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1 – 10 of 21Diana Ross, Kent Royalty and Karl Kampschroeder
This case, developed from a wide variety of publicly available information, presents ethical and economic issues arising from the development, marketing, and pricing of a biotech…
Abstract
This case, developed from a wide variety of publicly available information, presents ethical and economic issues arising from the development, marketing, and pricing of a biotech drug. Genentech developed TPA, the first genetically engineered drug that could be used in clot-dissolving therapy for heart attack, and marketed it as Activase. Public outrage focused on the disparity between the drug's $10 direct manufacturing cost and what Genentech charged for its drug. Activase/TPA was priced at $2200 a dose, raising immediate concerns about its affordability and therefore availability to those who needed it. Additional issues arise from other events, including concern over related-party relationships between the company and organizations which researched and recommended TPA, as well as aggressive marketing of TPA to physicians and the company's refusal to participate in an international drug study to compare TPA with competitor drugs.
Monsanto is facing an uncertain near-term financial outlook, and this case challenges students to generate an operating forecast (income statement and balance sheet operating…
Abstract
Monsanto is facing an uncertain near-term financial outlook, and this case challenges students to generate an operating forecast (income statement and balance sheet operating accounts). The case naturally lends itself to sensitivity analysis related to sales growth assumptions. Suitable for MBA and undergraduate learners, it covers the basics of forecasting without introducing the complexities associated with financing. A teaching note is available.
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With Method standing at number seven on Inc. magazine's list of the 500 fastest-growing companies in 2006, cofounder Adam Lowry is searching for a biodegradable cleaning cloth to…
Abstract
With Method standing at number seven on Inc. magazine's list of the 500 fastest-growing companies in 2006, cofounder Adam Lowry is searching for a biodegradable cleaning cloth to expand Method's line of “green” household products. Sustainable design principles have been a guiding force in Method's strategy, and being biofriendly is critical. So is sourcing in the United States. But only China can manufacture the corn-based cloth Lowry has in mind, and there is no way to certify that the product is free of genetically modified organisms. Lowry has to balance his firm's fundamental commitment to environmental sustainability against the fact that some retailers refuse to carry products containing GMOs.
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David Besanko and Brett Burgess
The case describes the competitive advantages that U.S. farmers enjoy in the global cotton industry and the subsidies they receive from the U.S. federal government. Arguments for…
Abstract
The case describes the competitive advantages that U.S. farmers enjoy in the global cotton industry and the subsidies they receive from the U.S. federal government. Arguments for and against the subsidies are presented in the context of global competition. The case includes the data needed to estimate a supply curve for 2004 cotton production and predict the average 2004 cotton price using total cotton consumption for 2004. Students can also estimate the result of eliminating the U.S. cotton subsidies on the average 2004 cotton price.
Students have the opportunity to learn about the history and structure of U.S. cotton subsidies as well as their impact on global cotton prices. Students also are able to practice building and interpreting an industry supply curve.
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Leena S. Guruprasad, Ashwini T.K. and Prathima K. Bhat
1. Analyze the factors influencing the creation of a social enterprise, while appreciating the theoretical perspectives on social entrepreneurship and social innovations. 2…
Abstract
Learning outcomes
1. Analyze the factors influencing the creation of a social enterprise, while appreciating the theoretical perspectives on social entrepreneurship and social innovations. 2. Analyze the impact of social enterprises on sustainable development. 3. Recognize the need for different types of strategies in the varied situation. 4. Analyze the business model.
Case overview/synopsis
Shashi Kumar, the CEO of Akshayakalpa Farms & Foods Pvt Ltd (Akshayakalpa), is determined to take the business to the next growth level. He has integrated technology to measure and monitor the quality of milk and to reach out to tech-savvy customers. Owing to the preservative-free and short life of milk, he believes that redesigning the marketing and distribution strategies is the only way to ensure the massive expansion and growth that will enable Akshayakalpa to reach out to customers directly and quickly. Another issue he was facing was a lag in receivables. Their receivables from vendors were delayed and held up because of issues related to product spoilage and returns. This has posed a liquidity challenge to Akshayakalpa. Amidst all these challenges, he wants to develop the best strategy to take the business forward to the next level.
Complexity academic level
This case can be used in undergraduate or postgraduate courses in Management, Social Entrepreneurship and Business Sustainability with special relevance to social enterprise creation, enterprise growth strategies, sustainable development, sustainable business models, etc.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 3: Entrepreneurship.
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After having discussed the case, the reader will be able to analyse the dangers associated with product changes; contrast various strategic marketing issues that can be considered…
Abstract
Learning outcomes
After having discussed the case, the reader will be able to analyse the dangers associated with product changes; contrast various strategic marketing issues that can be considered when implementing changes, including marketing communication and the use of social media; motivate an approach to customer complaints and comments on the launch of a new product; and comment on the ethical issues associated with new product launches.
Case overview/synopsis
Marketers are focused on satisfying customers’ needs, and no organisation would deliberately offend or alienate customers. Occasionally, organisations make decisions that anger customers as they do not understand the reasoning behind them. Sometimes, the decision is the correct one and once the company has clarified the reason behind it, the customer adjusts to the new situation. At other times, the consumer refuses to accept the decision and abandons the organisation or the specific product. This situation indicates some important negative outcomes for companies when making changes to product formulas. Social media allows customers to complain and comment, adding visibility to the situation. All these factors contribute to presenting management with a challenge in dealing with this situation, considering the needs of the company and balancing them with the customer reactions.
