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1 – 10 of 46Filip Zima, Mohit Srivastava and Ladislav Tyll
After reading and analyzing the case study, the students would be able to identify the main stakeholders and decision-makers and their importance and influence on the environment…
Abstract
Learning outcomes
After reading and analyzing the case study, the students would be able to identify the main stakeholders and decision-makers and their importance and influence on the environment for a product, evaluate the value chain of the product and critical decision-makers, evaluate the various ways to avoid falling into the trap of greenwashing and examine the marketing strategy to market an environmentally friendly product.
Case overview/synopsis
LIKO-S is a Czech manufacturing and construction company. The company has been designing and creating intelligent solutions, such as green facades or vertical greenery systems, to save energy in building heating and cooling systems. The company launched green facades in the Czech market. However, the main obstacle was the need for supporting data to showcase the positive environmental impact of green facades. Under these circumstances, Libor Musil’s main objective was to overcome prevalent misconceptions about green facades and find a suitable market segment. The situation worried the company, as LIKO-S had heavily invested in developing and marketing the green walls. The management had to tackle this challenge as soon as possible to recover the substantial research and development and marketing investments. Furthermore, owing to lack of information, even genuinely sustainable products were seen as greenwashing. In addition, bad or wrong customer perceptions of these walls might spill over to other products, tarnishing the company’s image and threatening its survival in the domestic market. Under these circumstances, competitors might enter the Czech market, jeopardizing the company’s overall profits. Consequently, Libor was in a great dilemma about managing the financial and reputational risk of the company. Should Libor close the green walls unit, explore different markets/uses or help increase awareness among the general population about green walls by finding a suitable marketing strategy?
Complexity academic level
The case study was designed for graduate-level students in the strategic management (CSR and innovation module) courses. However, the case could also be an excellent addition to marketing courses dealing with customers’ perceptions of innovative products and strategies to improve the adoption of the product.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 3: Entrepreneurship
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Keywords
Surajit Ghosh Dastidar, Manoj Das and Shabnam Priyadarshini
After completion of the case study, students will be able to analyze the marketing mix strategy of a firm, discuss the importance of a generic strategy to gain a competitive…
Abstract
Learning outcomes
After completion of the case study, students will be able to analyze the marketing mix strategy of a firm, discuss the importance of a generic strategy to gain a competitive advantage, analyze the basis of consumer segmentation in furniture and highlight the importance of positioning in influencing the overall marketing mix strategy of a firm.
Case overview/synopsis
It was April 18, 2022. Puneet Singh Seehra (Seehra), the owner and director of Shearling Skins Private Limited (Shearling), was visibly worried as he was looking at the recent sales report. Shearling was in the business of manufacturing premium-quality furniture for corporate clients. Seehra was happy about the growth of his company. However, he was lately concerned about the declining sales figures. Some important questions were troubling Seehra. Was competition eating into his business? How could he differentiate Shearling from competition? What was the right marketing strategy for a market dominated by unorganized competitors and a few major players? His head spinning, he leaned back on his chair as he looked out of his office window.
Complexity academic level
The case study can be taught in a graduate-level course in marketing or strategy.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS: 8 Marketing
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Keywords
Marketing: New Service Launch; Relationship Marketing; Direct Marketing.
Abstract
Subject area
Marketing: New Service Launch; Relationship Marketing; Direct Marketing.
Study level/applicability
This case could be taught in marketing management, services marketing or strategy courses, in the product development or service launch modules at the graduate level; alternatively it could also be used in the promotion module for the illustration of direct marketing (DM) tool application; and it could also be used as a capstone case for the introductory Principles of Marketing course at the undergraduate level.
Case overview
The case examines the launch of a new air ambulance service in Karachi, Pakistan; a venture of Akbar Group Jet services; Princely Jets (Pvt) Ltd. The case describes the first mover advantage of the service and the marketing strategy recommended by the Chief Executive Officer (CEO), Mr Ghouse Akbar. The major concern is whether the strategy is forceful and compelling enough to secure approval from the board. The major issues include the role of DM processes and relationship marketing tools to encourage a value-added premium service which had no precedence of demand and practice. Concepts to thrash out in class also include customer profiling and segmentation along with how best to create awareness and generate a sustainable basket of customers for the high-price value-added low-use service.
Expected learning outcomes
Discuss and illustrate the importance and benefit of market research information for making a decision; how to create awareness and customer recognition and cultivate demand for a new and unsolicited service; identify appropriate and effective promotion tools to achieve required customer demand, brand recognition and customer value; how to launch a premium priced unsolicited service in a niche market?; and exhibit the synthesis of the four P's in a new product launch marketing 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.
