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Wolters Brewery (B): Traditions for the Future
Klaus MeyerCase IVEY-9B12M010-EEntrepreneurship, Marketing, StrategyThis case is a supplement to Wolters Brewery (A): Negotiating Restructuring. It gives a debriefing of the (A) case. It is also an independent case on small- and medium-sized enterprises facing issues of local brand marketing in an industry increasingly dominated by global players, and of developing exports from scratch.Starting at €5.74
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True Fruits: A Juiced-Up Internationalization Strategy
Marc Fetscherin; Patrick SellCase IVEY-9B17A058-EEntrepreneurship, Marketing, StrategyIn 2017, True Fruits, a German smoothie company, was operating in three European markets. The company had developed flash pasteurization, which was an efficient and gentle production process that made their product one of the highest quality smoothies in the world. The company successfully exported its product to premium Austrian and Swiss supermarkets, and was planning further expansion within Europe. True Fruits had strong brand loyalty, and a ...Starting at €8.20
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Wolters Brewery (A): Negotiating Restructuring
Klaus MeyerCase IVEY-9B12M009-EEntrepreneurship, Marketing, StrategyPart (A) of this case series presents the situation of a multinational brewer, InBev, having acquired several breweries in Germany, and wishing to proceed with operational integration and the closure of smaller, less efficient plants. This move triggers resistance not only from the local workforce, but the local community. For InBev, this is a case of corporate restructuring and strategy implementation. Yet for a group of local entrepreneurs, thi...Starting at €8.20
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LIDL: A German Grocer in the United States
Lubna Nafees; Neel Das; Mokhalles MehdiCase IVEY-9B19A007-EMarketing, StrategyIn 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, ho...Starting at €8.20
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Berlin Brandenburg International Airport
Teworte, Victoria; Martínez de Albéniz, VictorCase P-1142-EInnovation and Change, Service and Operations Management, StrategyJust after German reunification in 1990, plans were made for a single, new airport to concentrate all the traffic of the new capital Berlin. Twenty-five years later, Berlin Brandenburg International Airport (BER) was still not operational. The project was amassing mistakes and had already seen four delays, due mainly to the fire detection system. At the end of December 2014, the Supervisory Board announced that the airport would finally open in t...Starting at €8.20
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Employer branding en Siemens: ¿quién lidera la marca (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368Innovation and Change, Leadership and People Management, MarketingEn 2015, Siemens se enfrentaba a una crisis de reclutamiento. En un momento en que la digitalización y la ciencia de datos eran claves para la ingeniería, se vio compitiendo con empresas como Google, Apple o Microsoft, mucho más atractivas para trabajar. De hecho, una encuesta de la propia compañía reveló que casi todos sus grupos de interés la veían como una empresa anticuada, poco atractiva y conservadora, una imagen que no reflejaba el trabajo...Starting at €8.20
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Net Working Capital (NWC) at Henkel
Mitchell, Jordan; Rahnema Alavi, Ahmad; Sachon, MarcCase F-810-EFinance, Service and Operations ManagementThis case tracks Henkel's initiative in reducing its net working capital (NWC). The case can be used in a both a finance and a supply chain management class to illustrate net working capital and the link between the strategic/financial notions of NWC and operative efficiency of the supply chain.Starting at €8.20
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Siemens Employer Branding: Who Owns the Brand (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368-EInnovation and Change, Leadership and People Management, MarketingIn 2015, Siemens was facing a recruitment crisis. In an era in which digitization and data science were key in engineering, it found itself competing for talent against the likes of Google, Apple and Microsoft, while being perceived as a much less attractive place to work than those hotshot companies. After carrying out a survey, Siemens discovered that it was seen by nearly all stakeholders as an old-fashioned, unattractive and conservative comp...Starting at €8.20
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Healy Hudson: Soluciones de aprovisionamiento electrónico
Sachon, MarcCase P-1019Information Technologies, Service and Operations ManagementLa empresa, ubicada en Munich, Bavaria, es una pionera en el mundo de las adquisiciones electrónicas. Ha desarrollado un sistema de compras "on-line" para el sector del "Business-to-Business". En el año 2000 vendió dos productos de comercio electrónico: "Impact Ordering" e "Impact Sourcing". El primer producto era una sistema simple de pedido por catálogo electrónico, y el segundo producto estaba diseñado para el aprovisionamiento de productos co...Starting at €8.20
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L'Oréal USA: Digitally Optimizing Consumer Insights
Dennis Paris; Sheri Lambert; Amy LavinCase IVEY-9B21A012-EMarketingNima Gohil, head of the new digital and creative consumer research department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. L’Oréal’s competitors were using new digital media to highlight beauty products to current and new users, and L’Oréal was under pressure to develop a better way to connect with consumers to maintain—if not grow—marke...Starting at €8.20