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The learning objectives of this case include:

▪ Outline the brand repositioning approaches that Equity Bank used in its various stages of growth.

▪ Identify the impact of Equity’s brand repositioning in supporting its growth.

▪ Develop a brand repositioning framework for Equity bank as a fintech.

▪ Identify the theoretical frameworks that informed Equity’s brand repositioning during the various growth stages.

▪ Suggest a theoretical framework that would help Equity to reposition the new brand in the market.

In March 2020, the Government of Kenya declared a lockdown to slow down the spread of the Covid-19 pandemic. The lockdown of entire economic sectors put pressure on the adoption of technology to deliver services such as education, training and financial services. Banks had to innovate ways of supporting customers transactions with minimal physical and cash contact. Equity Bank had been implementing a digital banking strategy which had demonstrated successful adoption. Covid-19 accelerated the adoption and usage of Equity Bank’s digital banking by consumers. The bank found itself in a new territory competing fiercely with new and more agile fintechs. Consequently, Dr James Mwangi, the Group Managing Director and CEO of Equity Group, was contemplating the possibility of bringing forward the bank's strategic intention of repositioning as a fintech. He was convinced that such a move would bring massive success to the bank’s digital banking strategy, achieve enhanced efficiency, improve customer experience and attract a new segment of digital-savvy customers. But he needed to carry the Board, his management team and customers along in this repositioning strategy without sacrificing the gains made in the consumers' minds about Equity's brand as a bank.

This case can be taught to graduate-level students of marketing courses. It can also be taught to participants of executive education undertaking short courses in in business management and entrepreneurship.

Teaching notes are available for educators only.

CSS 8: Marketing.

Aries Agro, an agribusiness firm, faced two prime challenges – the safety and productivity of its workers. When traditional software systems fell short of addressing these challenges, the firm contemplated the implementation of an IoT (Internet of things) based solution. This IoT based solution captures the movement of workmen and generates data from the sensors that help identify sources of inefficiency. In this case, we not only discuss the implementation challenges of an IoT based implementation but also how this solution can help to promote safety among the workmen and improve worker productivity by optimising facility layout.

Metacognition, learning how to learn, peer feedback and peer review.

Essay based on experience as a reviewer and editor and best practices.

This quick start guide provides a tutorial on how to review teaching cases and the associated instructor’s manual or teaching note. The purpose of this guide is to help develop the confidence and skill of novice reviewers and refresh and refocus experienced reviewers. Case writers may also use this guide to anticipate peer reviewer feedback and assess or refine their cases before submitting them to a journal. Reviewing is essential to the Academy – without peer reviews there would be no peer reviewed journal articles, a pillar of the tenure process. Reviewing is also a valuable way to learn, to keep current in a field and to be a good citizen – contributing to one’s professional community. This guide will help scholars become even more effective reviewers, writers and contributors to the Academy.

For academics interested in developing their case reviewing skills.

This is the third in a series of articles about case research, writing, teaching, and reviewing. In this article, the protagonist, Prof. Moore, receives mixed reviews on his case submission and learns how to respond to them in a positive way. The article is written as if it were a case; it is fictitious.

Marketing, Retail Marketing and E-commerce.

Graduate and Post-graduate.

The Future Group is the most profitable retailer in India without having any foreign direct investment (FDI). In September 2013, the retailer launched its online retailing platform, “Big Bazaar Direct” (BBD). BBD is a franchisee-based model which aims to partner with people having rich customer networks to reach more shoppers. This novice idea of BBD is the result of Big Bazaar’s greater mind share over its market share. Mr Kishore Biyani, CEO Future Group, has lot of expectation from this business model.

The outcomes include: to familiarize students with Indian Retail Industry; to develop student’s skills in critically analyzing an online retail-based new business model; and to explain key factors that work for success of a retail-based business model.

