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Post-graduation.

Strategic Management and Entrepreneurship.

By July 2021, the curve of COVID-19 second wave started flattening. Hetika Shah, the founder of Sanctuary Innovative Safety Equipment, was unsure whether her business would survive in the long run. The company manufactured 4S Shield N99 masks. The business was doing well when the COVID curve was at its peak; however, the sales wobbled with the flattening of the curve. As the company had manufactured the product, especially for doctors who need protection from COVID, the demand showed a sudden fall after the second wave. She was certain that the business would not survive only on 4S shield mask. Diversification of this business seemed to be a suitable idea, where she could manufacture other safety equipment for the manufacturing industry. At that time, she had neither done market research nor had any prototype for such equipment. This variety of products required a huge investment of funds and time. But, as per the market demand of the existing product, it was crucial to make quick decisions for business survival. She had options in front of her, but the uncertainty of the market deterred the decision-making. She was at a junction with three possible choices: One option was to stay in the business of masks and expand it in medical devices market under health-care industry. The masks could be used by doctors engaged in the treatment of other diseases. She planned to distribute masks to doctors treating tuberculosis and cancer. Another option was to shift her attention to diversification of the business and enter the market of safety equipment under manufacturing industry that demanded more investment and a lot of market research. The main idea was to come up with innovative safety equipment. Though, this opportunity came with its array of risks. The last option was to shift towards her underdeveloped chiller prototype for industrial use. By that time, the prototype was 75% complete. Still, it required a lot more time and attention to be brought at the commercializing stage.

The case study can be used in the Entrepreneurship and Strategic Management course. It would be suitable for students at the post-graduation level. Discussion would be on the appropriate teaching method. Though there is no prerequisite, it would be better if students had a basic understanding of entrepreneurship and strategic management. It discusses the entrepreneurial dilemma of starting a business. Furthermore, the case explains the decision dilemma of the entrepreneur about the continuance of existing business, expansion and diversification. Students will be able to understand the following concepts: business plan, business development, strategic decision-making in business, entrepreneurial opportunities, sustainability of an enterprise and challenges faced by entrepreneurs. After this case study, students will be able to understand the following models and theories: uncertainty-bearing theory of entrepreneurship, porter’s generic strategy, porter’s five competitive forces, strengths, weaknesses, opportunities, and threats (SWOT) analysis, scenario planning, Ansoff’s growth model and social role theory.

Teaching Notes are available for educators only.

Women entrepreneurship.

CSS 3: Entrepreneurship.

The (A) case describes the evolution between 1999 and 2005 of an unusual innovation team within the office of the chief information officer at oil and gas giant BP. This team helped business units conceive, develop, and implement novel, value-added applications for emerging information technologies. The team leader, vice president and chief technology officer Phiroz Darukhanavala (“Daru”), eschewed a large group and venture budget in favor of a small, lean team intimately engaged with BP's business units. The case describes several mechanisms created by the CTO office during its early evolution: “Blue Chalk” events that expanded executives' appreciation of emerging technology capabilities, a network of relationships through which emerging technologies were scouted and vetted, a structured technology transfer process, and annual “game-changer” projects.

The (B) case describes how the CTO office team members in 2011 again solicited advice from their ecosystem of thought leaders and held workshops to significantly enhance their impact. As a result, they began developing solutions for broader, more fundamental business problems that came to be known as Grand Challenges: extremely difficult business problems whose solutions could potentially create hundreds of millions—or billions—of dollars in business value.

After reading and analyzing the case, students will be able to:

• Understand the management challenges associated with realizing the business value of new technologies

• Explore how innovation management evolves as an innovation team learns from its successes and failures and, more importantly, builds a reputation within and outside the company

• Examine a prototypical “advocate” model of corporate entrepreneurial practice

• Explore a leading example of a successful internal innovation program

Understand the management challenges associated with realizing the business value of new technologies

Explore how innovation management evolves as an innovation team learns from its successes and failures and, more importantly, builds a reputation within and outside the company

Examine a prototypical “advocate” model of corporate entrepreneurial practice

Explore a leading example of a successful internal innovation program

This case features Old Spice's efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead.

The case gives students the valuable experience of making a positioning choice and supporting the rationale for the positioning chosen. Specifically, it can be used to discuss:

Corporate social responsibility, specifically nonprofit business collaborations from a nonprofit’s perspective.

Graduate level programs in nonprofit management, corporate social responsibility and development management; it can also be used for executive education.

Social enterprises and nonprofits at present increasingly look to corporate firms for grant funds to finance their activities and assets. This case features the experiences of one of the largest nonprofit eye care providers in India, LV Prasad Eye Institute based in Hyderabad in accessing corporate financial support in the form of corporate social responsibility funding. The case deals with the organization challenges, stresses and strains that arise in a nonprofit–corporate partnership. Specifically, it focuses on the strategic and operational challenges that emerge from the partnerships. The partnerships reviewed in the case pertain to rehabilitation.

After solving the case, the participants will be able to understand the stages in developing collaborations between nonprofits and businesses for corporate social responsibility. They will also be able to understand the internal implications for nonprofits operations and strategy from such collaborations.

