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The author used narrative research as a research methodology.

Winston Thompson is the new Residential Manager of Drayson Residential Complex at Sybel University. After meeting with staff in his area of responsibility and learning about the complexities of his new position, Winston needs to determine the best way to build positive relationships with each member of the leadership team in his complex. In this case, students are challenged to determine the best relationship building approach for each staff member using concepts from leader–member exchange theory while also taking into consideration issues of race, age and gender.

This case is written for undergraduates in either an upper level leadership or organizational behavior course. The case can be adapted for graduate courses and executive education depending upon the work experience of the individuals.

This teaching case focuses on the field of marketing, particularly, the situation of building a global brand as small and medium-sized enterprises (SME) internationalizing from an emerging market.

It is recommended for postgraduate and post-experience students, for example, in MBA programmes and executive education courses.

This teaching case focuses on the field of marketing, particularly, the situation of building a global brand as SME internationalizing from an emerging market. It is recommended for postgraduate and post-experience students, for example, in MBA programmes and executive education courses. BOS Brands provides an interesting case on the internationalisation experience of a Born Global firm, particularly from an emerging market context. This medium-sized South African business develops, distributes and markets Rooibos-based beverages in Southern Africa and Europe, with eyes on a broader global presence. The case provides insights into the strategic decisions required to successfully take a medium-sized business into competitive foreign markets without the capital and support enjoyed by many larger multinational corporations. Among other issues, BOS Brands provides fertile ground to explore the selection of target country and entry mode, overcoming cultural and physical distance, opportunity recognition and the roles of networks and innovation.

The expected learning outcomes are to: analyse the decision-making process of the internationalising SME in terms of internationalisation factors, timing and phases and evaluation of potential target countries and entry mode options and launch marketing approach; understand the complexities of marketing in a foreign cultural and business context (including cultural and physical distance); and develop alternative marketing strategies for an entrepreneurial SME to grow internationally given limited resources.

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 paper are as follows: to uncover the social innovation in the peacebuilding model of the Children for Peace Initiative (CPI); to identify the key success factors of the CPI model; to discuss the sustainability of the model of CPI-Kenya; and to apply the contact theory and personal transformation theory to CPI model.

The case is written to address the issue of intercommunity peacebuilding between the Pokot and Samburu. It focusses on social innovation in peacebuilding implemented in seven villages among the Pokot and Samburu. The activities revolve around the involvement of children as key actors in peacebuilding and the exchange of heifer between the communities to sustain the peace. The heifer is one of the sources of conflict. In this case, this powerful cultural symbol is used to create bonding and friendship between the conflicting communities. While there were many peacebuilding attempts in the pastoralist communities, CPI-Kenya introduced a model that focusses on building a new human relationship between the communities. It includes all the social groups of the communities, making it more successful and sustainable than other previous attempts.The two co-founders, Monica Kinyua and Hilary Bukuno, narrated the story of how the CPI-Kenya started, highlighting the uniqueness of their peace-building approach and the strategy they adopted to build a new relationship between the communities. They shared powerful stories of how CPI managed to bring a peaceful living between the Samburu and Pokot in Baragoi, particularly in Amaya and Longewan villages.In the beginning, the main challenge for the CPI-Kenya team was finding the right approach to implement their peace innovation by making children become the catalyst of peace in their communities. With children at the centre of the CPI model, the best approach was getting entry through schools. The school is an accepted social system that has over time gained trust from all parents who send their children there.The case provides the students with the element that is essential for social innovation in the community. The students can learn from the case the importance of collaboration for social initiative, community engagement and inclusive peacebuilding. It portrays a unique strategy in community leadership and management. Further, the students will learn one concrete application of the human contact theory and personal transformation theory. The case highlight how cultural symbols that are sources of conflict can be turned into the symbol of peace. Starting with one group of people in a community and growing into other groups in the same community through a ripple effect.

The case can be used for Master’s and Doctorate.

Teaching notes are available for educators only.

CSS 11: Strategy.

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.

Marketing management, brand management, brand loyalty, brand consumer behavior.

MBA program or the Executive Education program.

Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty.

The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use.

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

Entrepreneurship, Strategic Management, Social Sector.

