The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This teaching case is intended to be used as a case study in postgraduate business programmes such as Master of Business Administration, a specialist masters programme such as MM (entrepreneurship), postgraduate diploma in management, as well as selected executive education programmes. This case can be used in the subject areas of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This case looks at South African fitness Instapreneur Candice Bodington and how her business trajectory unfolded at the same time of the successful Australian Kayla Itsines. The case begins with Bodington considering options for her brand in January 2020. Following her business, Candibod’s, fast initial growth via Instagram, the case tracks its development while also glancing at the enormous success of Itsines and her Sweat with Kayla app. However, as Bodington faces her own health care, the future and next steps of a brand built on social media becomes less certain. The case ends just a few months later with the unfolding effects of Covid-19 and a whole new host of uncertainties, especially in the fitness industry and Bodington having to reconsider her brand’s options. The learning outcome of this paper is as follows: to understand the challenges of building an online brand. To evaluate the effect of brand communities as a growth strategy. To analyse the impact of social media platforms as a brand-building tool. To critically assess the effect of changing industry dynamics and technology on consumer behaviour. To evaluate how brands can navigate the negative implications of social media. To understand brand differentiation. To understand the strategic decisions associated with brand repositioning. 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. Digital marketing, Brand building, Social media marketing, Strategic marketing
本教学案例的主要目标受众是商科研究生，尤其是数字营销、战略和电子商务、社交媒体营销、创业和体育营销的学生。本教学案例旨在作为工商管理硕士等研究生商业课程、MM（创业）等专业硕士课程、管理学研究生文凭以及精选高管教育课程的案例研究。该案例可用于数字营销、战略和电子商务、社交媒体营销、创业和体育营销等主题领域。这个案例着眼于南非健身Instapreneur Candice Bodington，以及她的商业轨迹是如何在澳大利亚成功的Kayla Itsines的同时展开的。案件开始于博丁顿在2020年1月考虑她的品牌选择。继Candibod的业务通过Instagram实现快速的初始增长后，该案件跟踪了其发展，同时也看到了Itsines和她的Sweat with Kayla应用程序的巨大成功。然而，随着博丁顿面临自己的医疗保健，一个建立在社交媒体上的品牌的未来和下一步行动变得不那么确定了。几个月后，随着新冠肺炎的影响和一系列全新的不确定性，尤其是在健身行业，博丁顿不得不重新考虑她的品牌选择，此案结束。本文的学习成果如下：了解网络品牌建设的挑战。评估品牌社区作为一种增长战略的效果。分析社交媒体平台作为品牌建设工具的影响。严格评估不断变化的行业动态和技术对消费者行为的影响。评估品牌如何应对社交媒体的负面影响。了解品牌差异化。了解与品牌重新定位相关的战略决策。教学笔记仅供教育工作者使用。请联系您的图书馆以获取登录详细信息或发送电子邮件support@emeraldinsight.com索取教学笔记。CSS 8：营销。数字营销，品牌建设，社交媒体营销，战略营销
{"title":"Candibod: building an online fitness brand through Instagram communities in the southern hemisphere","authors":"Raeesah Chohan, M. Reyneke, Claire Barnardo","doi":"10.1108/CFW.2020.000016","DOIUrl":"https://doi.org/10.1108/CFW.2020.000016","url":null,"abstract":"\u0000\u0000The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This teaching case is intended to be used as a case study in postgraduate business programmes such as Master of Business Administration, a specialist masters programme such as MM (entrepreneurship), postgraduate diploma in management, as well as selected executive education programmes.\u0000\u0000\u0000\u0000This case can be used in the subject areas of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing.\u0000\u0000\u0000\u0000This case looks at South African fitness Instapreneur Candice Bodington and how her business trajectory unfolded at the same time of the successful Australian Kayla Itsines. The case begins with Bodington considering options for her brand in January 2020. Following her business, Candibod’s, fast initial growth via Instagram, the case tracks its development while also glancing at the enormous success of Itsines and her Sweat with Kayla app. However, as Bodington faces her own health care, the future and next steps of a brand built on social media becomes less certain. The case ends just a few months later with the unfolding effects of Covid-19 and a whole new host of uncertainties, especially in the fitness industry and Bodington having to reconsider her brand’s options.\u0000\u0000\u0000\u0000The learning outcome of this paper is as follows: to understand the challenges of building an online brand. To evaluate the effect of brand communities as a growth strategy. To analyse the impact of social media platforms as a brand-building tool. To critically assess the effect of changing industry dynamics and technology on consumer behaviour. To evaluate how brands can navigate the negative implications of social media. To understand brand differentiation. To understand the strategic decisions associated with brand repositioning.\u0000\u0000\u0000\u0000Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.\u0000\u0000\u0000\u0000CSS 8: Marketing.\u0000\u0000\u0000\u0000Digital marketing, Brand building, Social media marketing, Strategic marketing\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":"1 1","pages":"1-21"},"PeriodicalIF":0.0,"publicationDate":"2021-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48404246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The case is targeted at undergraduate students in international finance, international business, entrepreneurship and strategic marketing classes. At the broadest level, the case represents an opportunity for students to discuss internationalisation of local firms. It focusses on getting students to analyse the costs and benefits associated with the foreign entry decision as well as the strategies for foreign entry. The Exploring International Markets: Unique Quality Heads to Kenya case study provides a chronological report of how Unique Quality, a cereal production company, grew locally up until the point when it considers internationalisation. It details the key considerations the firm makes as it considers its foreign entry decision. Unique Quality is a cereal production company in Ghana, which operates within the agriculture industry. The industry operates at almost all the points along the value chain including coordinating the growing of the cereal until it is harvested, packaged and marketed for sale. The company which started operations in 2013 has made great gains in penetrating the Ghanaian market. Salma, who is currently at the helm of affair at the company, together with the board is considering entering into Kenya. This decision is one that must not be taken lightly and has left Salma in a dilemma. The expected learning outcomes of the case are:To enable students:a) identify the reasons why firms go international;b) identify opportunities for cost-cutting benefits or revenue maximisation opportunities for Unique Quality in Kenya;c) understand and identify the various sources of country risk that Unique Quality could face in its attempt to enter the Kenyan market; andd) identify and analyse the various foreign entry strategy options available to Unique Quality. 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 1: Accounting and finance.
