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1 – 10 of 89Melodena Stephens Balakrishnan and Immanuel Azaad Moonesar
Health Management and Leadership, Marketing Social Causes, Strategy, International Business.
Abstract
Subject area
Health Management and Leadership, Marketing Social Causes, Strategy, International Business.
Study level/applicability
Post-graduates, Practitioners.
Case overview
General Electric has been operating in the Middle East, North Africa (MENA) region for over a century. GE is committed to corporate citizenship having launched ecomagination in 2005 and healthymagination in 2009. For sustainability, GE believes that both innovation and localization are critical. This case deals with contextualization of breast cancer campaign for the Kingdom of Saudi Arabia through healthymagination. Rania Rostom, Communications Director, Middle East, North Africa and Turkey region, GE, reviews the campaign implemented and looks at roll-out across the MENA region. The situation is unique, as breast cancer strikes women in the region ten years earlier than the West, and the cultural context does not allow the discussion of the topic in public. One of the peculiarities of this region was the high penetration of social media and its large adoption rate by the young. GE used a unique Facebook campaign to drive awareness on the topic, encourage screening appointments, seek treatment and reduce the discomfort associated with the process.
Expected learning outcomes
On completion of utilizing the case study as an exercise, students should be able to gain case-specific skills – critically examine the importance of the consumer behavior, health marketing, marketing strategy and aspects of international business in the Middle East, KSA, in particular, and demonstrate this by analyzing real regional/world examples using complex theoretical frameworks; identify examples of best practice and explain the dynamics toward consumer behavior, health marketing, marketing strategy, international business with reference to a range of theoretical models and apply these in a meaningful way to the MENA region – discipline-specific skills – synthesize and critically evaluate a corpus of academic literature and government reports on consumer behavior, health marketing, marketing strategy, international business – and personal and key skills – reflect on the process of learning and undertake independent/self-directed learning (including time management) to achieve consistent, proficient and sustained attainment; work as a participant or leader of a group and contribute effectively to the achievement of objectives in the field of consumer behavior, health marketing, marketing strategy, international business.
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.
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Keywords
Melodena Stephens Balakrishnan and Immanuel Azaad Moonesar
Emiratisation, dual bottom-line, destination policy making and strategic development, ecosystem perspective and human capital.
Abstract
Subject area
Emiratisation, dual bottom-line, destination policy making and strategic development, ecosystem perspective and human capital.
Study level/applicability
This case is suitable for undergraduate and postgraduate students studying policy; strategy and human resources. Practitioners from the human resource industry, government sector and destination marketing may also benefit from the case.
Case overview
ATIC is an investment company with a dual bottom line mandate. This means besides the financial objective it has for its investors (which is largely the Government of Abu Dhabi), it must contribute to socio-economic objectives outlined by the Abu Dhabi Vision 2030. For this perspective, ATIC had developed a unique approach looking at the “Ecosystem” perspective. Some key areas are destination development as an advanced technology hub and human capital development or “Emiratisation”. All these are key to long-term success of the country as the Middle East North Africa region has one of the youngest populations and an increasing unemployment rate. Most government organizations are saturated and it is vital that nationals start working and performing in the private sector. This case outlines the plans and efforts of ATIC towards those goals.
Expected learning outcomes
Management of “Emiratisation” at policy and implementation; scenario planning and strategy management especially looking at advanced technology sector; organizational values – development and implementation at recruitment and marketing; destination marketing and policy looking at the case of Abu Dhabi, stakeholder management.
Supplementary materials
Teaching notes.
Details
Keywords
Melodena Stephens Balakrishnan and Ian Michael
Strategic stakeholder engagement, entrepreneurialism, ecosystem, corporate social responsibility, event management, branding, marketing strategy.
Abstract
Subject area
Strategic stakeholder engagement, entrepreneurialism, ecosystem, corporate social responsibility, event management, branding, marketing strategy.
Study level/applicability
Post-graduate level, practitioners interested in MENSA Region, entrepreneurship policy makers and NGOs.
