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Through the subject of business network dynamics, this study aims to examine how business network relationships impact company entry market and development within fast growing economies as China. The paper looks at business network relationships in a fast-growing economy and provides an understanding of the relational perspectives in internationalisation of three luxury fashion companies and their entry models affected by the China context-related variables.

The methodology is following a qualitative approach, based on multiple case-studies research, proposing three cases of companies entering the Chinese market in the luxury and fashion industry.

The research analyses the local business network paths and how they affect the entry strategy through the socio-cultural and political players. The paper adds knowledge to studies in market entry and business networks, in the fast-growing economies area, with its new norms and values.

This study tries to analyse how business networks and related relationships “with Chinese characteristics” affect the market entry strategy in the internationalisation path from the perspective of the luxury fashion industry sector. In so doing it tries to provide an original further development of business network models within the new Chinese context.

Upon completion of the case study, students will be able to assess the business environment a firm faces and develop strategies to match its strengths and weaknesses vis-à-vis opportunities and threats; formulate growth/expansion strategies for a firm; and evaluate resources of the firm to develop a competitive advantage.

The case describes the journey of Praajasv Foundation, an institute that provides coaching for students pursuing civil service exams in Gujarat. Established in 2019 in a rented space in Ahmedabad, Praajasv made a name for itself in the competitive market of civil service exam coaching by 2022, thanks to its expert tutors and focus on quality education. However, with the changing dynamics of the industry, Malhar Bhatt, the COO of Praajasv, must navigate the institute to strengthen its position. The increasing number of aspirants for the Class-III cadre exams and the presence of strong national competitors pose significant challenges for Malhar in terms of strategic planning. The rise of online education as an alternative to classroom teaching has also altered the competitive landscape of the industry. How do these trends impact Malhar’s plans for Praajasv? How should Malhar plan to expand the Praajasv Foundation in the coming years?

This case can be useful for students majoring in strategic management and marketing management at the master’s level

Teaching notes are available for educators only.

CSS 8: Marketing.

The case study aims to help students/learners to analyse the role of perception and its linkage to an entrepreneur’s decision-making process in setting up a social entrepreneurship venture during the COVID-19 pandemic without any prior entrepreneurial experience; understand the definition and meaning of social enterprises based on concepts/theories of social entrepreneurship; identify if AgriVijay fits the outline of a social enterprise based on its vision, challenges faced and journey as an agriculture-based technology-oriented social venture (AgTech SE); and outline the future path of AgriVijay as an independent business (post its incubation support period) using suitable strategy and funding models related to for-profit social enterprises.

This case study details the fascinating journey of a social AgTech venture – AgriVijay – through the perspectives of the protagonist Vimal Panjwani, a budding agri-business entrepreneur. Fuelled by a desire to empower the farming communities, Panjwani with the support of his dynamic mother, Shobha Chanchlani, embarked on the challenging task of crafting a business model that sought to merge community welfare with profitable enterprise. The case study illuminates the protagonist's background, revealing Panjwani’s motivations, risk-taking tendencies and the pivotal role played by his co-partner and mother, Chanchlani. It also highlights the challenges encountered by the protagonist in setting up a technology-based social entrepreneurship venture along with its success in making a social impact across marginalised farming communities. Through all this, the case study also highlights the major dilemma of the protagonist – that of continuing to balance AgriVijay’s core mission of “empowering the farmers” with profitability and long-term growth beyond its limited incubation support period, and his own dilemma of venturing into a social enterprise as a start-up venture without any prior entrepreneurial experience. The case study through its narrative encourages the readers/learners to understand the evolving dynamics of a nascent social entrepreneurial venture in a developing economy and how such a balanced model can actually be the harbinger of social impact and change in similar economies with large rural farming and marginalised communities.

The case study is most suitable for postgraduate management, weekend executive learning or distance learning students in agri business, sustainable business, social entrepreneurship and allied management domains. It can be used for teaching and learning topics related to entrepreneurship, new venture strategy, leadership and motivation, with a specific focus on agriculture business, agricultural entrepreneurship, social entrepreneurship and sustainable ventures.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This study aims to analyze the establishment of sustainable microfranchises by women victims of the conflict (WVC) entrepreneurs who suffered the consequences and impacts of the longest-running internal conflict in the Americas. Additionally, this research seeks to underscore the transformative role of women entrepreneurs-for-peace (WE4P) in a post-peace agreement society.

