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The purpose of this paper is to identify low-costbus business models from different parts of the world and check their applicability in the Brazilian market. It also identifies crucial factors for the development of that kind of business and investigates the relationship between low-cost buses and other modes of transport. This research analyzes every relevant aspect to the applicability of low-cost business models in Brazil, driving to discussions and conclusions. The gains on the development of low-cost bus systems in Brazil may have a wide reach, from personal to general public benefits.

Business models for low-cost bus systems are used to analyze in a qualitative approach. The data are collected through semi-structured interviews, direct observations and documental basis. In addition, innovations over the previous five years are evaluated in order to establish a comparative pattern between companies.

There is a great potential in the Brazilian passenger market for the entrance of low-cost bus companies. The only question is just when it is the right time to enter that market. Most of the negative points presented for the implementation of a low-cost company are related to the current economical and political crisis in Brazil. It was identified as a potential cause for the overall decrease of the passengers market in recent years, and specifically of the bus passengers market.

The recent regulation changes, the high demand for passengers and even the similarity of possible routes in Brazil to the ones in Europe and in the USA make Brazil a fertile soil for the development of that kind of business. A similar price mechanism to the ones applied worldwide was also identified as doable in Brazil.

While the popular image of the Sherman Act is that of a “trust-busting” statute, conduct remedies have been more common than structural relief. This paper evaluates the effect on economic welfare of conduct remedies that have resulted from ten prominent Sherman Act monopolization cases. In general, we find that in some cases the behavioral relief has had no consequence other than the cost of litigation and cost of compliance; in other cases, the remedies probably reduced consumer welfare. Cases studied are United Shoe Machinery, AT&T, Std. Oil of California, IBM, United Fruit, Kodak, Safeway, GM, Jerrold, and Blue Chip Stamp.

The learning outcomes are as follows: to understand how organizations can leverage the built-in brand equity; outline the challenges of extending a strong brand; and ability to think about the core-essence of the brand impact and its perception among customers before deciding to extend.

JML was a 74-year-old company and was a No.1 player in the domestic market and No. 4 globally. It maintained this leadership position through a robust product portfolio and serving new needs and opportunities. Customers associated JML's products (buses and trucks) with high-quality performance, sturdiness & reliability. JML had a well-established brand – “Callisto”, in the heavy bus segment but saw an opportunity in light buses, which could be used within the city and for school and office commute purposes. They launched Callisto Lite, a variant of successful Callisto buses, in 2015 for cashing this opportunity. Though initially, the brand showed positive signs but soon lost the novelty value and saw low returns on marketing investments. Callisto Lite was also diluting the strong brand equity of the successful parent brand. The management was undecided as to what to do. Should they move out of the segment or continue? Each had its own pros and consequences, and the decision was not easy.

The case can be used in an undergraduate or a post-graduate management program to teach the core concepts of branding and brand extension. The case can be used in an introductory marketing course or elective courses like Brand Management and Marketing Strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to analyze the identification, evaluation and treatment of risks, as well as the appetite and corporate maturity in relation to enterprise risk management in the urban bus market of the city of São Paulo, Brazil.

A qualitative case study was formulated in two stages: the first one includes an interview with a bus market specialist and the second stage comprehends eight interviews with executives from bus chassis and coachwork manufacturers and bus fleet operators of this market.

The results show that larger companies tend to manage their risks in a more structured way when compared with smaller ones, although there are some exceptions. The most critical risks evaluated concerns to the political type followed by the economic/financial, strategic, environmental, social, operational, technological, image and ethical types; and the risk appetites are generally consistent with the risks criticality level.

This case study of an important sector in the economy can be emblematic for the adoption of good practices of risk management by managers.

Risk appetites are generally consistent with criticality and the main forms of treatment are to reduce, share and follow, linked to participation in representative associations.