Complexity academic level
Third-year strategic marketing students MBA students (marketing courses)
Supplementary materials
Teaching notes (and necessary annexures) permissions.
Subject code
CSS 8: Marketing.
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Květa Olšanová, Gina Cook and Petr Král
This case was developed from both secondary and primary sources. The secondary sources include the company’s website and social media, social media sites and PR news reports…
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Research Methodology
This case was developed from both secondary and primary sources. The secondary sources include the company’s website and social media, social media sites and PR news reports. Primary sources include in-depth interviews with Nafigate Cosmetics executives. This case was classroom-tested with graduate students in an International Marketing course in Autumn 2021 and Spring 2022.
Case overview/synopsis
Nafigate Corporation is a small Czech company with a global presence and a solid organizational philosophy to create a better world through scientific knowledge and active use of technology. With innovative new products, Nafigate is poised to revolutionize the cosmetics industry. The case explores elements of branding, strategic decision-making and how to balance competing priorities during a company’s growth phase.
Complexity academic level
This case was written for use in International Marketing classes at the graduate level. In addition, the case could be used in International Marketing Communication courses and in CSR subjects. Students are encouraged to discuss building a competitive advantage, portfolio decisions in terms of brand differentiation, branding strategies, and most importantly, understand the complexity of the business decision-making process.
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Ritu Srivastava and Akhil Mangla
The learning outcomes are as follows: understand the challenges and opportunities of an unorganized business/informal economy; compare and contrast the applications of customer…
Abstract
Learning outcomes
The learning outcomes are as follows: understand the challenges and opportunities of an unorganized business/informal economy; compare and contrast the applications of customer engagement frameworks between small and big businesses; outline the steps in product design in a services context; discuss the services marketing mix as a part of the marketing strategy; and understand the need of scaling up the business operations in wake of new opportunity.
Case overview/synopsis
Sukhpal Dairy Farm (SDF) is a case of unorganized milk marketing in the Indian Emerging Market. Milk was sold as a commodity with a fragmented set of suppliers to only a small population. Changes in consumer demand, technology and supply chain presented huge opportunities to the small dairy farmer. But it was also a threat to him. The large corporater, players backed by strong logistics and supply chain operations support posed a big challenge to the small farmer who lacked scale and reach. Sukhpal, owner of SDF, struggled while considering the options to grow his business. He did not want to change the success factors of his existing business model that was based on word of mouth and customer engagement.
Complexity academic level
MBA students.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS: 8: Marketing.
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Vardhan Mahesh Choubey, Prasad Vasant Joshi and Yashomandira Pravin Kharde
This case study would help students in understanding the dynamics of logistics and logistics vendor roles and contributions to overall business operations. The case study covers…
Abstract
Learning outcomes
This case study would help students in understanding the dynamics of logistics and logistics vendor roles and contributions to overall business operations. The case study covers real-time information for applying the theoretical knowledge students gain related to the selection of logistics vendor. It would help students to understand and evaluate the dynamics of a new start-up related to cost, profits and dependency; understand and analyze the importance of third-party logistics (3PL) service providers in the supply chain; become aware of the key performance indicators (KPIs) important in the selection of logistics vendor; and develop and create measures for selecting logistics vendors on the basis of KPIs.
Case overview/synopsis
This case study was about an innovative start-up operating in the field of organic edible oils. The company catered to end consumers with its indigenous technology and processes. The innovative and healthy products were appreciated by the consumers, as was reflected in the surging demand figures. With the increasing popularity of organic products, the orders were surging. At the same time, issues such as damaged product delivery, increased cost per delivery of small packages and failure to deliver because of unserved pin codes by their logistics partners were being faced by the company. The case discusses the dilemma faced by the protagonist regarding the selection of the right 3PL partner. The case study is suitable for teaching courses in operations and logistics, supply chain management and entrepreneurship-related courses.
Complexity academic level
This case study is appropriate for postgraduate courses in entrepreneurship, operations management, logistics and supply chain management and general management.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS9: Operations and logistics.
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This case focuses on valuation using various methods to price a firm. Students attempting this case should know the basics of how to value a company using discounted cash flow…
Abstract
Theoretical basis
This case focuses on valuation using various methods to price a firm. Students attempting this case should know the basics of how to value a company using discounted cash flow, comparable multiples and comparable transactions. Students will need to calculate the weighted average cost of capital using comparable companies and the capital asset pricing model and determine differences in value created by an acquisition vs a leveraged buyout (LBO). The case also discusses qualitative issues in mergers, such as fit between target and acquirer, integration issues, potential high debt from LBO.
Research methodology
This case was library-researched, using Amazon and Whole Foods public filings and business press papers.
Case overview/synopsis
Whole Foods Markets received a buyout offer from Amazon. Whole Foods could solicit offers from other firms, including firms more directly in the grocery business. Whole Foods also considered a management buyout or purchase by a private equity firm. Whole Foods had underperformed, with a falling stock price and reduced profitability. Amazon’s bid was attractive, a premium of about 40 per cent over Whole Foods’ pre-merger stock price. Whole Foods also wanted to consider issues such as culture. Whole Foods’ strategy was to sell organic foods at premium prices, while Amazon was a retail discounter with a largely online business.
Complexity academic level
This case is appropriate for graduate students at the end of their introductory course or for graduate or undergraduate students in a corporate finance elective, particularly a merger/restructuring elective. The case has been used in an advanced undergraduate finance elective, with a team presenting the case to the class, with remaining students in the class required to write case summaries and questions for the presenting group.
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