This study seeks to contribute to theory building on sustainable business models (SBMs) at the base of the pyramid (BoP) theory from a single case study of the Colombian microfranchise TechOil. The theoretical sampling process guided the selection of data sources, which include semi-structured interviews, company and microfranchise donors’ reports, websites and external expert interviews to support the findings. The research adopts a framework of intro-entrepreneurship characteristics, ambiance, organization and sustainability.

TechOil offers a valuable case study for understanding how the phenomenon of microfranchise as an SBM spills over the BoP and promotes gender equality. The authors also developed a new SBM typology by extending the theory inductively.

The paper highlights WE4P and introduces microfranchises as a new SBM typology, offering insights into policy, practice and societal transformation in post-peace agreement zones.

The issue of WVC entrepreneurs in post-peace agreement settings remains under-reviewed and under-theorized. This study’s originality lies in introducing microfranchises as a new SBM typology, emphasizing the importance of gender equality and women’s roles in sustainable development and addressing the overlooked link between entrepreneurship and peace, contributing to global applicability.

Este estudio tiene como objetivo analizar el establecimiento de microfranquicias sostenibles por parte de emprendedoras Víctimas del Conflicto (WVC, por sus siglas en inglés) que sufrieron las consecuencias e impactos del conflicto interno más largo en América. Además, esta investigación busca resaltar el papel transformador de las mujeres emprendedoras por la paz (WE4P) en una sociedad posterior a un acuerdo de paz.

Este estudio busca contribuir a la construcción de teoría sobre modelos de negocios sostenibles - SBM según la teoría de la Base de la Pirámide - BoP a partir de un estudio de caso único de la microfranquicia colombiana TechOil. El proceso de muestreo teórico guió la selección de fuentes de datos, que incluyen entrevistas semiestructuradas, informes de la empresa y donantes de microfranquicias, sitios web y entrevistas con expertos externos para respaldar los hallazgos. La investigación adopta un marco de características introemprendedoras, ambiente, organización y sostenibilidad.

TechOil ofrece un valioso estudio de caso para comprender cómo el fenómeno de la microfranquicia como SBM se extiende más allá de la BoP y promueve la igualdad de género. Los autores también desarrollaron una nueva tipología de SBM al extender la teoría de manera inductiva.

El artículo destaca a las WE4P e introduce las microfranquicias como una nueva tipología de SBM, ofreciendo ideas sobre política, práctica y transformación social en zonas posteriores a un acuerdo de paz.

El tema de las emprendedoras WVC en contextos posteriores a un acuerdo de paz sigue siendo poco estudiado y teorizado. La originalidad de este artículo radica en introducir las microfranquicias como una nueva tipología de SBM, enfatizando la importancia de la igualdad de género y el papel de las mujeres en el desarrollo sostenible, y abordando el vínculo pasado por alto entre el emprendimiento y la paz, contribuyendo a la aplicabilidad global.

Este estudo tem como objetivo analisar o estabelecimento de microfranquias sustentáveis por empreendedoras Vítimas do Conflito (WVC) que sofreram as consequências e impactos do conflito interno mais longo das Américas. Além disso, esta pesquisa busca destacar o papel transformador das mulheres empreendedoras pela paz (WE4P) em uma sociedade pós-acordo de paz.

Este estudo busca contribuir para a construção de teoria sobre modelos de negócios sustentáveis - SBM segundo a teoria da Base da Pirâmide - BoP a partir de um estudo de caso único da microfranquia colombiana TechOil. O processo de amostragem teórica orientou a seleção de fontes de dados, que incluem entrevistas semiestruturadas, relatórios da empresa e doadores de microfranquias, sites e entrevistas com especialistas externos para respaldar os achados. A pesquisa adota um quadro de características introempreendedoras, ambiente, organização e sustentabilidade.

A TechOil oferece um valioso estudo de caso para entender como o fenômeno da microfranquia como SBM se estende além da BoP e promove a igualdade de gênero. Os autores também desenvolveram uma nova tipologia de SBM ao estender a teoria de forma indutiva.

O artigo destaca as WE4P e introduz as microfranquias como uma nova tipologia de SBM, oferecendo insights sobre política, prática e transformação social em zonas pós-acordo de paz.