Deutsche Bahn AG (Deutsche Bahn hereafter) was the former German railroad monopolist until deregulation in 1996. It was a well-known company that operated in worldwide markets for transport and logistics at the time of the case (late 2013). The case “Deutsche Bahn AG: a former monopoly off track?” focuses on the opportunities and challenges faced by Deutsche Bahn with regard to its position in the German individual transportation market. On the one hand, Deutsche Bahn is facing external problems. Increasing competition in short- and long-distance traffic threatens its strong business position. The competition emerged from a growing long-distance bus market and the increase in private railway companies. During the last few years before 2013, Deutsche Bahn has lost several public tenders for individual passenger travel in Germany. On the other hand, Deutsche Bahn has internal problems that endanger its image as a service company. A lack of service quality and the technical condition of its trains has led to rising numbers of customer complaints. In addition, staffing and punctuality problems have exacerbated the situation. One of the main technical issues the company faces is that ordered trains have not been delivered on time. Given the focus on Deutsche Bahn’s domestic challenges, its international business activities are tackled only briefly. While regulatory and political events have an impact on Deutsche Bahn, these are not the main subjects of the case.

This case has been written from public sources. Consequently, no company release is provided. None of the information has been disguised in any way.

The case is intended for use in a 90-minute strategic management class attended by students at the end of their undergraduate studies or in postgraduate study. Although the case relates to issues in strategic management, the special regulatory environment and some of the issues covered could make the case a useful complement in other classes as well, such as classes in supply chain management (procurement) or the management of public companies. Therefore, students should have basic knowledge in developing strategies, management, marketing, human resource management, and finance.

Strategic Analysis and Strategic Management, Railroad Logistics, Deregulation of a former Monopoly, Stakeholder Theory.

The public transport industry is one of the most competitive sectors in the UK with airlines, rail and bus operators all facing stiff competition not only from their direct rivals but also from other modes and private transport. The response of customers to improvements in quality of service by bus operators is discussed and evaluated using case studies, and proposals are made for future developments.

Electric street car (ESC) is a globally popular clean and safe electric transport system for urban agglomeration. India envisions achieving “all-electric transport” by 2030, yet ESC as a modal transport alternative is not distinct in the policy discussion. The emerging market for electric transportation in urban spaces requires a detailed demand study at the service user level to remove behavioural barriers and design integrated energy planning in developing economies. This paper explores the probabilistic uptake intentions of the daily public transport commuters for ESCs over e-buses from the only Indian city with operational ESCs, Kolkata.

Using a random utility model on primary survey data from daily commuters, the authors identify demographic, psychometric and socio-economic factors influencing probabilistic uptake of ESC over e-buses.

It estimates that 38% of the commuters demand ESC over e-buses, given the alternatives' comparative details. Factors like frequent availability and technological upgradation would increase the uptake of ESCs.

The study highlights that even though there are infrastructural challenges in the implementation of ESC, so does any other electric transport system; it is worth considering as a decarbonising transport alternative, given the high up-take intension of the users.

This is the first attempt to study the demand for ESC in developing economies, identifying the factors which may be considered in the sustainable urban transportation policy perspective.

The main purpose of this paper is to investigate the current manufacturing strategies and practices of bus manufacturers in China, and to propose a framework of manufacturing strategies for time‐based competitive advantages.

The conceptual research framework is devised from a review of the literature, and case studies are used to investigate the manufacturing strategies and practices in place in the case companies. Data are collected through semi‐structured interviews and secondary documentation.

The results show that, with over‐capacity in the Chinese bus manufacturing industry, success is no longer determined by high productivity or low price; a quick response to the customers' tailored demands is essential in a climate of fierce competition. The suggested best practices for time‐based competitive advantages comprise building technical centers and post‐doctoral research stations, applying modularity logic, adopting radio frequency identification (RFID), and optimizing processes by, for example, involving customers and integrating inbound and outbound logistics.

The research results are limited within the context of the bus manufacturing industry in China.

The research results help both the practitioners and the researchers gain a better understanding of the practices of Chinese bus manufacturers from the perspective of time‐based competitive advantage. The proposed strategies and best practices have the potential to improve the manufacturing performance of this type of manufacturer.

This paper shows the big picture of manufacturing strategy and practice of bus manufacturers in the Chinese automobile industry. Furthermore, it presents a manufacturing strategy framework with best practice guidance to gain a time‐based competitive advantage.