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Case study
Publication date: 15 February 2022

Leah Mutanu, Joshua Rumo Arongo Ndiege and Claire Barnardo

The learning outcomes are as follows: to explore the challenges associated with Information System Project Management; to explore how to navigate certain Information System…

Abstract

Learning outcomes

The learning outcomes are as follows: to explore the challenges associated with Information System Project Management; to explore how to navigate certain Information System Project Management challenges and make recommendations on how to address them; and to evaluate the application of user-centred design.

Case overview/synopsis

This case looks at the small to medium enterprises (SMEs) Digitisation project that was initiated by Dr Ndiege, Assistant Professor of Information Systems, and a team of faculty at the School of Science and Technology, United States International University – Africa in Kenya. Dr Ndiege is considering the project in September 2020 and its future viability. The project called for computer science students to voluntarily assist in developing an online presence for local SMEs. The idea is to help cushion them against the shocks of the COVID-19 pandemic. Dr Ndiege looks at the details of the project through the eyes of team leader Sylvie Sarabwe and her encounters on the project. She leads a team of four students in a user-centered design to develop a website for social enterprise Kraft Therapy Foundation (KTF), located in Kibera slums within Nairobi County, Kenya. Sylvie must navigate the client relationship with KTF. But she soon starts to experience the difficulties involved with navigating this process. For Sylvie, it quickly dawns on her that a user-centred design project requires both hard and the soft skills to successfully deliver the final project. By the conclusion of the case, Dr Ndiege recognises the multitude of issues that this project ultimately faces.

Complexity academic level

The primary target audience for this teaching case is undergraduate information technology students, especially students in software application design and project management with little or no work experience. The case is clearly structured and the length of the case lends itself to the audience. It does not contain excessive or irrelevant information. Hence, learners have more time to focus on the application questions presented.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 7: Management Science.

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 2 August 2017

Leandro A. Guissoni, Paul W. Farris, Ailawadi Kusum and Murillo Boccia

Faced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from…

Abstract

Faced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead the company in the strategic transition to focus less on the direct sales consultants and more on reaching the end consumers directly with multiple channels and touchpoints. In October 2016, the company’s board appointed its former commercial vice president, João Paulo Ferreira, as the most recent CEO. Ferreira’s challenge was to find the right balance between the direct-selling and other channel formats to market Natura, thus enabling it to thrive in the face of intense competition in the beauty and personal care market in Brazil.

Details

Darden Business Publishing Cases, vol. no.
Type: Case Study
ISSN: 2474-7890
Published by: University of Virginia Darden School Foundation

Case study
Publication date: 5 March 2018

Erica Berte, Vijaya Narapareddy, Marlene M. Reed and J. Kay Keels

“I think I would like to write a case. What do I do now?” The purpose of this paper is to answer this often-asked question by presenting a useful guide for case writers which…

Abstract

Synopsis

“I think I would like to write a case. What do I do now?” The purpose of this paper is to answer this often-asked question by presenting a useful guide for case writers which examines the entire process of case writing beginning with the initial idea and proceeding through required stages leading to the publication of case studies. Further, this guide seeks to emphasize that case writing is a form of research, not just story telling. Ultimately, the increasing interest of scholars in researching, writing, and publishing pedagogical cases provided the impetus for this paper. The four major case writing processes identified in this paper include ideation (idea generation), creation (crafting the case study), application (creating the Instructor’s Manual), and publication (publishing the case). Each of these four processes is presented in detail including examples, pitfalls, and resources. This work is intended to assist novice, as well as experienced, case authors who seek advice on crafting and publishing pedagogical cases in refereed journals. Resources presented in this paper should be helpful especially for aspiring and as yet unpublished case writers.

Research methodology

The paper is based partially on archival research, but most of the content is based on the substantial experience of the authors.

Relevant courses and levels

The paper is relevant for upper-level undergraduates as well as graduate students interested in pedagogically based research.