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

CSS11: Strategy.

Human resources (compensation, total rewards, employee engagement, training and development), strategy.

Undergraduate HRM majors and postgraduate business and management.

This case highlights the strong growth and expansion of a former small to medium-sized enterprise (SME) in the United Arab Emirates, Tips & Toes. The company is a leader in the beauty and fitness service industry, and much of its growth and success is attributable to the leadership of its general manager and her implementation of a differentiation strategy, a market innovator in concepts, products and services, and a total rewards system for engaging and retaining employees. Tips & Toes is planning for continued, aggressive growth and expansion over the next five years. This case also highlights an underrepresented area of focus for case studies: women-led businesses, SMEs, and entrepreneurship and innovation.

The main focus of this case is for students to examine the beneftts of using a total rewards strategy to engage and retain employees, and more importantly to see the links between such a strategy and business and revenue growth. This is particularly a salient learning point for students in emerging markets, where more traditional types of compensation and views of the employment contract tend to prevail. In addition, this case could be used as a supplementary learning experience regarding strategy and strategic focus of an organization (i.e. the Treacy and Wiersema model of product leadership, customer intimacy, or operational excellence as a strategic discipline for a firm). And finally, this case provides an example of a woman-led organization which grew out of SME status into a market leader; this example provides students with insight into workable entrepreneur opportunities to which they might not see a direct linkage when reading case studies of large multinational organizations or conglomerates.

Teaching notes are available; please consult your librarian for access.

Tourism & Hospitality

Post graduate

The South African-based Sun International Group (SI) develops, operates and manages hotels, resorts and casinos. In its mission statement, SI describes itself as a “leisure group offering superior gaming, hotel and entertainment experiences”. In 1984, SI was listed in the travel and leisure sector on the Johannesburg Stock Exchange. SI is looking for growth opportunities.

Strategic options analysis to create new market spaces. Practical application of blue ocean thinking frameworks.

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

Choice Behavior.

The case study deals with cross-gender analysis of impulse buying behavior in apparel shopping in India. Any extrapolation of this study to other markets should take into account that Indian consumers are price sensitive. The buying behavior in apparel shopping may not be directly related to other retail categories such as ready-to-eat food, consumer electronics, etc.

Mr Khuswant Chaddha’s family business is in tatters. Market dynamics have changed over the years and his textile mill is no longer the cash cow it once was. His son, Gaurav Chaddha, a recent engineering graduate, plans to save the business by venturing into branded apparel retailing. A key component of this strategy is to figure out impulse shopping behavior in apparel purchases. The gender angle is used to better comprehend the differences in impulse buying emotions so that males and females can be targeted with greater success. A survey of shoppers belonging to suitable demographics is used as the backbone of this study. The analysis of the data presents several dilemmas in some critical business decisions.

The objectives of the case include: understanding how marketplaces change over time; realizing the fact that businesses should evolve over time and even highly profitable business models can become obsolete pretty fast; studying the factors which influence the choice of an apparel store; understanding impulse buying behavior and how gender plays a decisive role in it and analyzing post purchase behavior with respect to gender.

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.

This case is about “Red”, a cross-border e-commerce platform developed from a community which was built to share overseas shopping experience. With sharp insights into the consumption behavior of urban white-collar women and riding on its community e-commerce advantage, “Red”, a cross-border e-commerce startup, pulled in three rounds of financing within just 16 months regardless of increasingly competitive market. On the other hand, well-established platforms such as T-mall International and Joybuy also stepped in, and their involvement will also speed up the industry integration and usher in a reshuffling period. Confronted with the “price war” started by those e-commerce giants, in what ways can “Red” adjust its shopping experience and after-sales services to enhance the brand value and sharpen its edge?

This case is based on an in-depth interview with Sean Ansett on March 6, 2020 in San Francisco. For a good reference book on the interview method in social science, please see Seidman (2019). Ansett is an alumnus of the Lam Family College of Business at San Francisco State University. A follow-up interview was conducted on December 13, 2021, via Zoom. The case situations are factual, but the names of the luxury brand, the factory and the Tunisian social auditing firm were disguised. Selected video clips of the interviews are available upon request.

In 2010, Sean Ansett, a social auditor with more than 25 years of experience in promoting workers’ rights in the global supply chain, faced a momentous decision. He was hired by a luxury brand company to conduct a social audit of a Tunisian leather goods factory. During his visit to the factory, he observed the troubling signs of child labor and alarming health and safety concerns in the work environment. Should he report the factory’s situation to the local authority? What should he advise his client, the luxury brand company, to do? Ansett realized that this was not a cut-and-dried decision as reporting to the local authority may affect workers adversely if the factory was closed. This case highlights the ethical dilemmas of human rights in the global supply chain. It also raises critical questions for multinational firms regarding what constitutes an ethical brand and how to ensure effective code of conduct implementation.

This case can be used in undergraduate or graduate business courses or curated sessions and seminars related to corporate social responsibility, ethics and social auditing in supply chain management.