Case overview
Abraaj Capital Ltd (Abraaj), a highly reputed private equity investment and management company, strongly believed in corporate social responsibility, strategic stakeholder engagement and entrepreneurship ecosystem development. In November, 2010, Abraaj held the “Celebration of Entrepreneurship” (CoE) a two-day free entrepreneur event, in Dubai. CoE was attended by more than 2,400 participants. The purpose of CoE was to contribute to building an entrepreneurship ecosystem in the Middle East North Africa South Asia region (MENASA). Based on participant feedback, CoE Outcomes and stakeholder feedback, the event was very successful.
This case is a good example of community engagement and showcases entrepreneurship ecosystem development. This case also highlights the challenges of putting together a signature event in a very short time frame. The future management dilemmas are also raised on various issues like whether to make this successful event a regular part of their organizational activities, and issues concerning the funding of such events. This case can be used to teach event management, branding, marketing strategy, CSR and entrepreneurship (from the ecosystem point of view). It will appeal to both educationalists and practitioners interested in the MENASA region, policy makers who facilitate entrepreneurship, CSR managers, event management companies and marketing specialist. It can be used to teach both undergraduate and postgraduate courses.
Expected learning outcomes
Strategy students can focus on marketing and branding strategies; like stakeholder engagement, internal marketing, social media, positioning and brand architecture. Student of event management can learn about prioritizing, adaptability, funding and the complexity of layering a program.
Supplementary materials
Teaching notes, videos.
Details
Keywords
Stephen E. Maiden, Gerry Yemen, Elliott N. Weiss and Oliver Wight
This case examines the queueing issues caused by the growth in popularity of one of the most visited Hindu temples in the world. On January 2, 2015, Ramesh and Vasantha Gupta…
Abstract
This case examines the queueing issues caused by the growth in popularity of one of the most visited Hindu temples in the world. On January 2, 2015, Ramesh and Vasantha Gupta visit Tirumala Venkateswara Temple, just a day after some 210,000 people crowded the 2,000-year-old site. The case describes the many enhancements that the temple administrator, Tirumala Tirupati Devasthanams (TTD), has implemented since its management of the temple complex began in 1932. The soaring popularity of the temple, however, has led to safety and comfort concerns for pilgrims. While challenging students to consider additional improvements that might benefit pilgrim throughput rate and time in the temple system, the case highlights the tension TTD must manage between maximizing efficiency and maintaining religious traditions. Additionally, the case demonstrates the importance of perceived waiting times in the management of queues.
Melodena Stephens Balakrishnan
Entrepreneurship and strategy.
Abstract
Subject area
Entrepreneurship and strategy.
Study level/applicability
Undergraduate and graduates.
Case overview
This is a case that can be used to teach advanced undergraduate classes or lower-level master's level classes in the areas of strategy, leadership and entrepreneurship. The case will appeal to SMEs, policymakers in the area of entrepreneurship funding, incubators and other funding firms associated with entrepreneurs.
Expected learning outcomes
As the case is specific to the United Arab Emirates (UAE) – it can be used to study UAE or the Middle East North Africa region. Ideally, students should be encouraged to read up on the region/country prior to studies. They should also understand the need and state of entrepreneurship in the region.
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.
Details
Keywords
Melodena Stephens Balakrishnan
Marketing strategy, retail/sales management and logistics.
Abstract
Subject area
Marketing strategy, retail/sales management and logistics.
Study level/applicability
Undergraduate and postgraduate.
Case overview
Al Ain Dairy works is in one of the most highly competitive industries in the world – the food industry. In the dairy business, choice, freshness, safety standards, inventory management, supply chain and marketing are key to sustainability. Al Ain Diary explains some key challenges in this industry for managing and planning sales. This case builds on a previous case and can be used to teach marketing strategy, retail management and logistics. The case also gives an idea on the food industry especially the dairy market and some of the challenges associated with it.
Expected learning outcomes
Students can try forecasting and planning sales based on seasonal trends. Since the process complexity increases as the number of stock keeping units increase, the case provides a rich context of a company where inventory management is a key to success. Product portfolio management is another subject area of focus in this case. For market expansion, students can look at current organizational and market constraints, organizational competencies (and their transferability), and market synergies and similarities to recommend strategy.
Supplementary materials
Teaching notes.