The case can be used in undergraduate, graduate and executive education courses in entrepreneurship and strategic management. It is a perfect fit for executive sessions at incubation centers for not-for-profit (NPO) start-up social enterprises. The case is aimed at early-phase social entrepreneurs and those interested in the field.

Anthill Creations (hereafter referred to as Anthill) is a NPO organization engaged in building low-cost sustainable playscapes for underprivileged children. Their mission is to “Bring Back play” in the lives of millions of children of marginalized communities by building sustainable playscapes. It is an effort that contributes toward the objectives of clause 1.2 (Ministry of Human Resource Development, Government of India, 2020), on “Early Childhood Care and Education” (ECCE) in the new National Education Policy (NEP) 2020 of India as released on July 30, 2020. The ECCE clause emphasizes the importance of “learning through play”; and recognizes it to be central to quality early childhood pedagogy and education. Anthill has been working on the same philosophy since its inception in 2016. They have successfully built 300 playscapes across 18 states of the country and impacted the lives of more than 200,000 children. The playscapes are built using upcycled waste material, such as scrap tires, waste cable and oil drums; further, they use local resources and contextual designs and built them by mobilizing community participation. The playscape play elements provide for unstructured free play for children and encourage them to use their imagination to invent new games.

Pooja Rai – the founder and CEO of Anthill Creations, an architect by discipline started the NPO immediately after her graduation. It was her “calling” in life that pushed her to quit a corporate job in the early stages of her career and instead pursue a career in the social sector. The case details her methodical approach in pursuing her intuitive response to a social need, the way she adopts a lean start-up framework to set-up Anthill, her frustrations, personal resilience and ability to balance different stakeholder interests as she treads the difficult journey of building the awareness of inculcating play as a pedagogy in the early years of childhood development.

The case provides data on the large proportion of the marginalized population in India and the abysmal conditions of the Indian Government schools. The objectives of clause 1.2 on ECCE in NEP 2020 show the Indian Government’s good intent. And yet with the prevailing conditions, the policy’s ambitious target of universalization of ECCE by 2030 (Chanda, 2020), seems a mammoth task, even for the Indian Government.

On the other hand, Anthill as a small NPO of young dedicated individuals is invested and experimental in their approach; they have a tested model but financial dependency limits their activities. The ECCE clause is a sign of new hope for NPOs such as Anthill who want to reach out to millions of Indian children from marginalized communities. What could be a compatible, perhaps complementary or even skillful pathway to integrate Anthill’s tested model of building sustainable playscapes with the Indian Government’s good intentions of universalization of ECCE by 2030? How could Anthill “scale” for a systemic “impact”? Should not the NPOs, early childhood development researchers, funders and government authorities study collaboratively instead of the present siloed approach so as to bring about a systemic change in the thinking lenses about “play” to be an integral part of early childhood development? Rai ponders on the above questions.

To explain the importance of one’s purpose (calling) in life and how the authors can identify with it.

To explain how an intuitive response to social need can be complemented with a methodical approach to social entrepreneurship.

To discuss the importance of business model canvas from the social sector lens.

To explain the important elements in sustaining small start-up social organizations.

To discuss and evaluate the options an early-stage social enterprise can engage into “scale” for “impact.”

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

International wine marketing, focusing on the emerging importance of Hong Kong as a wine business hub in the Asia Pacific region.

MBA or year 3/4 undergraduate business course. Some prior knowledge of organisational structure, management decision–making, marketing principles and consumer behaviour will be helpful.

Sinolink is a small family business that successfully made the transition to become one of the largest local wine dealers in Hong Kong, trading internationally and growing phenomenally through a combination of management and marketing savvy. Its story is worth telling at a time when Hong Kong is emerging as an important wine business hub in the Asia Pacific region. It faces new opportunities and challenges in such a dynamic environment.

Some learning points are: how vision and leadership affects business strategy; international supplier relationship and product knowledge as critical foundations for the wine business; customer relationship management and marketing as competitive strategies; and flexibility in response to operational considerations and challenges is vital to success

Teaching notes.