{"title":"Exploring international markets: unique quality heads to Kenya","authors":"E. Laryea, Mawunyo Avetsi, Herman Duse","doi":"10.1108/CFW.2020.000022","DOIUrl":"https://doi.org/10.1108/CFW.2020.000022","url":null,"abstract":"\u0000\u0000The case is targeted at undergraduate students in international finance, international business, entrepreneurship and strategic marketing classes.\u0000\u0000\u0000\u0000At the broadest level, the case represents an opportunity for students to discuss internationalisation of local firms. It focusses on getting students to analyse the costs and benefits associated with the foreign entry decision as well as the strategies for foreign entry.\u0000\u0000\u0000\u0000The Exploring International Markets: Unique Quality Heads to Kenya case study provides a chronological report of how Unique Quality, a cereal production company, grew locally up until the point when it considers internationalisation. It details the key considerations the firm makes as it considers its foreign entry decision. Unique Quality is a cereal production company in Ghana, which operates within the agriculture industry. The industry operates at almost all the points along the value chain including coordinating the growing of the cereal until it is harvested, packaged and marketed for sale. The company which started operations in 2013 has made great gains in penetrating the Ghanaian market. Salma, who is currently at the helm of affair at the company, together with the board is considering entering into Kenya. This decision is one that must not be taken lightly and has left Salma in a dilemma.\u0000\u0000\u0000\u0000The expected learning outcomes of the case are:To enable students:a) identify the reasons why firms go international;b) identify opportunities for cost-cutting benefits or revenue maximisation opportunities for Unique Quality in Kenya;c) understand and identify the various sources of country risk that Unique Quality could face in its attempt to enter the Kenyan market; andd) identify and analyse the various foreign entry strategy options available to Unique Quality.\u0000\u0000\u0000\u0000Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com_to_request_teaching_notes\u0000\u0000\u0000\u0000CSS 1: Accounting and finance.\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":"1 1","pages":"1-16"},"PeriodicalIF":0.0,"publicationDate":"2021-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44927069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study Level/Applicability Case can be taught at the undergraduate or postgraduate level, including executive Master of Business Administration programs. Subject Area This case is intended for courses in strategic management, entrepreneurship and innovation at the undergraduate or postgraduate level. Case Overview The case is about challenges faced by Linda Portnoff, the Co-founder and Chief Executive Officer of Riteband, a Sweden-based fintech startup. In March 2020, Portnoff was conducting beta testing of Riteband’s app, which experts considered the world’s first stock exchange for music trading. After completing a PhD, Portnoff who was working as a Research Analyst, left her job to pursue entrepreneurship. Through Riteband, Portnoff helped to resolve pain points of artists who were forced to give the copyright of their music tracks or albums to distributors, in lieu of funds or promotional campaigns that distributors arranged for them. Portnoff invested in developing a patent-pending machine learning-based algorithm that based on several parameters could predict the likelihood of a music track or an album to become a success. Based on this prediction and royalty that artists were interested in sharing with fans, shares were issued to investors, who were also fans of the artists. As Portnoff identified an innovative business opportunity to trade music on a stock exchange based on Riteband’s machine learning algorithm, competition in Riteband’s strategic group was also becoming intense. Consequently, Portnoff was facing challenges of establishing competitive advantage of Riteband. Furthermore, as women in general faced challenges in raising funds for their startups, and even though Portnoff obtained some funding for Riteband, but overall, funding was a challenge for her as well. Moreover, as machine learning was a technical aspect for artists and potential investors, Portnoff also faced challenges to monetize on its machine learning algorithm. Expected learning outcomes By the end of the case study discussion, students should be able to: understand the principles of cross-industry innovation and explain the creation of new business opportunities based on cross-industry innovation; differentiate between direct and indirect competitors through strategic group analysis and further critically analyze the competitive advantage of business over other direct competitors; determine ways of reducing gender biases in venture capital funding; describe how machine learning works and further formulate ways to monetize a business through machine learning; and demonstrate the application of the value proposition canvas and business model canvas. Subject codes CSS 3: Entrepreneurship; CSS 11: Strategy.