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

Microsoft employs 90,000 people and its products affect millions of users around the world every day. Developing the next version of Windows or Office is easy for Microsoft, but the company has struggled when it comes to more radical innovation. Intense competition from Google, Apple, and others threatens a business model that has delivered tremendous success over 25 years. This case highlights the strategic challenges facing Microsoft and provides insights into the organizational, leadership, and operational issues that must be addressed in order to define a successful innovation strategy at one of the world's most well-known companies.

The Performance Management at IRD Corporation case series is designed to be an in-depth study of performance appraisal in the R&D context. The case series can be used as a platform for discussing the rationale of performance appraisal system, system design and implementation, the differences between R&D and other work contexts (manufacturing, services, etc.), and the challenges involved in R&D management. This case revolves around the Chairman of IRD Corp and his dilemmas, providing an insight to the participants into the challenges of performance management and also R&D management. The series highlights the complex dilemmas associated with managing performance and the necessity of having a new performance evaluation system.

Part A – to identify the challenges of inducting and nurturing next-gen leaders, to outline the building blocks for the successful induction of the next generation into the family business and to spell the importance of mentoring conversations as a tool for successful induction in the family business. Part B – to define the basic tenets of effective communication-goal setting, planning and action using the goals, plans and action framework, to build a “listening” environment through understanding the hearing, understanding, remembering, interpreting, evaluating, and responding mode and to relate the importance of “questioning” in diagnosing a problem and reading both verbal and non-verbal cues in communication.

The two-part case describes the role of communication amongst young family business scions and a mentor’s role in shaping such communication. Part A traces the induction of Aditya Gandhi, a fourth-generation scion of Gandhi Gems and Jewels, a 110-year old Indian family business dealing in precious gems and jewels. It deals with the challenges of mentoring and successful induction of the next-generation into family business Part B of the case describes the communication between Aditya Gandhi and the proprietor of Gandhi Gems and Jewels’ key client, Ghanshyam Das. It deals with the tenets of effective communication as should be understood by young next-generation family members.

The case can be used in an executive programme for owners of family businesses or in an undergraduate or post-graduate programme in general business administration or family business management.

Teaching Notes are available for educators only.

CSS 11: Strategy.

“Jessica’s dilemma: honesty or loyalty” is the true story of a Staff Accountant, Jessica, who discovered embezzlement by the controller, Michael. Jessica worked at a US subsidiary of a multinational organization. One of the company’s vendors contacted Jessica regarding unpaid invoices. Following up on the inquiry, Jessica found suspicious manual journal entries in the general ledger. When she questioned her boss, Michael, about her findings, he first denied the situation, then blamed another employee, and ultimately tried to intimidate Jessica so that she would not press the issue. Jessica’s investigation led to the discovery that Michael had been embezzling money from the company. To complicate matters, Jessica and her husband had a close relationship with Michael and his wife outside the office. Jessica had to make a choice between being loyal to a family friend and being honest and loyal toward her employer.

The authors obtained the information for this case from the staff accountant and her husband via a series of interviews. The information was verified via publicly available news articles on the presented case. Additionally, legal documents, which were publicly available, were also used for information. The name of the company and the names of the individuals in the case were changed to protect the identities and privacy of the involved parties.

An instructor can use this case in business ethics, introductory management, human resource law or accounting courses targeting undergraduate or introductory MBA students. This case is best used in the beginning of the suggested courses, as the instructor introduces ethical dilemmas, ethical frameworks, and stakeholder theory. The case is designed so that students do not need a background in business or business ethics to be able to successfully complete the case analysis. Additionally, the case provides a platform to discuss the differences in an ethical vs an unethical manager and how to respond to such a situation.

Many employees are afraid to report ethical wrongdoing to upper management, or to engage in ethical dissent. When upper management is receptive to reports of wrongdoing, ethical dissent within the organization to upper-level management has more organizational benefits than when the issue is shared with coworkers or external agencies. This is because upper management has the power to make a difference in the situation and may be able to keep the situation within the organization to eliminate possible reputation problems for the organization. The presented case can be utilized to discuss the importance of feeling safe in an organization as it pertains to reporting wrongdoing within the organization and how organizational culture and leadership can enhance or diminish that feeling.