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Irfan Saleem, Muhammad Ashfaq and Shajara Ul-Durar
After completion of the case study, students will be able to learn, understand, examine and customize leadership styles per organizational culture; understand the conflict…
Abstract
Learning outcomes
After completion of the case study, students will be able to learn, understand, examine and customize leadership styles per organizational culture; understand the conflict management styles of a female leader; and comprehend the organizational change process to devise an effective communication strategy.
Case overview/synopsis
Ever-changing business demands managers adopt organizational change in leadership styles, business processes, updated skill sets and minds. One must be ready to understand influential nurtured corporate culture and human resource resistance towards the inevitable change. This case study attempted to discuss the female protagonist dealing with an organizational conflict. The case study introduces one such protagonist from a century-old woman’s educational institution. Subsequently, this case study presents organizational change under the leadership of a female protagonist. This teaching case study gives the reader an insight into situational leadership, conflict management styles and the corporate change process by implementing an appropriate communication strategy. This case study describes the change process through the various decision-making scenarios that an academic institute over a century old faced during the post-pandemic crisis after adding a crucial protagonist. The employee union, followed by students and administrative employees, has challenged the dominating leadership position held by the college principal. Protests occurred due to the college administrator’s refusal to adjust her approach to leadership. This teaching case then provided different leadership styles of the current and old leaders. Finally, the case study lists the challenges a leader faces during turbulent times and the lessons a leader should learn from such situations while transforming the institute.
Complexity academic level
The teaching case benefits undergraduate students in business management subjects such as conflict management, leadership and organizational behaviour. Nevertheless, trainers can use this case study to teach seasoned managers and emerging leaders the significance of adopting and implementing change while understanding situational leadership.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 10: Public Sector Management.
Details
Keywords
Linzi J. Kemp, Immanuel A. Moonesar and Shurooq Al Banna
Business, management.
Abstract
Subject area
Business, management.
Study level/applicability
This case is suitable for undergraduate and postgraduate students studying topics related to human resources, decision making, managing in multinational companies and crisis management. In addition, the case is useful study for practitioners in non-governmental organizations (NGO).
Case overview
Dr Manal Taryam, the Chief Executive Officer, was discussing with Ms Shurooq Al Banna, Marketing Specialist, the achievements and challenges faced at Noor Dubai over the past three years. Noor Dubai is an international charity for the prevention and treatment of blindness. The problem facing these decision makers is the prioritization of their resources to support logistics management, operations, human resources, funding and educational issues. In addition, to meet the needs of the visually impaired, a long-term mission is to establish permanent eye centers in areas of most need.
Expected learning outcomes
Students will be able to:
Describe the problems facing Noor Dubai in relation to logistics management, operations, human resources, funding and educational issues.
Explain how the management strategies of Noor Dubai prioritize logistics management, operations, human resources, funding and education.
Describe the problems facing Noor Dubai in relation to logistics management, operations, human resources, funding and educational issues.
Explain how the management strategies of Noor Dubai prioritize logistics management, operations, human resources, funding and education.
Supplementary materials
Teaching notes.
Details
Keywords
Sonia Najam, Rukhman Solangi, Waheed Ali Umrani and Sheraz Mustafa Rajput
After practicing the case students will be able to; understand the importance of recruiting the right person in retaining employees. Understand the underlying causes of employees’…
Abstract
Learning outcomes
After practicing the case students will be able to; understand the importance of recruiting the right person in retaining employees. Understand the underlying causes of employees’ turnover. Formulate retention strategies.
Case overview/synopsis
The case presents the situation of high turnover in Case Research Center (CRC), Sukkur IBA University. The protagonist, Dr. Waheed Ali Umrani, Head CRC was concerned about the retention of Research Associates in the CRC. The case also highlights the reasons for the turnover of early-career female research associates in an academic setup of Sukkur IBA University. This case will involve students to critically think and come up with retention strategies and measures that recruiters, in this case, should consider before and after the selection of Research Associates.
Complexity academic level
Graduate.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 6: Human Resource Management.
Details
Keywords
Leadership, change management, knowledge transfer, quality, car manufacture, organisational culture, staff training and development.
Abstract
Subject area
Leadership, change management, knowledge transfer, quality, car manufacture, organisational culture, staff training and development.
Study level/applicability
This case study is intended for undergraduate courses on principles of management, cross-cultural management and organisational behaviour; postgraduate and MBA courses as above in addition to leadership studies and change management courses.