{"title":"Riteband: combatting the challenges of cross-industry innovation","authors":"A. Agnihotri, S. Bhattacharya","doi":"10.1108/CFW.2020.000002","DOIUrl":"https://doi.org/10.1108/CFW.2020.000002","url":null,"abstract":"\u0000Study Level/Applicability\u0000Case can be taught at the undergraduate or postgraduate level, including executive Master of Business Administration programs.\u0000\u0000\u0000Subject Area\u0000This case is intended for courses in strategic management, entrepreneurship and innovation at the undergraduate or postgraduate level.\u0000\u0000\u0000Case Overview\u0000The case is about challenges faced by Linda Portnoff, the Co-founder and Chief Executive Officer of Riteband, a Sweden-based fintech startup. In March 2020, Portnoff was conducting beta testing of Riteband’s app, which experts considered the world’s first stock exchange for music trading. After completing a PhD, Portnoff who was working as a Research Analyst, left her job to pursue entrepreneurship. Through Riteband, Portnoff helped to resolve pain points of artists who were forced to give the copyright of their music tracks or albums to distributors, in lieu of funds or promotional campaigns that distributors arranged for them. Portnoff invested in developing a patent-pending machine learning-based algorithm that based on several parameters could predict the likelihood of a music track or an album to become a success. Based on this prediction and royalty that artists were interested in sharing with fans, shares were issued to investors, who were also fans of the artists. As Portnoff identified an innovative business opportunity to trade music on a stock exchange based on Riteband’s machine learning algorithm, competition in Riteband’s strategic group was also becoming intense. Consequently, Portnoff was facing challenges of establishing competitive advantage of Riteband. Furthermore, as women in general faced challenges in raising funds for their startups, and even though Portnoff obtained some funding for Riteband, but overall, funding was a challenge for her as well. Moreover, as machine learning was a technical aspect for artists and potential investors, Portnoff also faced challenges to monetize on its machine learning algorithm.\u0000\u0000\u0000Expected learning outcomes\u0000By the end of the case study discussion, students should be able to: understand the principles of cross-industry innovation and explain the creation of new business opportunities based on cross-industry innovation; differentiate between direct and indirect competitors through strategic group analysis and further critically analyze the competitive advantage of business over other direct competitors; determine ways of reducing gender biases in venture capital funding; describe how machine learning works and further formulate ways to monetize a business through machine learning; and demonstrate the application of the value proposition canvas and business model canvas.\u0000\u0000\u0000Subject codes\u0000CSS 3: Entrepreneurship; CSS 11: Strategy.\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" 36","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41255019","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study level/applicability The case could be effectively used in courses on entrepreneurship, strategy and brand management in MBA programs and executive-level training programs. Subject area Entrepreneurship, strategy, marketing, women leadership and women in business. Case overview This case deals with the business decision-making situation of Ms Jyotsna Ramachandran, a first-generation woman entrepreneur from Southern India, who has created a Global collaborative business network in self-publishing of books from India. After gaining industry experience for five years in some of the leading retail brands of India, she decided to take a plunge in entrepreneurship. She tried several businesses ranging from retail staffing to custom-made chocolates. Though it was profitable, the volumes and margins were smaller, and Jyotsna aspired big. As, at that time she was on her family way, she decided to identify a profitable business with better value creation and premium for the consumers and at the same time free from minute-by-minute concentration to take care of her child. In other words, a less-hassle home-based business with better revenue streams and margins. The case gives a thorough background of her rise in the industry and talks about some of her new ideas and plans. Expected learning outcomes Students will be in a position to: 1. Understand gender issues and bias affecting women in work. 2. Illustrate the initial phases of entrepreneurship. 3. Understand and apply the evaluation tools like PESTLE, SWOT and then business model canvas. 4. Understand the value chain and the intensive and integrative growth strategies. 5. Illustrate blue oceans in an industry setup – irrespective of the industry growth rate. 6. Apply perspectives on brand management. Supplementary materials Detailed teaching notes attached. Teaching notes are available for educators only. Social implications The case addresses the important gender issues affecting women’s work–life balance. It will also inspire many women through the success of the woman protagonist and her project head well documented in this case study. Subject code CSS 3: Entrepreneurship
{"title":"Happy Self Publishing","authors":"S. Ramachandran","doi":"10.1108/CFW.2020.000008","DOIUrl":"https://doi.org/10.1108/CFW.2020.000008","url":null,"abstract":"\u0000Study level/applicability\u0000The case could be effectively used in courses on entrepreneurship, strategy and brand management in MBA programs and executive-level training programs.\u0000\u0000\u0000Subject area\u0000Entrepreneurship, strategy, marketing, women leadership and women in business.\u0000\u0000\u0000Case overview\u0000This case deals with the business decision-making situation of Ms Jyotsna Ramachandran, a first-generation woman entrepreneur from Southern India, who has created a Global collaborative business network in self-publishing of books from India. After gaining industry experience for five years in some of the leading retail brands of India, she decided to take a plunge in entrepreneurship. She tried several businesses ranging from retail staffing to custom-made chocolates. Though it was profitable, the volumes and margins were smaller, and Jyotsna aspired big. As, at that time she was on her family way, she decided to identify a profitable business with better value creation and premium for the consumers and at the same time free from minute-by-minute concentration to take care of her child. In other words, a less-hassle home-based business with better revenue streams and margins. The case gives a thorough background of her rise in the industry and talks about some of her new ideas and plans.