Despite the hype, metaverse marketing isn't a fad that brand strategists can ignore. Here are 6 mistakes to avoid when entering the emerging virtual world marketplace.
When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, digital technologies were on the rise, and innovation needed to become a strategic imperative at the company. Banga tasked Garry Lyons, who had joined Mastercard through the 2009 acquisition of Orbiscom, with infusing innovation into Mastercard's culture. With a significant incremental investment, and free reign to spend it as he pleased, Lyons created Mastercard Labs-a global innovation lab network that became a catalytic force for change at the company. In 2018, Ken Moore, a former innovation leader at Citigroup, became Mastercard Labs' new leader. By then, Mastercard had made significant progress on its journey of cultural and digital transformation, but the company had to continue to think and act differently in order to compete and thrive in the fast-changing digital world. Moore's task was to evolve Mastercard Labs so that it could continue delivering value to Mastercard.
In July 2019, J.Crew Group Inc., a multi-brand, multichannel specialty US clothing retailer, was investigating a launch within a new apparel category. The company’s marketing research manager had been tasked with interpreting trends and market potential within the industry as well as primary customer research, to recommend a new product line that would increase revenues. She saw three main potentially viable options in the rental, resale, and athleisure markets. Using a mixed methods approach, the research manager would need to provide the chief marketing officer with her recommendation regarding a new product line for J. Crew Group Inc..
Keith Bender, Principal at Pear Venture Capital, is working over the weekend to prepare for a Monday morning investment meeting. He has three startup pitch decks in front of him, and he must choose one to recommend at the meeting. He finds that each company has its strengths and weaknesses, but each has a notable advantage. The first company has a particularly compelling product, the second company is in a strong market, and the final company has a highly experienced team. Which pitch deck should Bender recommend?
Follows the journey of lawyer Marsha Simms from her childhood in racially-segregated St. Louis to the upper echelons of the New York legal community. Describes her education, career choices, accomplishments, and setbacks. Highlights significant moments such as her decision to attend law school; discovering a practice area she excelled at; failing to advance to partner at one firm; moving firms and achieving partnership; and joining her first board of directors. Explores how she navigated a majority-white, male-dominated industry as a Black woman and contextualizes Marsha's career trajectory within the history of racial and gender discrimination in the legal field.
This case set follows Alex Stewart, who has built and runs a green energy development firm in the United States. After finding success finding and using underutilized rooftops to erect solar panels and wind turbines in major US cities where the existing power grid couldn't meet growing demand, Stewart is now looking for similar opportunities in Europe having spent the last two years doing research, forming the necessary networks and partnerships, and beginning the long process of due diligence and negotiations with countless public and private stakeholders. However, a person who had become Stewart's major competitor (someone he had shared the idea with because he assumed this person had no intention to do anything) has begun to show up either before or right after his team's meetings with local officials as a competing bidder. After this happened in three separate countries, Stewart knew he had a big problem on his hands. He hired an internationally renowned security firm, who advised him that while there were likely several sources to the leaks, including phone tapping and office bugging, the most certain one was the nightly trash. Students are asked to read Part A of the case-which describes a (disguised) situation that actually occurred-in class and immediately write down their thoughts about what Stewart should do, starting with whom he should (or should not) approach for advice. Part B presents a difficult conversation between Stewart and his wife about what to do next.
This case set follows Alex Stewart, who has built and runs a green energy development firm in the United States. After finding success finding and using underutilized rooftops to erect solar panels and wind turbines in major US cities where the existing power grid couldn't meet growing demand, Stewart is now looking for similar opportunities in Europe having spent the last two years doing research, forming the necessary networks and partnerships, and beginning the long process of due diligence and negotiations with countless public and private stakeholders. However, a person who had become Stewart's major competitor (someone he had shared the idea with because he assumed this person had no intention to do anything) has begun to show up either before or right after his team's meetings with local officials as a competing bidder. After this happened in three separate countries, Stewart knew he had a big problem on his hands. He hired an internationally renowned security firm, who advised him that while there were likely several sources to the leaks, including phone tapping and office bugging, the most certain one was the nightly trash. Students are asked to read Part A of the case-which describes a (disguised) situation that actually occurred-in class and immediately write down their thoughts about what Stewart should do, starting with whom he should (or should not) approach for advice. Part B presents a difficult conversation between Stewart and his wife about what to do next.