Case overview
Globalisation inevitably led to attempts to transfer know-how and expertise to markets in different locations and cultures, where the particular organisation is willing to begin to operate. Hence, the need for understanding the conditions for successful knowledge transfer is especially important. The globalisation process in the Eastern bloc, which began in 1990, is a good example of knowledge transfer where the mutual meaning creation played a crucial role. This case study illustrates the process of international knowledge transfer between Western Europe and an emerging economy using the example of DAK Corporation and quality transfer to Poland. The case is especially useful for undergraduate and postgraduate students, including MBA students, studying general management as well as more specialised courses stemming from international management, for example, cross-cultural management and organisational behaviour. Since the material focuses on people management and development as well as organisational culture creation, current and future practitioners from the human resources department will find it particularly useful. Students considering a career in a multinational company can also use this case in their preparation for the challenges of operating in a global business environment.
Expected learning outcomes
These include: understanding of the process of international and cross-cultural knowledge transfer; identification of key cultural and organisational factors contributing to the success of international knowledge transfer; understanding of the organisational culture creation process; and exploration of the process of new staff development and training.
Supplementary materials
Teaching notes are available.
Details
Keywords
Rajesh Kumar Srivastava, Vivek Mendonsa, Harshit Joshi and Tejal Pradhan
The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for 140 years…
Abstract
Learning outcomes
The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for 140 years, helped to build brand equity, image and identity, creating a strategic advantage against competition. The case had a deep-rooted theoretical association with a theory such as the triple bottom line theory (three Ps: profit, people and planet) on CSR. The case helps to understand and clarify the role of CSR in brand equity. It also gives an insight into the value and culture of L&M, and its impact on various stakeholders, namely, employees and customers.
Case overview/synopsis
This case is related to the CSR orientation of L&M and its impact on brand equity. As a brand, L&M is over 140 years old and has a dynamic and trending optics market in India. There is a dilemma in the company around the impact of CSR on brand equity, customer engagement and company goodwill. This case focuses on maintaining and improving brand equity, identity and image through CSR initiatives.
Complexity academic level
Undergraduate and postgraduate students, essential for students focusing on Marketing and CSR disciplines.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
Details
Keywords
Vijay Pundalik Bhangale and Maithili Prashant Dhuri
Marketing.
Abstract
Subject area
Marketing.
Study level/applicability
MBA Marketing Class.
Case overview
The case describes the transition of a “Galvanized Wires Business of Tata Steel” into a unique identity, the'Tata Wiron' brand. It focuses on key stages in this journey, including “Understanding the Customers in Galvanized Wires Business”, “Value Chain”, “Challenges Faced”, “Need for Branding”, “Market Segmentation”, “Competition”, “Process of Branding”, “Differentiation”, “Distribution & Sales” and “Promotion”. Tata Steel Wires Business is a major player in the steel wire industry, servicing the discerning needs of its customers across global markets and the leading producer of steel wires in India. A wealth of experience and expertise in the wire industry coupled with latest technology incorporations has enabled Tata Steel Wires Division to constantly meet the most exacting specifications and requirements of its customers. It manufactures a wide range of wires catering to the needs of various industry segments, such as automobile, infrastructure, power and general engineering. The products are well established across the markets of Europe, the USA, Middle East Asia, Australasia, South Asia and Asia and the Far East.
Expected learning outcomes
The expected learning outcomes are as follows: understanding how in-depth analysis of the competition and value chain establishes the need for branding in a commodity market; understanding how consumer insights help in market segmentation and targeting; and building a brand in commodity market.
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
Saima Rizvi and Shivani Teckchandany
Entrepreneurship, Design thinking and innovation, Strategy, Social entrepreneurship and rural markets, Business at the base of pyramid, Sustainability and leadership.
Abstract
Subject area
Entrepreneurship, Design thinking and innovation, Strategy, Social entrepreneurship and rural markets, Business at the base of pyramid, Sustainability and leadership.
Study level/applicability
Undergraduate and Post Graduate Students
Case overview
Keggfarms Private Ltd was a private company started by Mr Vinod Kapur, a social entrepreneur who wanted to create a scalable social impact with his endeavor, which was the first of its kind outside the developed world. Keggfarms was established in 1967 with the aim of creating a business model which could benefit the rural sector by generating income and also enabling nutritional self-sufficiency. The case study aims to explore the sustainable model which had survived for 48 years without a push strategy and without a sole focus on profit. The business had spread to around 19 states in India, and the enterprise had decided to replicate a similar business model in the African continent. The social enterprise had aimed to touch the lives of millions of people in poverty by providing them with a low cost chicken – Kuroiler, which could survive the harsh weather and environmental conditions of rural India.
Expected learning outcomes
The study will help students to understand how social enterprises are born and built from the vision of the founder; how social capital is generated in the economy and how a blue ocean strategy was applied in this case to build a sustainable and financially viable social entrepreneurship 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.
Subject code
CSS 3: Entrepreneurship
Details