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Case Studies by Dawn Jarisch

9 case studies

published: 30 Oct 2017

  • Topic: Strategy
  • Industry: Human resources
  • Region: Europe

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Abstract:
Bird Office is a start-up, launched in Paris, with a digital platform for rental of temporary office space and meeting rooms. The case traces Bird Office from its entrepreneurial beginnings to a fully-fledged business with innovative initiatives designed to achieve competitive advantage as the number of local and international competitors and other players soars.

Pedagogical Objectives:
The case focuses on the challenge of achieving competitive advantage in a start-up context as the business develops. A key strategic issue relates to choice of scale and/or scope expansion, and the implications for adapting the business model, as well as how this addresses diverse types of competitors and potential competitors.

Keywords:
Start-Up, Platform, Competitive Advantage, Strategy, Entry, Competition, Scale, Scope, Entrepreneurship, Innovation, Digital, Paris, France

published: 02 May 2019

  • Topic: Strategy
  • Region: Europe

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Abstract:
HelloZack is a young entrepreneurial firm based in Paris focused on the purchase and resale of second-hand Apple products, part of a broader ecosystem that supports ongoing use of Apple products. The case recounts its lean startup history, from its conception in late 2015 when a student group identified an unmet need – to allow people who purchase items online to resell them in a quick and uncomplicated way – through to a fully functioning business in mid-2018. Having built sales of €1 million, HelloZack is approaching investors to help expand the business. The case sets out the pitch to investors and the various strategic options for growing the company.

Pedagogical Objectives:
The main teaching objectives are: 1. Learn about a lean startup experiment-driven approach to entrepreneurship and understand how business models emerge over time. 2. Discuss and debate the alternative strategic ideas under consideration for HelloZack and how fast the startup should scale. 3. Analyse an investor pack and determine whether this contains all the elements necessary.

Keywords:
Apple, Saas, Lean Start-Up, Entrepreneurship, Platform, Digital, Strategy, Second-Hand, Logistics, Growth Strategy, Algorithm, France, Circular Economy, Business Model

published: 26 Aug 2016

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Abstract:
When a Greenpeace campaign to boycott PVC products seemed to spell disaster for Hydro Polymers, it embraced the challenge and embarked on a drive for sustainability using The Natural Step framework. The strategy was maintained after Hydro was acquired by INEOS, and ultimately led to significant changes throughout Europe's PVC industry. The case shows how positioning sustainability as a business opportunity rather than a threat can yield substantial commercial success while addressing environmental impacts.

Pedagogical Objectives:
1) Highlight the business value of adopting a scientific, structured, whole-systems approach to sustainability as applied by The Natural Step. 2) Illustrate an innovative, integrated and strategic response to the challenges of sustainability at organizational and industry level. 3) Understand the value of embedding sustainability in business practice and the implications for corporate strategy and marketing.

Keywords:
Sustainability, Corporate Social Responsibility, Pvc, The Natural Step, Greenpeace, Carbon Neutrality, Recycling, Systemic Change, Corporate Governance, Value Creation, Strategy and Implementation

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published: 26 Aug 2016

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Abstract:
When a Greenpeace campaign to boycott PVC products seemed to spell disaster for Hydro Polymers, it embraced the challenge and embarked on a drive for sustainability using The Natural Step framework. The strategy was maintained after Hydro was acquired by INEOS, and ultimately led to significant changes throughout Europe's PVC industry. The case shows how positioning sustainability as a business opportunity rather than a threat can yield substantial commercial success while addressing environmental impacts.

Pedagogical Objectives:
1) Highlight the business value of adopting a scientific, structured, whole-systems approach to sustainability as applied by The Natural Step. 2) Illustrate an innovative, integrated and strategic response to the challenges of sustainability at organizational and industry level. 3) Understand the value of embedding sustainability in business practice and the implications for corporate strategy and marketing.

Keywords:
Sustainability, Corporate Social Responsibility, Pvc, The Natural Step, Greenpeace, Carbon Neutrality, Recycling, Systemic Change, Corporate Governance, Value Creation, Strategy and Implementation

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published: 26 Jun 2017

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Abstract:
Monkey Tie, an entrepreneurial firm based in Paris, focuses on innovative digital HR solutions related to ‘affinity matching’ of people to positions. It represents a major change in the approach to recruitment, using online tools to find a ‘fit’ between the job requirements and the skills and personality of the candidate. The commercial enterprise is supported by an innovative non-profit ecosystem developed by the founders to bring together start-ups in HR, major firms and other public and private stakeholders.

Pedagogical Objectives:
The teaching objectives relate to the firm’s change in strategic direction. The first is to understand how the firm adapts to market demand while developing sources of competitive advantage. The second is to understand value creation and capture for an ecosystem – innovating to create value for stakeholders while limiting value capture by the platform.

