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Advanced Marketing Research
Learn how to develop and apply the latest marketing research methods with this concise, practical textbook that includes real-world data and examples.
Doorsteps
The case explains how a young entrepreneur, Akshay Ruparelia, and his firm, Doorsteps, disrupted the real-estate market in the UK with a cost-driven business model. Though online estate agents had posed a threat to the traditional brick and mortar retailers, Ruparelia, utilizing a low-cost business model, drastically reduced the cost further. He intended to further disrupt the real-estate market and become market leader. However, with several new online estate agents, the real-estate market soon became hypercompetitive. Students are asked about the challenges Ruparelia likely faces as a young entrepreneur? What should he do to further disrupt the real-estate market? As the online estate agencies are becoming more homogeneous, how can he sustain the Doorsteps position in the market?
Netflix
The case discusses continuously evolving human resource management (HRM) practices at Netflix Inc. (Netflix). Reed Hastings, CEO of Netflix, implemented certain unique HRM practices such as not hiring fresh graduates from college or having any formal leave policy. He paid employees above the market rate salary but when performance and skills went below standard, fired employees. In 2018, he introduced a transparent pay policy and, in 2019, introduced weekly employee surveys. As Netflix internationalized to Asian countries such as Japan, Hastings continued with the same HRM policy of hiring and firing. It was to be seen if such policies would work in international markets and if employees would be motivated by the transparent pay policy of Netflix. Should Hastings continue these human resource practices as Netflix expands into global markets? Should he accord more importance to Netflix's corporate culture or to the national culture of a country where Netflix operates? What advantages can standardization of HR practices provide to Hastings?
Robinhood
Robinhood Financial LLC (Robinhood), an app-based financial service company based in California, offers commission-free stock trading to inexperienced retail investors. On January 28, 2021, Robinhood halted the trading of GameStop Corp (GameStop) stocks and a few other companies' stocks, as retail investors won against short sellers by driving stock prices high. Promotion and discussion on GameStop's and other companies' stocks by community members of WallStreetBets, a channel of Reddit, and others on social media, including tweets from Elon R. Musk (CEO of Tesla), led to a rapid increase in the price of stocks of the companies. In February 2021, Robinhood received criticism from investors a...
Wipro's Journey Towards Regaining a Market Leadership Position
The case explains how Thierry Delaporte, a newly appointed non-Indian CEO of Wipro Ltd., enhanced the performance of the IT firm when it was losing its market leadership position in the Indian IT sector. Wipro is an India-based family business with significant investments in IT. A citizen of France, Delaporte restructured the company and enhanced the acquisitions spree of Wipro without visiting India, managing all operations online from his home country. By October 2021, Delaporte had beaten investors' revenue expectations for the second quarter of 2021, but Wipro reported a 9% decline in profit for the second quarter of 2021 compared to 2020. However, this loss was attributed to the costly acquisition of Capco. Would Delaporte help Wipro regain its leading position in the Indian IT industry? Should he refine his strategies or continue the course? Was the Wipro board's decision to hire Delaporte appropriate, or should Wipro have hired a local country executive?The case encourages students to explore how to successfully restructure a business. It also helps students evaluate the challenges and advantages of hiring foreign CEOs.
The Conversation on Work
From contributors to TheConversation.com, illuminating essays on how and why working in the twenty-first century is rapidly changing. Work has evolved tremendously over the last 50 years and even more so since the COVID-19 pandemic. In The Conversation on Work, editor Ian O. Williamson assembles essential essays from The Conversation to explore paradigmatic shifts in how people workâand what these changes mean for the future of labor. Covering diverse and urgent topics such as burnout and mental health, remote and hybrid working environments, unions, and job inequities among marginalized groups, the authors critically examine the future of the changing workplace. Essays on how artificial intelligence will affect workers and companies, the effects of the COVID-19 pandemic on workplaces, and other critical labor trends round out the collection. The Critical Conversations series collects essays from top scholars on timely topics, including water, biotechnology, gender diversity, and guns, originally published on the independent news site The Conversation.
Growth Strategic Options of Kraft Heinz
This case discusses how a leading U.S.-based food retailer, Kraft Heinz Co (hereafter Kraft Heinz), was, by February 2019, performing poorly in the stock market. Critics believed that heavy debt, its implementation of zero-based budgeting, and lack of innovation in organic food categories, where there was a significant shift in consumer preference, were key reasons for Kraft Heinz's downfall. The company not only tried to introduce new products and brands but also expanded into the organic food category by acquiring startups. Kraft Heinz intended to sell some of its existing brands as well, yet several challenges remained for CEO Miguel Patricio, who was appointed in July 2019. Students are asked to consider what strategic options Patricio should pursue for the growth of Kraft Heinz. Should he discontinue the implementation of zero-based budgeting and invest more in innovation? Is a high debt-earnings ratio likely to impact Patricio's decision? How should Patricio manage the brand portfolio of Kraft Heinz?
Arla Versus Oatly
The case discusses the competitive rivalry between two Swedish companies, Arla and Oatly. Oatly, a plant-based milk company, gained popularity after criticizing dairy milk, offered by Arla, which according to Oatly was not environment-friendly. Globally, consumers were also shifting to plant-based milk, due to health concerns associated with dairy milk such as lactose-intolerance. Arla retaliated by not only launching advertisements and legal wars against Oatly but also launching organic dairy milk and plant-based milk. Peter Tuborgh, CEO of Arla, needs to identify ways of remaining relevant with Arla's different product offerings. Meanwhile, Toni Petersson, CEO of Oatly, was keen to change the milk consumption habits of consumers. Amidst this corporate war, it was to be seen how the future of dairy and plant-based milk was shaped. What strategies can Tuborgh take to keep Arla relevant? What strategies convinced Petersson to aggressively compete against Arla?
Beladon
This case is about Beladon, a Dutch property company led by Peter van Wingerden. Wingerden and his wife, Minke van Wingerden, launched the world's first "floating farm" in Rotterdam in 2019. A floating farm refers to a dairy farm that floats on water, with cattle residing on it. Van Wingerden created these farms from an environmental perspective to reduce the distance between the food source and its consumption and control transport-related pollution. Experts are concerned about the concept of floating farms as this new type of farm implies that land-based dairy is so dysfunctional that marine alternatives had to be generated. Moreover, they believe that floating farms might not be a natural environment for cattle. Is van Wingerden correct in progressing with the development of floating farms? How is he making these farms sustainable?
