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Storming into the U.S. Market (Spanish version)
Bartlett, Christopher A.; Gordon, Rachel; Lafkas, JohnCase HBS-918S10StrategyThe RoboTech case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative product (a specialized surgical robot) in an unfamiliar market segment (spinal surgery) and decides to enter the unfamiliar, distant U.S. healthcare market, which is characteri...Starting at €8.20
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Women's Tennis Association Comes to China - But Who (B)
W. Glenn Rowe; Sharda PrashadCase IVEY-9B10M027-EStrategyIn 2007, the Women's Tennis Association (WTA) was facing a saturated market for women's tennis and identified Asia as a growth area. Subsequently, it committed to opening a regional office in Beijing but was unsure how to approach staffing the local office. The dilemma revolved around the intricacies of determining the appropriate mix of local employees and expatriates. The goal of the staffing plan was to achieve a quick, efficient and lasting p...Starting at €5.74
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Consultancy Development Organization
W. Glenn Rowe; Unnat KohliCase IVEY-9B08M034-EStrategyThe director of Consultancy Development Organization (CDO), a not-for-profit organization that helps develop the consultancy profession in India, needs to respond to CDO's poor morale and specifically to the recent incident with the deputy director of projects. The director's encounter with the deputy director was the latest in a series of frustrating experiences that he has faced since joining CDO the previous year. The director needs to decide ...Starting at €8.20
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Greenkraft: Ensuring Sustainability During and Post COVID-19
Jaydeep MukherjeeCase IVEY-W31072-EStrategyGreenkraft Private Limited (Greenkraft) supplied artisanal products to global clients and was an India-based not-for-profit organization. The company worked to address the socio-economic needs of artisan women. For 800 women workers, the Greenkraft production unit symbolized independence and pride, motivating them to work and deliver quality output. During the COVID-19 pandemic, Greenkraft was compelled to adopt home production to supplement prod...Starting at €8.20
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Mantra Ayurveda: Scaling Direct-To-Consumer Marketing
Aditi Saini; Jaydeep MukherjeeCase IVEY-W25497-EMarketing, StrategyMantra Ayurveda (Mantra), established in India in 2020, manufactured and marketed luxury Ayurvedic skin care and hair care products. The brand’s equity in the Indian market was low, its performance marketing efforts were not leading to expected revenue gains, and the revenue from direct-to-consumer (DTC) initiatives had experienced a negligible uptick in financial year (FY) 2020–21. In April 2021, the chief executive officer would have to convinc...Starting at €8.20
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Redesigning the Wedding Dress Experience: A Podcase with Leslie Voorhees and Calley Means of Anomalie, Teaching Note
Rayport, Jeffrey; Lafkas, JohnTeaching Note HBS-7226-EEntrepreneurshipTeaching note for 7125.Starting at €0.00
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RoboTech: Storming into the U.S. Market, Teaching Note
Bartlett, Christopher A.; Lafkas, JohnTeaching Note HBS-918502-ETeaching note for case 918501.Starting at €0.00
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Yama Ribbons & Bows Co., Ltd.: Where to Next
Zhiduan Xu; W. Glenn RoweCase IVEY-9B14M077-EEntrepreneurship, StrategyIn March, 2014, the founder and chairman of the board of Yama Ribbons & Bows Co., Ltd., the world's largest polyester ribbon manufacturer based in Xiamen, China, was reflecting on the awards, accolades, victories and revenue growth that he had achieved over the past 16 years. In spite of the problems that beset the Chinese ribbons industry — intense competition, rising labour and production costs and strict international regulation of imports — t...Starting at €8.20
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Women's Tennis Association in Asia - But Where (A)
W. Glenn Rowe; Sharda PrashadCase IVEY-9B10M026-EStrategyIn 2007, the Women's Tennis Association (WTA) was facing a saturated market for women's tennis and identified the emerging middle-class in Asia as a growth area. The chief operating officer (COO) of the WTA was faced with a dilemma: He had to decide the new location of the Asian regional office of the WTA and present his recommendation at both the next board meeting and the WTA Global Advisory Council. The COO's presentation had to include the ra...Starting at €8.20
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Boosting Boost: Charting Growth Opportunities
Jaydeep Mukherjee; Sriram PadmanabhanCase IVEY-9B15A003-EMarketing, StrategyThe general manager of GlaxoSmithKline India has been tasked to increase annual sales of the health food drink Boost to upwards of 18 per cent, without any significant change in contribution margins.Repositioning the brand could increase the size of the target market, but may also jeopardize the brand’s sharply defined positioning. Attempting expansion of the distribution network, where the competition is strong and deeply entrenched, might strai...Starting at €8.20