Keywords:
Ecosystem, Human Resources, Start-Up, Entrepreneurship, Platform, Digital, Personality, Employment, Recruitment, Not-For-Profit, Algorithm, Career, Affinity Matching

published: 28 May 2018

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Abstract:
PopChef is a start-up foodtech business in the lunchtime food delivery market in Paris. The case centres on the period from launch in 2015 to 2017. PopChef is the first to enter the market with a new business model in France. As other well-funded domestic and international entrants arrive, the market becomes highly competitive market. PopChef aims to counter this by shifting from a technology-based company to a virtual food company. Will this be enough to ensure its survival?

Pedagogical Objectives:
The teaching objectives relate to the firm’s strategic direction. The first is to compare and contrast diverse business models – including platforms and vertically integrated virtual restaurants. The second is to address how new players stimulate demand and develop the market, yet also intensify the competitive pressure. The third is to trace PopChef’s development over time as it adapts to changing conditions and seeks new sources of competitive advantage. PopChef’s changing fortunes provide an engaging context in which to address these issues.

Keywords:
Foodtech, Food Delivery, Start-Up, Marketing, Platform, Digital, User Experience, Distribution, Strategy, New Market Model, Algorithm, Culture, Virtual Restaurant

published: 28 Apr 2014

  • Topic: Marketing
  • Industry: Software
  • Region: Global

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Abstract:
QlikTech, with its disruptive technology and business model, seems to have found a market niche in the mid-market business-to-business software segment. The big 5 market participants are now starting to offer the in-memory technology that QlikTech has built its business upon. In the light of the traditional vendors’ encroachment, can QlikTech’s growth be sustained?

Pedagogical Objectives:
- to understand what factors enabled QlikTech to grow - to develop a deep understanding of the following drivers of company growth: customer value, power offer, customer engagement - to understand how growth drivers should be used and analysed to determine whether a company’s growth is sustainable - to introduce the Momentum Process framework

Keywords:
Powering for Growth, Growth, Momentum Effect, Value, Qliktech, Business Intelligence, Business to Business, Customer Insight

published: 13 Feb 2019

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Abstract:
Scortex, a young start-up based in Paris, has developed an applied artificial intelligent (AI) solution for an industrial setting, combining hardware and machine learning. Its CEO is wondering how best to deploy the €1.8 million C-round financing it has raised. While the market is potentially huge, he is aware that IBM – with which he has collaborated in the past – has just launched a direct competitive offering.

Pedagogical Objectives:
. Assess how Scortex could position its offering and best approach the market, while developing sources of competitive advantage
. Decide how best to deploy the €1.8 million C-round financing that Scortex has raised

Keywords:
Machine Learning, Artificial Intelligence, Start-Up, Entrepreneurship, Deep Learning, Cloud Computing, Automation, Industrial Applications, Hardware, Machine Vision, Algorithm, Strategy, Quality Control

published: 26 Jun 2017

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Abstract:
The case tells the story of the Volkswagen diesel scandal, which was made public in September 2015. At the time, Volkswagen was a much-loved brand, praised for its environmental credentials and on target to become the world’s largest car manufacturer. The scandal prompted declining sales and share price, multiple lawsuits, costs of over €16 billion, and the resignation and possible conviction of key board members, including CEO Martin Winterkorn. It sets out in detail the company context and culture in which Volkswagen took the decision to install defeat device software that deliberately circumvented emissions regulations in 11 million cars worldwide. It reveals a longstanding culture of fear, cheating and ignoring ethical concerns, exacerbated by major groups that dominated the supervisory board. It allows students to analyse the origins of the scandal, warning signs of the impending problems within, whether CEO Martin Winterkorn and the board were effective, and how Volkswagen should handle the crisis. Detailed PowerPoint slides are available and videos are embedded in the presentation The case has been taught at INSEAD in the MBA corporate governance elective course. It is equally appropriate for courses on ethics, CSR or organizational behaviour (on the topic of culture). Undergraduate, MBA and Executive Education students will find the case interesting as many will recall the crisis at this well-known company. It can also be used as background reading to evaluate different forms of corporate governance in Germany, the UK and US.

Pedagogical Objectives:
Understand how the Volkswagen diesel scandal arose and the warning signs that could have been picked up earlier. Discuss how the board handled the problem, and the subsequent challenges facing Volkswagen in regaining trust and creating a ‘fair process’ organization. Realize the importance of good corporate governance in creating long-term company value.

Keywords:
Diesel Scandal, Crisis, Value Creation, Culture, Environment, Volkswagen, Board, Sustainability, Corporate Governance, Germany, Targets, Family Business, Organization Behaviour, Ethics, Corporate Governance, Investors, Stakeholders and Accountability


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