Details

The CASE Journal, vol. 14 no. 2
Type: Case Study
ISSN: 1544-9106

Keywords

Case study
Publication date: 2 January 2018

Joy M. Pahl

The case is set in Northeast Wisconsin, where the two largest industries are dairy farming and papermaking. Dairy farms have a continual need for bedding material for cows, and…

Abstract

Synopsis

The case is set in Northeast Wisconsin, where the two largest industries are dairy farming and papermaking. Dairy farms have a continual need for bedding material for cows, and Lynn Heemeyer recognized an opportunity for a new bedding material: a waste byproduct of recycled paper. The case includes the progression of Heemeyer’s venture – Alternative Animal Bedding (AAB) – from the idea phase, to initiation and growth, to near collapse, recovery, and renewed growth. By September 2015, AAB was at a turning point as the sales were increasing, and Jess, Lynn’s daughter, had joined the business. Jess’s challenge: how best to grow the business.

Research methodology

Information for the case was gathered via interviews with Jess Heemeyer; she also provided some supporting materials. Jess Heemeyer is a former student of the author and a graduate of the institution that employs the author. Additional information for the case was collected from publicly available sources, as referenced. The identification of the college was not included in the case.

Relevant courses and levels

The case is best suited for use in an undergraduate or graduate entrepreneurship course or courses that include entrepreneurship as a topic. The case fits well with the topics of alertness and opportunity identification, and the innovation process. It can also be used to illustrate critical factors for new-venture development and growth. In addition, the benefits and challenges related to family-based entrepreneurial ventures can be included as a learning objective.

Theoretical bases

This case draws upon and illustrates the concept of alertness (Kirzner, 1973) which was further developed by Tang et al. (2012) when they identified three dimensions of alertness: “scanning and searching for information, connecting previously disparate information, and making evaluations on the existence of profitable business opportunities” (p. 77). Also, the case follows the creativity-based model of opportunity recognition developed by Corbett (2005) that uses experiential learning theory. Finally, students are asked to apply Ansoff’s Growth Matrix (Ansoff, 1957) to identify and evaluate the growth options available to the business owners and managers. As an optional pasture for discussion, a stewardship theory perspective can be applied to examine the family business aspect of this case (see Eddleston and Kellermanns, 2007).

Case study
Publication date: 13 July 2023

Shreya Srivastava and Yatish Joshi

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and…

Abstract

Complexity academic level

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Synopsis

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Learning objectives

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 30 March 2022

Sadhna Dash, Leena B. Dam, Deepa Pillai and Jitender Kumar

At the end of the case discussion, students would be able to: design key account selection criteria for the organization’s vast clients; analyse the application of key account…

Abstract

Learning outcomes

At the end of the case discussion, students would be able to: design key account selection criteria for the organization’s vast clients; analyse the application of key account management (KAM) strategies in a business-to-business (B2B) segment for revenue growth for a medium-scale enterprise; recognize the significance of KAM in a B2B space for a scale enterprise; and assess the proficiency of Univ Manufacturers (UM) for KAM in addressing the existing challenges and managing business growth.

Case overview/synopsis

Tarun, the proprietor of UM, has recently received two big orders, one from Ram Enterprise, a long-standing client since 2011 of INR 2m (10% profit margin) and another order from a new client based in Chennai, a growing pharmaceutical products company, of order size of INR 2.3m (15% profit margin). Both the orders were required to be completed within 15 days. The new client with higher value and better returns could help UM enter the south India market, whereas business from the existing client was also profitable. Despite both orders being necessary for business survival and expansion, fulfilling them on schedule posed a huge challenge. Tarun wanted to fulfil both orders. He knew similar situations might arise in future. He advocated prioritizing customers, which made him contemplate KAM. On what basis he should categorize his customers was a big question. Tarun felt that it was time for UM to strategize relationship management with his customers. He wanted to optimize the partnerships. Tarun knew he wanted to introduce KAM, but was firm-level internal capabilities were enough for key account execution. What would be the feasible outcomes if KAM is applied at UM? What must he do to prevent such situations in the future?