O tema das empreendedoras WVC em contextos pós-acordo de paz ainda é pouco estudado e pouco teorizado. A originalidade deste artigo reside em introduzir as microfranquias como uma nova tipologia de SBM, enfatizando a importância da igualdade de gênero e o papel das mulheres no desenvolvimento sustentável, e abordando o elo negligenciado entre empreendedorismo e paz, contribuindo para a aplicabilidade global.

The case study used a mixed-method approach, combining qualitative data from interviews with Ross Black and quantitative data from company financials and market reports. The analysis focused on understanding the strategic decisions, operational challenges and market positioning of Get Simple Box.

Get Simple Box, led by Ross Black, specializes in versatile portable storage solutions, offering container rentals, sales, modifications and delivery services across seven locations. With a focus on simplicity and essential modifications like windows and AC units, the company has generated over $10m in revenue, primarily from container sales. Using a service-oriented approach, Get Simple Box emphasizes direct local business communication and cost-effective solutions, differentiating itself from competitors. Applying Oliver Gassmann’s Magic Triangle framework, the company targets diverse customers, maintains streamlined operations and provides practical value, positioning itself strongly in the growing market for shipping container solutions.

Undergraduate Business Students in Management, Marketing and Entrepreneurship.

This case was developed via primary data collected from personal (one to one) interview with the CEO and founder of Dialogue in the Dark Malaysia (Dialogue Malaysia), Stevens Chan. With Stevens’ contact, the authors also conducted personal interviews with Kaye Chan (co-founder and wife of Stevens Chan), Lynn Foo (project manager since inception until early 2022) and Dr Foo Yin Fah (academic researcher in social entrepreneurship and advisor for Dialogue Malaysia). Secondary data included reports on visually impaired context in Malaysia, Dialogue Malaysia’s annual reports and online articles. Prior to the primary data collection, the authors obtained ethics approval from the University Human Ethics Committee (Project ID: 35461).

This case narrative focuses on Stevens Chan, a blind social entrepreneur who champions the empowerment of the disabled and marginalised community. Through a social franchising model, Stevens founded Dialogue in the Dark Malaysia in 2012. As a social start-up, Stevens showcases the strengths of blind and visually impaired individuals through transformative experiential encounters and reimagining future possibilities. Although there are constant challenges in securing financial and human capital, Stevens never lacks psychological capital, characterised by hope, self-efficacy, optimism and resilience. His vision is to educate society on the power of empathy (and not sympathy) and to create a holistic experience of celebrating diversity and inclusion through an innovative discovery centre, where the elderly and the disabled community (including the deaf, mute and those with mobility issues) share their lives with the public through fun activities. However, the future of this social enterprise is uncertain, and this case invites participants to embark on this journey with Stevens to uncover future pathways for growth and social impact.

The case is tailored for higher level undergraduates and entry-level and mid-level managers of executive education programs.

This study aims to critically examine the implementation of green supply chain management (GSCM) practices in service organizations in Thailand.

This study observed 17 service organizations in the private, government, state and non-profit sectors. The multiple case study method was used, including semi-structured interviews, observations and documentation. The data were analyzed using content and thematic analysis methods. Abductive reasoning was used to explain new findings that do not align with prior theories.

A total of 13 of the 17 cases studied had environmental management systems (EMS). Four were GSCM-proactive and moving toward sustainable sufficiency by involving nearby communities in their service delivery. Although regulations and policies from their head offices were key pressures, leaders with high commitment and eco-awareness achieved outstanding success. Instances of greenwashing and fraud were evident among four non-adopters, one of whom was an environmental regulator.

This study acknowledges that leader commitment and high eco-awareness are the most powerful factors. However, the limited timeframe did not allow a deeper exploration of how to create a socially responsible leader. While the openness of information was evident from the best practitioners, non-adopters did not share any eco-certification or reports. They did not allow the researcher to contact other potential respondents apart from the arranged interview sessions. However, correct data were obtained when the answers were contradictory and one(s) told the truth.

A sustainable and sufficient service supply chain model and new equation were proposed, embracing stakeholders such as society, regulators and employees. Recommended practical strategies include green procurement, reduced utility use and reverse logistics (3Rs and 5Ss).