The SoftBank Vision Fund case examines the history and evolution of late-stage venture investing and explores SoftBank's evolving investment strategy. SoftBank Investment Advisers, the investing arm of SoftBank group, manages two of the world's largest venture capital funds - SoftBank Vision Funds 1 and 2. The SoftBank Vision Fund case follows Lydia Jett, Managing Partner at SoftBank Investment Advisers, as she describes the firm's pre-investment due diligence process and post-investment support to help address issues and accelerate growth. The case also explores the impact that large venture capital funds and non-traditional venture investors have had on deal size, speed of transaction and competition in venture capital investing.
Mar Hershenson and Pejman Nozad founded Pear VC in 2014 to invest in early-stage start-ups in Pre-Seed and Seed funding rounds. Over the years, Pear developed numerous cohort-based programs to work with founders and build new ventures such as Pear Garage, Pear Competition, and Pear Fellows. The case examines the history and evolution of the early-stage venture capital industry over the last two decades. The case also explores the challenges associated with managing and scaling early-stage venture capital firms. Hershenson and Nozad provide insight into different aspects of early stage venture capitalists' jobs: deal sourcing, pre-investment due diligence, work to support portfolio companies, and managing the venture capital fund as a business.
This case relates to a novel human resource initiative undertaken by IOCL, one of India's largest public sector organizations. IOCL, a Fortune 500 organization, had 33,000 employees spread across seven business divisions and 40 offices across India and abroad. When Ranjan Mahapatra assumed office as Director of Human Resources at IOCL in February 2018, he realized that many IOCL employees perceived that the human resources department is distant and indifferent, in spite of increasing automation of human resources function. Several concerns related to human resource policies remained unaddressed, although the organization had complaint redressal forums. Mahapatra proposed an idea of a novel role of a human resource facilitator (HRF), HR personnel who would act as a single point of contact for employees within their department and ensure that employee concerns are addressed while navigating the organizational bureaucracy. The case describes how Mahapatra and his team implemented the new HRF scheme. Within seven months of its introduction, the 41 HRFs successfully resolved 1600 queries raised by the employees, which was widely appreciated by the IOCL employees. The case ends by highlighting some challenges faced by HRFs and leaves Mahapatra wondering whether he should delay the launch of the HRF scheme in other business verticals until these challenges are overcome.
This reading provides principles and practices managers can draw upon to leverage differences in social identities - such as gender and race - to create more effective work relationships, teams, and organizations. The Essential Reading's first section draws upon research to argue that diversity can contribute to organizational effectiveness, but only if managed well. The second section delves into the meaning of social identity and unpacks prejudice, bias, and discrimination in the workplace. The third section lays out how social identity dynamics commonly play out in organizations, and the fourth section presents core principles, with associated practices, to help manage social identity differences. Concepts covered include stereotype threat, implicit bias, tokenism, first- and second-generation discrimination, identity abrasions, and common perspectives on diversity in organizations. The Supplemental Reading addresses three topics relevant to managing gender diversity: work/life balance, sexual harassment, and masculinity in the workplace. The reading has five videos: "Stereotype Threat" presents a seminal study on this phenomenon, "The Invisible Winds of Discrimination" provides a useful metaphor for managers of diverse workforces, "Learn, Unlearn, Learn" shows how identity abrasions can lead to cross-identity learning, "The Impact of Implicit Bias on Leadership Assessment" provides an example of how male and female leaders are often viewed differently, and "Addressing Gender Bias" highlights successful interventions to overcome bias in organizations. The reading includes a link to the Implicit Association Test, enabling them to better understand the concept of implicit bias.
Blu-Smart Mobility Pvt. Ltd. (BluSmart) was India's first company to foray into the electric mobility space. Launched in 2019, BluSmart offered ride sharing, car sharing, and shared charging services, and aimed to make India a pollution-free country by providing customers with a complete urban mobility solution. Within a year, BluSmart had garnered investors' attention and received millions in funding to grow its fleet. It also planned to expand its three services to other Indian cities. However, BluSmart's future in India was not without challenges. How would these constraints affect BluSmart's growth, and how could it expand in the Indian market?