\u0000\u0000\u0000Expected learning outcomes\u0000Students will be in a position to: 1. Understand gender issues and bias affecting women in work. 2. Illustrate the initial phases of entrepreneurship. 3. Understand and apply the evaluation tools like PESTLE, SWOT and then business model canvas. 4. Understand the value chain and the intensive and integrative growth strategies. 5. Illustrate blue oceans in an industry setup – irrespective of the industry growth rate. 6. Apply perspectives on brand management.\u0000\u0000\u0000Supplementary materials\u0000Detailed teaching notes attached. Teaching notes are available for educators only.\u0000\u0000\u0000Social implications\u0000The case addresses the important gender issues affecting women’s work–life balance. It will also inspire many women through the success of the woman protagonist and her project head well documented in this case study.\u0000\u0000\u0000Subject code\u0000CSS 3: Entrepreneurship\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44651828","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study level/applicability This case study can be used in graduate- and executive-level. Subject Area This case study can be used in entrepreneurship, leadership, crisis management, business succession, organizational behaviour and business expansion. Case overview In 2020, the EtonHouse International Education Group (EtonHouse) celebrated its 25th anniversary. Under the leadership of Ng Gim Choo, founder and managing director, EtonHouse has become a renowned education provider noted for its well-designed inquiry-based curriculum. Since its initial expansion in Singapore, the institution has spread across the world. Throughout its history, EtonHouse has faced many crises. However, employing paradoxical leadership, Ng Gim Choo has managed to accommodate conflicting demands and guide EtonHouse away from adversity. In early 2020, the coronavirus pandemic (COVID-19) posed an unprecedented challenge to EtonHouse. In addition to developing business strategies in response to COVID-19, Ng Gim Choo has been considering whether the time is ripe to hand over the reins to Ng Yi Xian, her son and EtonHouse successor. Expected learning outcomes By presenting the dilemma of business succession in crises, the case study facilitates in-depth discussion of several issues related to family business succession, succession planning and crisis management. Students will be able to explore the following issues: 1. The concept and implications of paradoxical leadership and its application in business decisions. 2. How to lead during crises. 3. The tension between succession plans and crisis management. 4. The characteristics and implications of woman entrepreneurship. Subject code CSS 3: Entrepreneurship.
{"title":"Navigating EtonHouse through crises: the paradoxical leadership of Ng Gim Choo","authors":"J. Lee, Huirong Ju, L. Tan","doi":"10.1108/CFW.2020.000003","DOIUrl":"https://doi.org/10.1108/CFW.2020.000003","url":null,"abstract":"\u0000Study level/applicability\u0000This case study can be used in graduate- and executive-level.\u0000\u0000\u0000Subject Area\u0000This case study can be used in entrepreneurship, leadership, crisis management, business succession, organizational behaviour and business expansion.\u0000\u0000\u0000Case overview\u0000In 2020, the EtonHouse International Education Group (EtonHouse) celebrated its 25th anniversary. Under the leadership of Ng Gim Choo, founder and managing director, EtonHouse has become a renowned education provider noted for its well-designed inquiry-based curriculum. Since its initial expansion in Singapore, the institution has spread across the world. Throughout its history, EtonHouse has faced many crises. However, employing paradoxical leadership, Ng Gim Choo has managed to accommodate conflicting demands and guide EtonHouse away from adversity. In early 2020, the coronavirus pandemic (COVID-19) posed an unprecedented challenge to EtonHouse. In addition to developing business strategies in response to COVID-19, Ng Gim Choo has been considering whether the time is ripe to hand over the reins to Ng Yi Xian, her son and EtonHouse successor.\u0000\u0000\u0000Expected learning outcomes\u0000By presenting the dilemma of business succession in crises, the case study facilitates in-depth discussion of several issues related to family business succession, succession planning and crisis management. Students will be able to explore the following issues: 1. The concept and implications of paradoxical leadership and its application in business decisions. 2. How to lead during crises. 3. The tension between succession plans and crisis management. 4. The characteristics and implications of woman entrepreneurship.\u0000\u0000\u0000Subject code\u0000CSS 3: Entrepreneurship.\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43259843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study level/applicability This case is appropriate for early-stage postgraduate courses in entrepreneurship or business modeling. Subject area Entrepreneurship. Case overview Cosmobio case study presents the journey of Antonella Bognanni, founder and CEO of Cosmobio, along seven years of operations, from the initial assessment of the business opportunity to the launch, relaunch and closure of the business. Expected learning outcomes 1. To establish whether or not a business idea is a business opportunity. 2. To articulate aspects related to management prowess and liability of newness. 3. To differentiate between a lean versus a more traditional approach to business planning. 4. To discuss the potential bias of preliminary research. 5. To apply definitions of first-mover advantage. 6. To discuss how to conduct an environmental analysis; identify industry and target markets; and perform a competitor analysis. 7. To compare low-cost strategies to differentiation strategies. 8. To discuss marketing mix and marketing strategy. 9. To illustrate challenges related to being a solopreneur and related leadership styles or gender issues implications. 10. To illustrate implications related to business failure, past mistakes and lessons learned. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3 Entrepreneurship.