Complexity academic level

This case can be used in B2B marketing and sales management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programs.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 6 February 2020

Barney Jordaan and Gawie Cillié

The case is supported with a teaching note, discussion questions and suggested responses to those as well as verbatim transcripts from interviews conducted with managers and…

Abstract

Supplementary materials

The case is supported with a teaching note, discussion questions and suggested responses to those as well as verbatim transcripts from interviews conducted with managers and others for purposes of a research project after the strike had ended. Teaching Notes are available for educators only.

Learning outcomes

The learning outcomes are as follows: students will be able to critique the approach to collective bargaining of both the company and the union in the case and suggest alternative approaches; identify the steps the company could take to both deal with the aftermath of the strike and develop preventive measures for the future; and advise the company on a series of questions it needs advice on.

Case overview/synopsis

A violent strike erupted after failed wage negotiations. It laid bare deep divisions between African and non-African employees and between permanent employees and those appointed as temporary employees only. It also revealed the mindsets of people on both sides of the conflict, as well as several errors made by management in the manner in which they viewed the role of the union and failed to build strong relations with employees on the shop floor.

Complexity academic level

The case is suitable for students at honours or masters level in conflict studies, dispute resolution, employment relations, human resource management and negotiation.

Subject code

CSS 6: Human resource management.

Details

Emerald Emerging Markets Case Studies, vol. 10 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Content available
Case study
Publication date: 2 January 2018

Rebecca J. Morris

Abstract

Details

The CASE Journal, vol. 14 no. 1
Type: Case Study
ISSN: 1544-9106

Abstract

Subject area

Entrepreneurship.

Study level/applicability

The case has been used at Master's level but it has direct application to any MBA programme or entrepreneurship module.

Case overview

Adrian Gore started Discovery in 1992 with seed-funding of R10 million from merchant banking group, Rand Merchant Bank (RMB), as a health insurance company within the RMB stable. By 2009, Discovery had become a large, listed, financial services institution employing more than 5,000 people and comprising not only Discovery Health (DH), but also Discovery Life (DL), Discovery Invest (DI) and Discovery Vitality (a wellness programme). In addition, it had operations in the USA, where it licensed Vitality for use by employers and other health insurers, and in the UK where it operated two joint ventures with The Prudential plc – Pruhealth and Prulife.

Expected learning outcomes

To understand the similarities and differences between corporate and start-up entrepreneurship; to understand the entrepreneurial process within an established organization; to explore the environment within an established company in terms of how much it supports or constrains entrepreneurship; and to look at creative ways to overcome obstacles to entrepreneurship in established companies.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 2 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Abstract

Subject area

Entrepreneurship.

Study level/applicability

Postgraduate/graduate management programmes.

Case overview

EHBH is a Delhi-based healthy food and snacks company offering an effective, efficient and reliable service in the beverage/catering segment. The company has opened outlets in corporate offices and educational institutions in Delhi/NCR. Driven by quality and hygiene standards, the company's aim is to keep customer satisfaction at the core of its operations. The case on EHBH describes the entrepreneurial journey of the founder and MD, Mr Furkan Khan. The case discusses the motivation to start a new venture. The thrust of the case lies in learning how to develop and operate unique business model. The case is written at the time when the company is in its establishment stage. The case elucidates the potential in the food industry especially fruit juices.

Expected learning outcomes

To demonstrate specific motivating factors to enter into a new venture, to understand various entrepreneurial models and their applicability in the present case, to highlight overview, trends and the various challenges associated with Indian juice food industry, to understand the conception and implementation of new business model.

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

Emerald Emerging Markets Case Studies, vol. 3 no. 6
Type: Case Study
ISSN: 2045-0621

Keywords

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