Demarketing is a way for managers to cope with excess and/or undesirable demand for their products or services. In this article, we revisit the original framework and modify the classification scheme of demarketing concepts introduced by Kotler and Levy to reflect more contemporary issues. Previously, general demarketing topics addressed ways to curb excess demand due to temporary shortages, chronic overpopularity, and product elimination-all from a microenvironmental perspective.Herein, we add macroenvironmental concepts of protective demarketing and preventive demarketing. Formerly, selective demarketing addressed either undesirable or unprofitable consumption of the legitimate product/service; today, however, many firms across several sectors are fighting against the undesirable consumption of illegitimate products/services, such as pirated and counterfeit goods. We thus introduce the notion of combative demarketing. We conducted personal interviews with several industry experts to provide insight regarding current demarketing tools. Our discussions highlighted various measures that managers can employ to manage consumer demand, including using smaller packaging to reduce sugar/fat content, increasing the price of water, limiting visitor access to national parks, and educating consumers to identify counterfeit goods.
Firms use flexible work arrangements (FWAs) to attract, retain, and satisfy human resource capital, while workers use them to manage work and nonwork demands and to reduce stress and conflict. Yet, even when firms have such policies on the books, employees often do not use them because they perceive a lack of support from their organization or their supervisor. Employees may even feel that they will be stigmatized for using such policies. Using an ecological framework, we examine factors that influence support for FWAs at multiple levels: the organization or business unit, the supervisor or work group, and the individual. We offer recommendations to address the mechanisms that affect FWA support at these levels of analyses and present ways organizational leaders may positively influence a work environment by supporting workplace flexibility.
Females represent just 6% of Fortune 500 CEOs in the U.S. Which competencies, traits, motivations, and experiences drive female CEOs to the corner office? Our study includes interviews with 57 women, all current and former CEOs of Fortune 500 companies, in an effort to explore the common characteristics of female CEOs and record their experiences as well as actions organizations took that supported-and hindered-their leadership ascents. We found common themes of female CEOs' courage, risk taking, resilience, and ability to manage ambiguity. Women need not shy away from tough and unpredictable job assignments that will build these characteristics. To this end, we suggest steps organizations should take to cultivate a robust pipeline of female talent in the workplace.
A majority of mothers with infants less than 1 year old participate in the labor force. Employers can modify the physical and social environments at work to accommodate breastfeeding employees and enable continued participation in the labor force. The purpose of our article is to (1) characterize breastfeeding policies and programs offered at workplaces currently in two Pennsylvania cities and (2) identify improvement areas to support breastfeeding employees in the workplace. We partnered with two business groups on health in Pennsylvania and electronically administered a survey to their employer members. Responses were aggregated into a workplace lactation support score that included scores on physical space, time, policy, and resources. Higher scores indicate that employers offered a large number of workplace lactation supports. We conclude by offering specific improvement opportunities that include a written policy communicated to all employees and the formal communication of lactation services. Employers can utilize workplace lactation support scores to elect interventions that are feasible for implementation in their organizations.
As demonstrated by both empirical and non-empirical research, women are more likely than men to be a target of workplace incivility. This manifests in a variety of negative outcomes for female employees, including turnover intentions, poor performance, and higher levels of stress. The problem is exacerbated for women in STEM fields due to factors unique to these industries. Herein, we outline the unique characteristics of STEM organizations that can foster the creation and sustenance of an atmosphere promoting workplace incivility against female employees. Then, we provide five best practice recommendations geared toward reducing incivility, improving work climate, and promoting overall retention of women in STEM.
In the information technology (IT) industry, women constitute only 33% of employees at the entry level and 17% at the leadership level. In this article, we outline the status of women in the workforce and discuss issues that affect their participation, with a specific focus on the IT sector. We claim that U.S. corporations can influence gender diversity in the IT industry by leveraging their relationships with IT suppliers. To this end, we propose the application of Nudge Theory during the strategic sourcing of IT services. We begin our narrative by describing the current state of gender diversity initiatives. Then, we detail gender diversity initiatives in the sourcing process as revealed by a survey on the topic as related to IT suppliers. We then briefly define Nudge Theory and provide examples of this theory as applied to an organization's supplier base. Finally, we present the details of our recommendation, which suggests that sourcing groups should include questions regarding women's participation in the IT supplier's workplace during competitive market events. We conclude with a call to action and a call to research.
In December 2010, Shridhar Sethuram was evaluating an investment in a joint development of residential flats in Gachibowli, an information and technology (IT) hub near the city of Hyderabad in central India. Sethuram and his team at AMII Advisors, a private equity (PE) investment firm, had recently raised US$170 million with a mandate to invest the funds in the real estate market in India. Sethuram, on behalf of his investment firm, had to decide whether to invest in the Gachibowli project and how to structure the investment deal. This case is written from the perspective of a decision maker at a private equity investment fund. It provides a look at the manner in which a private equity real estate fund evaluates an opportunity and structures a real estate investment in a developing country. The case is set in India, where a large corpus of capital sourced from the US has been deployed since the early 2000s.