{"title":"Cosmobio: a universe of certified organic cosmetics","authors":"S. Mariano","doi":"10.1108/CFW.2020.000006","DOIUrl":"https://doi.org/10.1108/CFW.2020.000006","url":null,"abstract":"\u0000Study level/applicability\u0000This case is appropriate for early-stage postgraduate courses in entrepreneurship or business modeling.\u0000\u0000\u0000Subject area\u0000Entrepreneurship.\u0000\u0000\u0000Case overview\u0000Cosmobio case study presents the journey of Antonella Bognanni, founder and CEO of Cosmobio, along seven years of operations, from the initial assessment of the business opportunity to the launch, relaunch and closure of the business.\u0000\u0000\u0000Expected learning outcomes\u00001. To establish whether or not a business idea is a business opportunity. 2. To articulate aspects related to management prowess and liability of newness. 3. To differentiate between a lean versus a more traditional approach to business planning. 4. To discuss the potential bias of preliminary research. 5. To apply definitions of first-mover advantage. 6. To discuss how to conduct an environmental analysis; identify industry and target markets; and perform a competitor analysis. 7. To compare low-cost strategies to differentiation strategies. 8. To discuss marketing mix and marketing strategy. 9. To illustrate challenges related to being a solopreneur and related leadership styles or gender issues implications. 10. To illustrate implications related to business failure, past mistakes and lessons learned.\u0000\u0000\u0000Supplementary materials\u0000Teaching notes are available for educators only.\u0000\u0000\u0000Subject code\u0000CSS 3 Entrepreneurship.\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45203285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study level/applicability This case can be used in the core course on entrepreneurship for Bachelor of Business Administration (BBA) and Master of Business Administration/Post Graduate Diploma in Management (MBA/PGDM) students. It will help them to understand the motivations and challenges of women entrepreneurs, strategies to manage challenges, interactive style of leadership and their contribution to the economic growth of the country. Subject area Entrepreneurship. Case overview Roopa Rani, co-founded a digital design company, DesignTheme Innoventics (DTI), with her husband Yoganand, in November 2007, on the first floor of their residence. Yoganand’s creativity and Roopa’s determination made them bootstrap, scale slow and steady. As a novice to the industry, the initial days posed many challenges. Roopa hired artists to be appointed as designers, which gave them a unique selling preposition. They progressed slowly from a team of 2 to 20, with a revenue of INR 0.3M per annum to INR 12M per annum. As the company grew, Roopa wanted Yoganand’s support in handling the responsibilities, and hence, converted DTI into a limited liability partnership in 2013 and the couple were directors. As the client base improved, the need for shifting to a bigger space became more evident. A calculative risk-taker, Roopa, was forced to move DTI to a bigger office space end 2017, with a rent of INR60,000 per month. Meanwhile, they became a team of 20, with revenue of INR12m. The shift from no rent to a rented space made DTI slip to break-even. However, after two years, they moved into a smaller space and it coincided with the COVID-19 outbreak. Although the backlog orders were processed during the first quarter of 2020–2021, the business for the next quarter was affected. Social distancing norms created a shift in the way of doing business, which was a boon for a designing company like DTI. Now, the task before this self-made woman entrepreneur was to formulate strategies to scale up the business. Expected learning outcomes After analysing the case, the students will be able to: i. Value the contribution of women entrepreneurs towards the economy. ii. Examine the motivational factors and challenges of women entrepreneurs. iii. Understand the importance of networking. iv. Appraise the socio-cultural factors in a patriarchal society and their impact on the work-life balance of a woman entrepreneur. v. Appreciate the interactive leadership style of women entrepreneurs. vi. Formulate strategies to scale up the business. Supplementary materials • Agarwal, S., & Lenka, U. (2015). Study on work-life balance of women entrepreneurs – review and research agenda. Industrial and Commercial Training, 47(7), 356–362. doi:10.1108/ict-01–2015-0006 • Amit, R., & Muller, E. (1995). “Push” And “Pull” Entrepreneurship. Journal of Small Business & Entrepreneurship, 12(4), 64–80. doi:10.1080/08276331.1995.10600505 • Buttner, E. H. (2001). Examining Female Entrepreneurs' Manageme