Details
Keywords
Herbert Sherman and Daniel James Rowley
Derived from field and telephone interviews, e-mail communications, and secondary sources, this two part case describes how Gerald Mahoney, a shoes salesman in a Foley's…
Abstract
Derived from field and telephone interviews, e-mail communications, and secondary sources, this two part case describes how Gerald Mahoney, a shoes salesman in a Foley's Department store, is faced with a problem - Macy's has bought out the Foley's chain and, in doing so, has upscale the product line of shoes and altered his commission-based compensation system. These changes have resulted in less sales for Mr. Mahoney and therein lower commission - a difficult situation since he, his wife, and his daughter were barely getting by on his currently salary. Part A of the case describes an opportunity that presents itself to Mr. Mahoney; to leave his current job with a guaranteed low salary with possible additional income from commissions for a job selling residential homes which becomes purely commission-based to start with after three months of a salary plus commission pay that includes job training. In Part B Mr. Mahoney has decided to take the sales job with ABC Home Builders and receives his assignment. He finds that the working conditions of the sales office are not conducive to selling. His office is located in the rear of a trailer that is extremely run down and is paired with a competitive, noncommunicative saleswoman. The case ends with Mr. Mahoney feeling hopeless and alienated.
This two part case has been written primarily for an undergraduate junior level course in career planning or sales management and deals with the issues of recruitment, placement, training, and compensation. The case may also be employed in a course dealing with human resource management (from an individual's perspective), salesmanship, and organizational behavior.
Ian Michael, Melodena Stephens Balakrishnan and Zeenath Khan
Management, Strategy, International business.
Abstract
Subject area
Management, Strategy, International business.
Study level/applicability
Undergraduate or Graduates.
Case overview
This case is suitable for students of international business and strategy at the advanced undergraduate-level or introductory masters-level courses. It can be used for organizational design, brand management and business-to-business management classes. It may be of interest to practitioners in the Middle East and North African (MENA) markets looking at managing cross-functional teams.
Expected learning outcomes
On completion of utilizing the case study as an exercise, students should be able to develop the following. Case-specific skills: Critically examine the importance of the international business and strategy in the Middle East and demonstrate this by analyzing real-regional/-examples using complex theoretical frameworks; identify examples of best practice and explain the dynamics toward international business and strategy with reference to a range of theoretical models and apply these in a meaningful way to the MENA region. Discipline-specific skills: Synthesize and critically evaluate a corpus of academic literature and government reports on international business and strategy; link international business and strategy concepts and theories to real-regional/world examples. Personal and key skills: Reflect on the process of learning and undertake independent/self-directed learning (including time management) to achieve consistent, proficient and sustained attainment; work as a participant or leader of a group and contribute effectively to the achievement of objectives in the field of international business and strategy.
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.
Details
Keywords
Melodena Stephens Balakrishnan
This paper covers marketing strategy, retail management, branding, customer value, and competitive analysis.
Abstract
Subject area
This paper covers marketing strategy, retail management, branding, customer value, and competitive analysis.
Study level/applicability
The paper is applicable to undergraduate and postgraduate business and management level.
Case overview
This case spotlights Al Ain Dairy in Dubai, UAE. It focuses on the launch of the new product – “Long Life Juice” in Dubai 2010. Al Ain Diary is the UAE's largest dairy company by market share but now wants to replicate success in both the regional market and the fruit juice market. The case highlights the challenges of increasing production capabilities; product innovation; supply chain management; and brand building in newer markets.
Expected learning outcomes
This case can be used to teach marketing strategy, retail management, branding, customer value, competitive analysis, and potentially elements relating to international business strategy.
Supplementary materials
A teaching note is available on request.
Details
Keywords
Melodena Stephens Balakrishnan
Marketing, International Business, Strategy, Packaging, Promotion.
Abstract
Subject area
Marketing, International Business, Strategy, Packaging, Promotion.
Study level/applicability
Graduate students.
Case overview
This case is recommended to master's students studying consumer behaviour, products strategy, brand activation and international business. Practitioners in the food industry, design and advertising industry may also find this case interesting. Policymakers looking at mobility of products across borders may also consider this case interesting.
Expected learning outcomes
This paper explains the role of packaging in brand and product strategy; describes how packaging can give a competitive advantage in the fast-moving consumer goods category; relates consumer insights to strategy using packaging to achieve market objectives like penetration, market share increase, engagement and loyalty.
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.
Details