realizing that sanitary napkins solved a greater purpose of helping women hygienically manage menstruation, and at the same time, there was no threat to this product because over a period of time, it became a necessity of life. Onkar and Mithila believed in giving back to the society and at the same time generate revenue for their company. Onkar and Mithila needed to make a decision with respect to the distribution structure for Abolee to improve penetration in different rural areas of Maharashtra. Onkar and Mithila needed to strategize to create a remarkable impact in the rural areas. There were multiple challenges that were faced by Abolee, such as: creating awareness about hygienically managing menstruation options among women, ensuring that women consumers continue to use hygienic menstruation management material, creating a preference for Abolee among women consumers and deciding on whether to focus on driving sales through existing channel partners or to invest in finding out alternative avenues for selling “Abolee” in rural areas.

This case study was primarily written for understanding rural marketing aspects of marketing management courses at both the undergraduate level and the postgraduate level. This case study also indicated about the role of gender and its impact on consumer behaviour in rural areas. Although this case study was related to the rural Indian market, it can also be related to other emerging economies.

Teaching notes are available for educators only.

CSS8: Marketing.

Students will learn technology strategies specific to airports. Students will understand the reason for the success of Bengaluru International Airport. Students will learn to apply management models in airport settings. Students will improve their understanding of airport business, airport-related technologies, specifically in the Indian settings.

DigiYatra is a revolutionary initiative by the Government of India to digitalize all the airports in India, making your face your boarding pass. Bengaluru International Airport Limited (BIAL) is at the forefront of this initiative. As one of the early public–private partnership airports, BIAL has seen many challenges over time but could succeed in all its endeavour. The case discusses the journey of DigiYatra, which BIAL has taken through the eyes of the Chairman, Hari Marar. The case goes through several layers like initial planning, creating the team, implementation challenges, technology strategy adopted and how they tackled Covid lockdown challenges to complete the project's initial phase.

Post graduate students.

Teaching notes are available for educators only.

CSS 11: Strategy.