{"title":"Etching a place in the design industry – case of DesignTheme Innoventics","authors":"S. Arjunan, Prathima Bhat, G. R. Kumar","doi":"10.1108/CFW.2020.000007","DOIUrl":"https://doi.org/10.1108/CFW.2020.000007","url":null,"abstract":"\u0000Study level/applicability\u0000This case can be used in the core course on entrepreneurship for Bachelor of Business Administration (BBA) and Master of Business Administration/Post Graduate Diploma in Management (MBA/PGDM) students. It will help them to understand the motivations and challenges of women entrepreneurs, strategies to manage challenges, interactive style of leadership and their contribution to the economic growth of the country.\u0000\u0000\u0000Subject area\u0000Entrepreneurship.\u0000\u0000\u0000Case overview\u0000Roopa Rani, co-founded a digital design company, DesignTheme Innoventics (DTI), with her husband Yoganand, in November 2007, on the first floor of their residence. Yoganand’s creativity and Roopa’s determination made them bootstrap, scale slow and steady. As a novice to the industry, the initial days posed many challenges. Roopa hired artists to be appointed as designers, which gave them a unique selling preposition. They progressed slowly from a team of 2 to 20, with a revenue of INR 0.3M per annum to INR 12M per annum. As the company grew, Roopa wanted Yoganand’s support in handling the responsibilities, and hence, converted DTI into a limited liability partnership in 2013 and the couple were directors. As the client base improved, the need for shifting to a bigger space became more evident. A calculative risk-taker, Roopa, was forced to move DTI to a bigger office space end 2017, with a rent of INR60,000 per month. Meanwhile, they became a team of 20, with revenue of INR12m. The shift from no rent to a rented space made DTI slip to break-even. However, after two years, they moved into a smaller space and it coincided with the COVID-19 outbreak. Although the backlog orders were processed during the first quarter of 2020–2021, the business for the next quarter was affected. Social distancing norms created a shift in the way of doing business, which was a boon for a designing company like DTI. Now, the task before this self-made woman entrepreneur was to formulate strategies to scale up the business.\u0000\u0000\u0000Expected learning outcomes\u0000After analysing the case, the students will be able to: i. Value the contribution of women entrepreneurs towards the economy. ii. Examine the motivational factors and challenges of women entrepreneurs. iii. Understand the importance of networking. iv. Appraise the socio-cultural factors in a patriarchal society and their impact on the work-life balance of a woman entrepreneur. v. Appreciate the interactive leadership style of women entrepreneurs. vi. Formulate strategies to scale up the business.\u0000\u0000\u0000Supplementary materials\u0000• Agarwal, S., & Lenka, U. (2015). Study on work-life balance of women entrepreneurs – review and research agenda. Industrial and Commercial Training, 47(7), 356–362. doi:10.1108/ict-01–2015-0006 • Amit, R., & Muller, E. (1995). “Push” And “Pull” Entrepreneurship. Journal of Small Business & Entrepreneurship, 12(4), 64–80. doi:10.1080/08276331.1995.10600505 • Buttner, E. H. (2001). Examining Female Entrepreneurs' Manageme","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46150313","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study level/applicability MBA, advanced undergrad, entrepreneurship and technology commercialization classes. Subject area Entrepreneurial diversity, equity and inclusion, medical device innovation, and models of business accelerators. Case overview The first half of the case explores Kathryne Cooper’s professional and personal journey and the ways her life experiences inform the goals she helps set for The West Coast Consortium for Technology & Innovation in Pediatrics (CTIP). As an African-American woman codirector of a medical device accelerator focused on the pediatric market, Cooper was acutely aware of the lack of diversity in the tech industry. The second half of the case explores the medical device market and the need for organizations such as CTIP. Cooper implemented a revised application process and system to encourage applications from underrepresented minority founders. CTIP was in a unique position to support concept stage products and nontraditional founders. The case concludes with a description of seven companies that have applied to join CTIP’s portfolio. Students are instructed to consider, as Cooper, which companies to support and what type of support to offer. Expected learning outcomes Explore the ways personal backgrounds inform leadership positions. Analyze how ventures are evaluated from a grant-funded accelerator (in contrast to an investment-fund accelerator). Examine the wide range of support that nontraditional founders require in the underserved pediatric 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. Social implications A model to support diversity of gender and race in entrepreneurship. Subject code CSS 3: Entrepreneurship.
