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Entrepreneurship.

The portable solar cooker case is appropriate for upper division undergraduate and graduate students in entrepreneurship, international, strategy or sustainability courses.

xCRUZA, a small industrial design studio in Buenos Aires, Argentina, has experienced limited success and expansion since the company was founded in 2005. Focusing on eco design principles, xCRUZA has maintained an eclectic design mix pertaining to product development in children's toys, medicine, and cleaning products. Challenged by a struggling Argentine economy, a population not focused on environmental concerns, and a general lack of capital availability, the founders of xCRUZA chose to design, develop, market and sell a portable solar cooker. The cooker was originally designed by two of the founders while studying engineering at university. While innovative and award winning in design, xCRUZA's solar cooker has proven to be a challenge to the founders' success both in getting their product to market and fulfilling the mission of the studio.

The learning objectives for the case include: to explore the challenges of an entrepreneurial start-up dedicated to eco design and sustainability principles, to examine market opportunities and consider approaches to selling in dissimilar markets, generate a discussion on strategies that xCRUZA has and can employ, to analyze the mission and direction of xCRUZA. Are they on the right track?

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

Entrepreneurship and family business.

The case is suitable for BA and MBA levels and for courses focusing on family businesses, entrepreneurship, or small and medium-sized enterprises.

The Gomez family is the owner of Colchones Eldorado, a Colombian mattress company, in business for more than 50 years. Its founder and CEO Gumercindo Gomez, 75 years old, had no succession plan but he wanted to ensure the future of his business. Given the urgency of this situation and the complexity of the family structure, Martha Gomez, General Manager, hired a consultant to design the succession plan. To prepare this plan, the consultant must take into account: the preservation of stock ownership within the family, the company's sustainability under the new CEO family member, and the assurance of the family harmony.

These include: understanding the characteristics of a family business in the Latin American context; recognizing the stages of the family ownership; and identifying personal characteristics and roles of family members in order to design the basis of the succession plan.

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 learning outcomes are designing an empresarial strategy and considering different business strategies and environment variables.

On November of 2015, Eduardo Castillo, General Manager of Late! (B Corporation) programed a directory reunion in which he had to pose a proposal of strategic expansion and growth for the company for future years. A fine of October 2015 publicly revealed the collusion of the two large conglomerates of tissue paper in the Chilean market, with this situation Eduardo took advantage of the discomfort of the consumers and looked alternative brands, he evaluates the launching of a new product: toilet paper Late!. Eduardo had to present at the board meeting the backgrounds to decide the expansion and the strategic growth of the company, taking advantage of the collusion case of the toilet paper or continue their successful project of bottled water.

This case focuses primarily on the processes of social enterprise for undergraduate or graduate courses in social entrepreneurship, business model innovation, sustainability, strategic management, emerging markets and business in Chile. Also, this case is also ideal to teach the “business model canvas” and “B Corp.”

Teaching Notes are available for educators only.

CSS 11: Entrepreneurship.

Marketing of financial products.

Graduate level. Occasionally, for undergraduate students with a strong background on branding strategies and strategic analysis. Applicable to analyze how companies can improve their branding strategies in highly regulated industries.

In 2016, Claire Solís was discussing with her team the paths to ignite growth and brand awareness of the only digital bank in Mexico. To better position the brand on the Mexican financial market, Bankaool had decided to go 100 per cent online, a branch-less institution. The case presents a condensed history of banking and the shifts in digital consumer behavior. As the case continues, Bankaool products are introduced along with some concerns to keep the business going, particularly, regarding the bank’s health and further growth. The newly appointed CMO and her team have to decide next steps to boost product growth just before the Fintech industry grows more mature and competitive – a scenario of more complex decisions. While they reckoned the potential of Bankaool in sales for the short term, they also need a strategy to position the Bankaool brand in the long term while they struggle with a need to accelerate growth and generate a return for investors.

To understand the launching of a new bank in the digital arena. To understand consumer behavior in a setting of increasingly higher digital coverage and diffusion of smart devices. To recognize that brand value goes well beyond product development and launch. To gain awareness on the perks and perils of a digital-only bank.

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.