In the GSCM theory, while the manufacturing sector focuses on economics and the environment, green practices in the service sector address social concerns. This study establishes connections between four concepts: EMS-founded GSCM, leading to repeated use of materials in a circular economy (CE). CE is thus the pathway to reducing consumption and achieving real happiness through a sufficiency economy philosophy (SEP).

At the end of the case study exercise, students will be able to evaluate a company’s competitive standing and formulate business growth strategies based on internal and external environment analysis, develop business strategies for a company to strategise product offerings and recommend promotional strategies for a company to best market new product offerings.

This case study is about the Central Production Unit (CPU), a wholly owned subsidiary of Sirah Heritage Holdings Sdn. Bhd. (owner of the popular restaurant brand “Tuuu […] Dia Pak Tam”), which was initially set up to standardise production for the whole company. However, ever since the subsidiary was set up, the management realised a few pertinent issues that needed their attention. Firstly, the CPU was underutilised even with the large number of Tuuu […] Dia Pak Tam restaurants across Peninsular Malaysia. Furthermore, the CPU was also tasked to introduce new products and services that could attract consumers and increase the visibility of their restaurants, but the company had no idea how to promote its new products. This study aims to look at the issues faced by the CPU by applying analytical tools such as SWOT analysis, Ansoff matrix and promotion mix.

This case study is designed for undergraduate and postgraduate students who are taking courses such as strategic management, marketing management and business development. This case study can also be used by training departments, corporate trainers and other relevant managers to improve growth strategies using business theories.

Teaching notes are available for educators only.

CSS 8: Marketing

The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels will likely increase. Consequently, the purpose of this research is to examine how the context in which CCI’s occur (i.e. virtual vs in-person) and the frequency of their occurrence affects customer identification, leading to increased customer engagement and more favorable purchase behaviors.

Two studies were conducted to test the proposed models and hypotheses. The sample for Study 1 is comprised of college students taking in-person or online classes (n = 290). In Study 2, members of an online brand community (n = 125) were surveyed. Hypotheses were tested using structural equation modeling (SEM).

Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions and heightened identification between customers. Study 2 further examines the CCI frequency-identification link and finds that customer-firm identification is the only form of identification that affects CEBs and purchase behaviors.

Limited customer engagement research has examined the effects of CCIs on CEBs, and research has rarely compared in-person to virtual CCI contexts. This paper addresses these shortcomings by testing the effects of in-person and virtual CCIs on CCI frequency, identification and CEBs. This research fills another important gap in the literature by considering the unique effects of specific dimensions of customer identification on CEBs and purchase behaviors.

This study analyzes how small French retailers are adapting their front-office to the digitalization of their business environment.

The qualitative study focuses on dynamic capabilities of 27 independent French retailers, in a wide variety of sectors.

The digitalization of small retailers does not date from the pandemic health crisis. Small retailers are willing, agile and organized to make controlled progress, ranging from the visibility on social networks to online sales with its specific logistical constraints. Even if their presence on marketplaces is trickier to implement, it represents the culmination of the digitalization process, once their online store has been launched. The digital transformation of independent retailers should be less radical than for large retailers.

By distinguishing between the concepts of adaptive, absorptive and innovative capabilities, this research highlights strong differences between small retailers, that is SMEs, and larger companies. In terms of adaptive capabilities, it confirms that small retailers are not embracing digitalization as a fad, but because of real changes in the market, and particularly in demand. In contrast to large companies, small retailers drive it more around external objectives linked to their intimate knowledge of changing customer behavior (customer centricity). In terms of absorptive capabilities, the success or failure of digital transformation weighs directly on the entrepreneur's shoulders, but is less hampered by technological legacy. Despite interviews only conducted in the Paris region, it converges with professional studies carried out on a larger scale in France. Its widespread use is certainly easier in countries at the same stage of commercial development.

In terms of innovative capabilities, independent retailers need to focus on four key areas: reinventing the in-store experience; increasing visibility on social networks; creating an online store; being present in one or two marketplaces or creating a common platform with other local merchants.

This research is one of the first to analyze the digital transformation experienced by small structures. It draws on the concept of dynamic capabilities, well-suited to technologically and commercially dynamic markets. It puts into perspective studies carried out in other countries on less diversified types of shops. Unlike other studies examining the front office, it does not exclude stores and SEO in marketplaces.