{"title":"CTIP: diversity in medtech","authors":"Pai-Ling Yin, Benjamin Rostoker","doi":"10.1108/CFW.2020.000004","DOIUrl":"https://doi.org/10.1108/CFW.2020.000004","url":null,"abstract":"\u0000Study level/applicability\u0000MBA, advanced undergrad, entrepreneurship and technology commercialization classes.\u0000\u0000\u0000Subject area\u0000Entrepreneurial diversity, equity and inclusion, medical device innovation, and models of business accelerators.\u0000\u0000\u0000Case overview\u0000The first half of the case explores Kathryne Cooper’s professional and personal journey and the ways her life experiences inform the goals she helps set for The West Coast Consortium for Technology & Innovation in Pediatrics (CTIP). As an African-American woman codirector of a medical device accelerator focused on the pediatric market, Cooper was acutely aware of the lack of diversity in the tech industry. The second half of the case explores the medical device market and the need for organizations such as CTIP. Cooper implemented a revised application process and system to encourage applications from underrepresented minority founders. CTIP was in a unique position to support concept stage products and nontraditional founders. The case concludes with a description of seven companies that have applied to join CTIP’s portfolio. Students are instructed to consider, as Cooper, which companies to support and what type of support to offer.\u0000\u0000\u0000Expected learning outcomes\u0000Explore the ways personal backgrounds inform leadership positions. Analyze how ventures are evaluated from a grant-funded accelerator (in contrast to an investment-fund accelerator). Examine the wide range of support that nontraditional founders require in the underserved pediatric market.\u0000\u0000\u0000Supplementary materials\u0000Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.\u0000\u0000\u0000Social implications\u0000A model to support diversity of gender and race in entrepreneurship.\u0000\u0000\u0000Subject code\u0000CSS 3: Entrepreneurship.\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49013267","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Study level/applicability MS / MBA / Executive Education Subject area Leadership Case overview In 2019, French multinational electric utility company, ENGIE SA (ENGIE) was on the verge of zero carbon transition. Under the leadership of Isabelle Kocher (Kocher) who became the CEO in 2016, ENGIE embarked on an arduous journey toward re-profiling ENGIE toward renewable, low-carbon energies, such as solar, green gases and digital. Kocher inherited a loss-making company and took in on a path of transformation toward a company with business lines for future. This meant ENGIE would slowly move out of energy generation through non-renewable sources, toward renewables along with storage and digital technologies. This case chronicles Kocher’s turnaround plans and investments, and explains how she went about making ENGIE a forerunner in energy revolution. While the turnaround was on track, ENGIE was unable to give returns as expected. With mounting pressure Kocher announced a strategic plan in 2019, which reemphasized ENGIE’s focus on renewables and technology. But several major shareholders including the Government of France were not impressed with the plan. It is time Kocher proves that transformation of ENGIE into a clean power company also means returns for the shareholders. Expected learning outcomes The outcomes are as follows: First, to illustrate how leaders bring in change and innovation in large well-established companies. It shows the role of leaders in leading the innovation process and in molding the companies according to the opportunities and threats presented by the macro environment. Second, to analyze the role of a leader in bringing changes in the organization. Third, to understand the strategies used by energy companies as they position their businesses in the context of a changing energy landscape. Supplementary materials Teaching Note Social implications Renewable Energy – Growing cocnern about the impact of climate change on the world at large, has brought to the fore the importance of renewable energy. Subject code CSS 4: Environmental management
研究水平/适用性硕士/ MBA /高管教育学科领域领导力案例概述2019年，法国跨国电力公司ENGIE SA (ENGIE)即将实现零碳转型。在伊莎贝尔·科赫(Isabelle Kocher)于2016年出任首席执行官的领导下，ENGIE开始了一段艰难的旅程，将ENGIE重新定位为太阳能、绿色气体和数字等可再生低碳能源。科赫继承了一家亏损的公司，走上了一条向未来有业务线的公司转型的道路。这意味着ENGIE将慢慢地从通过不可再生能源发电转向可再生能源以及存储和数字技术。本案例记录了Kocher的转型计划和投资，并解释了她如何使ENGIE成为能源革命的先驱。虽然公司扭亏为盈，但ENGIE未能像预期的那样提供回报。面对越来越大的压力，Kocher在2019年宣布了一项战略计划，该计划再次强调了ENGIE对可再生能源和技术的关注。但是，包括法国政府在内的几个主要股东对这项计划不以为然。是时候证明ENGIE转型为一家清洁能源公司也意味着为股东带来回报了。预期的学习结果结果如下:首先，说明领导者如何在大型成熟公司中带来变革和创新。它显示了领导者在领导创新过程和根据宏观环境所呈现的机会和威胁塑造公司方面的作用。第二，分析领导者在组织变革中的作用。第三，了解能源公司在不断变化的能源环境中定位业务时所使用的策略。补充材料教学笔记社会影响可再生能源随着气候变化对整个世界的影响日益受到关注，可再生能源的重要性日益凸显。科目codeCSS 4:环境管理