This case describes the growth of ReNew Power during its first decade of operation. Sumant Sinha, a first-generation entrepreneur and former banker, founded the company, which grew from a modest generator-cum-developer of wind energy-based electricity to one of India's largest companies in the renewable energy sector. With the entry of large, well-funded players such as Tata Power and Adani Green into the Indian renewable sector by the end of 2020, Sinha had to make a strategic decision: should ReNew continue to organically scale up its presence in an increasingly competitive yet expanding Indian renewable energy sector, should it diversify geographically, or should it pursue emerging opportunities for vertical or horizontal integration within the sector? The case provides an opportunity to discuss how alternative business models and competitive scenarios may facilitate or inhibit the growth of a player in the renewable energy sector.

Strategic management, HR Management, Change management, Marketing.

Potential audience. This case will serve to undergraduate students, master level students, in the subjects, entrepreneurship, managing change, marketing, H&R management, strategic management.

The Brunes Company was founded in 1994 by Gerond Cela and his brother, with the goal to provide quality products for bathrooms in the then-emerging Albanian market. During the next few years, it had grown into one of the biggest wholesale and retail chains in Albania, with huge portfolio of goods for home refurbishing. The beginnings were very humble. Armed only with the high school diploma in textile trading, born and raised in an ex-communist country without developed entrepreneurship culture, Gerond set off to Italy, a popular destination for young Albanians who were looking for an opportunity to escape the pitfalls of the post-communist transitional economy. Gerond recognized the huge gap in the market for imported tiles in his home country, so he began importing quality Italian tiles in 1994. Initially, he was doing the wholesale from his truck, due to the lack of retail stores. He focused on increasing customer satisfaction and built the company name as trustful provider of quality goods. This strategy brought him less profit, but his long-term goal was to build the company name and to establish it as a trustful provider of quality goods. In 1999, he bought 18,000 m² (for 50.000 euro) land on the highway Tirana-Durres, 7 km from the city centre, which proved to be extremely worthwhile in the long run because the price of the land had skyrocketed up to ten times during the next decade, due to the economic development of Albania. In 2004, Gerond and his brother epitomized their business idea. They entered the market of home furniture. In 2009, the company expanded further in country towns like Lezha, Saranda and Fier. After two decades of establishing his company as a market leader with approximately 30 per cent of market share, Brunes Company is at the crossroads. On one hand, it is pressured by very stiff competition in the form of their main competitor Delta Home, which succeeded in taking 10-15 per cent of the marketing just in one year. On the other hand, the company has been stagnating for some period without a concrete plan to overcome this problem, as well as without a clear strategy for the future directions of the expansion. To diversify the company’s portfolio, Gerond built a factory for tiling accessories which will cost 8 million Euros and employs about 30 workers.

Specific objectives of the case are as follows: to portray individuals who became successful primary through their leadership abilities, and to examine how their experiences and values contributed to the success of their business; illustrate the impact on operations of an increasingly competitive environment and how this environment affects the need for a change in strategy; identify the challenges of selling luxury goods in a competitive retail environment; to assist students to critically think about diversification strategy; to gain an understanding how to adapt to change; to discuss for issues that must be changed (culture, people, technology, values and philosophy of leadership, marketing, business model), to grow.

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 11: Strategy

Marketing.

This case can be used in an international marketing course or module, at executive or MBA level, and is particularly suitable as a case on global branding.

MTN was launched in 1994 as a leading provider of communication services, offering cellular network access and business solutions. After building up a successful operation in South Africa, achieving a market share of some 38 per cent (second only to Vodacom, the dominant mobile telecommunications provider), the group began its expansion into the rest of Africa in 1998. It was the first South African cell phone network operator to do so. The objective of this expansion was, despite the uncertain political and regulatory environment, to take advantage of the market opportunities in Africa, given its underdeveloped telecommunications infrastructure and the transferability of MTN's skills into other African countries. At the time of the case (June 2005), MTN had established itself in eight different African countries, with a subscriber base of 14.3 million in South Africa and 2.9 million in the rest of Africa, with plans for further growth in the territory and elsewhere. As a result of this international expansion, a major challenge was to ensure consistent branding in the different countries.

The expected learning outcomes are: to explore the challenges of international expansion into new markets; to understand global brand building strategies, how to create a consistent identity and how to build a services brand; to understand the challenges of implementing a marketing change strategy across different countries with different cultures and with employees with different agendas and to highlight the importance of people in providing a service and in delivering the brand promise.

Teaching note.