In October 2021, the fictional vice president of supply chain sustainability at Tesla is working on finding the best way to achieve Tesla's goal of 100% recycling for the batteries in its electric vehicles (EVs) as they reach their end of life. A major challenge in this effort is that the current global capacity for lithium-ion recycling is in a nascent stage. Although the immediate need is relatively low since almost all batteries in present-day EVs have a lot of life left, by 2030 there is a forecasted need for about 1.2 million pounds of batteries to be recycled each year. Also by 2030, the first two million Tesla vehicles will be between 10 and 18 years old, meaning that hundreds of thousands of those are likely to have left the road and required decommissioning. Further complications are the general need for lithium-ion batteries to be recycled due to their high content of toxic and heavy metals; the fact that some substances in the batteries are conflict minerals; and the requirements and expectations for Tesla regarding environmental, social, and governance (ESG) compliance and investing. The case introduces students to the history of EVs, the components of EV batteries and the battery supply chain, the process for EV battery recycling, and a general overview of ESG, as well as how it applies to Tesla.
Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium "smart" EVs. Its mission was to "shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021, Founder William Li shared plans for the company to expand to 25 different countries and regions by 2025, including the automobile juggernaut nation of Germany. Would users in other markets and cultures embrace his user enterprise and high-touch model? NIO faced tough competition ahead in the race for EV supremacy.
In April 2020, the head of the corporate social investments (CSI) division of Investec South Africa (Investec SA), was working to ensure that Investec SA CSI could continue to create opportunities for young people to become active economic participants in society while it also salvaged the school year for students already enrolled in its flagship education program, Promaths. To save the school year, he would have to shift the entire curriculum online, and this presented both an opportunity and a dilemma: How could he harness the crisis of the pandemic to scale up the Promaths program and reach more learners by using quality and affordable program delivery? How could he adapt quickly to make a greater impact with the online Promaths program? He knew that this had to happen fast, but he also saw this as an opportunity to amplify the reach and impact of the Promaths program.
Blu-Smart Mobility Pvt. Ltd. (BluSmart) was India’s first company to foray into the electric mobility space. Launched in 2019, BluSmart offered ride sharing, car sharing, and shared charging services, and aimed to make India a pollution-free country by providing customers with a complete urban mobility solution. Within a year, BluSmart had garnered investors’ attention and received millions in funding to grow its fleet. It also planned to expand its three services to other Indian cities. However, BluSmart’s future in India was not without challenges. How would these constraints affect BluSmart’s growth, and how could it expand in the Indian market?
The Serum Institute of India (SII), the world’s largest vaccine manufacturer by volume, faced a unique challenge in the manufacture and distribution of COVID-19 vaccines to its major stakeholders. SII had COVID-19 vaccine manufacture and supply commitments to COVAX, a joint initiative ensuring equitable access to COVID-19 vaccines for all countries and a transfer technology (licensing) agreement with AstraZeneca PLC to supply its COVID-19 vaccine. However, a sudden surge of COVID-19 cases in India during the second wave of the pandemic sharply increased demand for COVID-19 vaccines in the country, forcing the government of India to temporarily ban the export of vaccines from India. At the same time, a ban imposed by the United States on the export of critical raw materials and components used for vaccine manufacturing threatened to bring the vaccine production process at SII to a halt. SII’s chief executive officer had to now juggle meeting domestic demand within India and fulfilling SII’s international supply commitments. Failing to deliver on the commitments would not only spell legal trouble but also pose long-term reputational and business risks for his company. He had few options to navigate the situation.
The chief financial officer (CFO) of AngloGold Ashanti Limited (AngloGold Ashanti), one of the world’s largest gold mining companies, had for one year served as the company’s interim chief executive officer (CEO). In the summer of 2021, she accepted an invitation to speak at a luncheon for young female business leaders in the mining industry prior to learning of the unsuccessful outcome of her attempt to secure the permanent CEO position. The company had just announced that a man and seasoned CEO from Colombia would be assuming the role. She now found herself struggling with how to best position her message of inspiration to the young leaders, given the personal impact of the outcome of the CEO search. As a values-based leader, she acknowledged the importance of delivering a message of hope to the aspiring leaders, as well as the importance of honouring her own values. The outcome of her application for the permanent CEO position had also left her with the decision of whether to stay with or leave the organization.