{"title":"Isabelle Kocher – can she lead a historic turnaround at ENGIE?","authors":"K. Kumar","doi":"10.1108/CFW.2020.000010","DOIUrl":"https://doi.org/10.1108/CFW.2020.000010","url":null,"abstract":"\u0000Study level/applicability\u0000MS / MBA / Executive Education\u0000\u0000\u0000Subject area\u0000Leadership\u0000\u0000\u0000Case overview\u0000In 2019, French multinational electric utility company, ENGIE SA (ENGIE) was on the verge of zero carbon transition. Under the leadership of Isabelle Kocher (Kocher) who became the CEO in 2016, ENGIE embarked on an arduous journey toward re-profiling ENGIE toward renewable, low-carbon energies, such as solar, green gases and digital. Kocher inherited a loss-making company and took in on a path of transformation toward a company with business lines for future. This meant ENGIE would slowly move out of energy generation through non-renewable sources, toward renewables along with storage and digital technologies. This case chronicles Kocher’s turnaround plans and investments, and explains how she went about making ENGIE a forerunner in energy revolution. While the turnaround was on track, ENGIE was unable to give returns as expected. With mounting pressure Kocher announced a strategic plan in 2019, which reemphasized ENGIE’s focus on renewables and technology. But several major shareholders including the Government of France were not impressed with the plan. It is time Kocher proves that transformation of ENGIE into a clean power company also means returns for the shareholders.\u0000\u0000\u0000Expected learning outcomes\u0000The outcomes are as follows: First, to illustrate how leaders bring in change and innovation in large well-established companies. It shows the role of leaders in leading the innovation process and in molding the companies according to the opportunities and threats presented by the macro environment. Second, to analyze the role of a leader in bringing changes in the organization. Third, to understand the strategies used by energy companies as they position their businesses in the context of a changing energy landscape.\u0000\u0000\u0000Supplementary materials\u0000Teaching Note\u0000\u0000\u0000Social implications\u0000Renewable Energy – Growing cocnern about the impact of climate change on the world at large, has brought to the fore the importance of renewable energy.\u0000\u0000\u0000Subject code\u0000CSS 4: Environmental management\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46014301","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
B. Leleux, C. Whitmore, Natalia Ligai, T. Manolikas
Study level/applicability The case provides a great illustration of women leadership in crisis times. A failed merger forced a deep review of the firm strategy and a realization that the legacy leadership arrangement was not optimal anymore. The hustand-and-wife team ended up swapping executive positions, with Charlotte resolutely taking on the CEO position. Subject area The case is designed as an integrative case looking simultaneously at key subjects such as leadership, entrepreneurship and management of a fast growing service firm, strategy as applied to IT consulting and finally gender studies, with the possibility to discuss the impact of gender roles. Case overview The case investigates Charlotte's efforts at building an original Search Engine Optimization firm in Seattle, progressively taking control from her husband to save the firm from bad strategic decisions. Expected learning outcomes The case is written to convey the emotional rollercoaster lived by Charlotte and key decisions she had to make as the leader of this fast growing data analytics firm. Learning outcomes focus on what is expected of a leader in such situation, in particular a female leader in a male-dominated technology environment. 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. Social Implications Consulting in general, and data analytics consulting in particular, are male-dominated worlds where a female leader faces many obstacles to realize their potential. Charlotte provides a masterful example of how to contribute to and lead a fast-growing firm and manage the family and the relationship to a partner who also happens to be the co-founder of the firm. Subject code CSS 3: Entrepreneurship
{"title":"Analytics Pros: taking digital to the next level","authors":"B. Leleux, C. Whitmore, Natalia Ligai, T. Manolikas","doi":"10.1108/CFW.2020.000013","DOIUrl":"https://doi.org/10.1108/CFW.2020.000013","url":null,"abstract":"\u0000Study level/applicability\u0000The case provides a great illustration of women leadership in crisis times. A failed merger forced a deep review of the firm strategy and a realization that the legacy leadership arrangement was not optimal anymore. The hustand-and-wife team ended up swapping executive positions, with Charlotte resolutely taking on the CEO position.\u0000\u0000\u0000Subject area\u0000The case is designed as an integrative case looking simultaneously at key subjects such as leadership, entrepreneurship and management of a fast growing service firm, strategy as applied to IT consulting and finally gender studies, with the possibility to discuss the impact of gender roles.\u0000\u0000\u0000Case overview\u0000The case investigates Charlotte's efforts at building an original Search Engine Optimization firm in Seattle, progressively taking control from her husband to save the firm from bad strategic decisions.\u0000\u0000\u0000Expected learning outcomes\u0000The case is written to convey the emotional rollercoaster lived by Charlotte and key decisions she had to make as the leader of this fast growing data analytics firm. Learning outcomes focus on what is expected of a leader in such situation, in particular a female leader in a male-dominated technology environment.\u0000\u0000\u0000Supplementary materials\u0000Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.\u0000\u0000\u0000Social Implications\u0000Consulting in general, and data analytics consulting in particular, are male-dominated worlds where a female leader faces many obstacles to realize their potential. Charlotte provides a masterful example of how to contribute to and lead a fast-growing firm and manage the family and the relationship to a partner who also happens to be the co-founder of the firm.\u0000\u0000\u0000Subject code\u0000CSS 3: Entrepreneurship\u0000","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42046688","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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