An investment analyst at a fictional wealth fund (SWF) is concentrating on India's high-growth, high-potential fast moving consumer goods (FMCG) sector and selects a few strong performers in both public and private markets to recommend to the management as an investment. The Indian FMCG sector has been trading at high market multiples compared to other sectors, and thus, he also needs to analyze if these high valuation levels are justified. In valuing Patanjali, a privately-held company that is a very strong performer with an unusually rapid growth trajectory, he needs to factor in both tangible and intangible information, giving special attention to the company's unusual origins and atypical management.
Nigel Le Quesne, CEO of Jersey-based financial services firm JTC, firmly believed that "shared ownership" was at the heart of his company's successful track record. The firm had seen its revenues, profits, and number of clients and staff grow steadily throughout its over 30-year history, and management attributed much of its competitive edge to its culture in which engaged employee owners had fully aligned interests and collaborated for the greater good of the firm. Le Quesne had seeded the first employee benefit trust with some of his own equity when becoming CEO in 1998, making all employees-from the receptionists to top executives-direct shareholders in the firm. Over time, the employee owned equity had grown from 5% to 23% and the trusts created significant value that had already been directly distributed to employees in two past pay-out events. In 2018, after JTC's successful IPO, Le Quesne and his leadership team have to decide if and how to adjust the shared ownership tools to their new public markets environment.
The first Freshippo store opened in Shanghai, China in January 2016. It was not until nine months later that the second store was opened. However, from that point on, Freshippo stepped up its nationwide expansion by opening a new store every six days, on average. By June 2018, Freshippo owned 46 stores in 13 cities and had set a target of operating over 100 stores by the end of 2018. When entering a Freshippo store, customers not only saw an array of fresh produce that reminded them that they were in a supermarket, but they also saw food being prepared, people dining, and meals being packaged and sorted in bags for customers to pick up and take home to eat. Although the number of services were impressive, flaws had started to surface in the evolution of Freshippo’s business model, such as store management issues, poor service, and long wait times for food preparation. Freshippo had to make some decisions regarding expanding and exploring new business models, or instead resolving problems and making improvements. Which option was a higher priority?
In August 2018, MoviePass, a New York City–based movie ticket subscription service, faced an acute cash crisis that threatened its ability to continue in business. The company had disrupted the movie exhibition industry by offering movie tickets at a discounted monthly subscription price. Despite having quickly grown its subscription base to 3.2 million, it faced several challenges. The company had cash to survive for only the next two months, and a competitor was pushing its own subscription service. As a disruptor in the newly emerging subscription economy, MoviePass faced an existential crisis. How could the chief executive officer and his team increase MoviePass's subscription base and turn the company’s first-mover and wider-network advantages into greater profitability—before the company ran out of capital?
By 2018, NIO Inc. was more than just a car company. By providing high-performance smart electric vehicles and the ultimate user experience, NIO had shown its commitment to creating a pleasant lifestyle for its users and creating a worldwide “user brand.” Based on mobile Internet thinking, NIO created its own unique business model with the user experience at its core.<br><br>Unlike Tesla Inc., NIO took only four years from its inception to its launch, while Tesla spent about seven years to achieve this. While NIO and Tesla were often equated, NIO’s founder, Ben Li, specifically differentiated NIO from Tesla with his powerful statement that “becoming the world’s most user-satisfied company is more important than revenue.” To achieve this great value proposal, NIO had to develop its own business model.
As recently as 2017, General Electric (GE) had been touted as an example of how established companies could pre-emptively transform their businesses digitally, without waiting to be forced to do so by their competition. But in 2018, the wheels appeared to fall off GE's transformation, amid a crisis that included leadership changes, dividend cuts, credit downgrades, and a stock price crash. The company announced that it would sell GE Digital, the newly built-up organization at the heart of its celebrated transformation. This case examines the digital transformation that GE had been attempting and the challenges it encountered. Students will develop ideas about what happened and what GE’s experience means for digital transformation initiatives within other established firms.
In January 2019, the account manager of a social finance program that provided loans to early-stage, high-growth social enterprises, was reviewing a working capital and long-term loan request for a non-profit urban farm. The farm's board of directors needed the funds to further scale the company for its third growing season. The account manager needed to consider the business’s feasibility and social impact when making the decision.
In 2014, the Internet of things (IoT) was still considered in its infancy stage. Over the next two years, the IoT matured and represented a considerable amount of uncertainty for the entire electronics industry. In 2016, the industry was at an inflection point regarding the technology, and its largest competitors had to make a choice: risk investing in research and development for a potential return (or failure), or stay the course and let competitors assume the risk. The chief executive officer of Samsung Electronics Co. Ltd. (Samsung), Boo-Keun Yoon, was in a position to take a stand in regard to the IoT and invest US$1.2 billion, which could have a major impact on the company’s future. It was up to Yoon to decide.
This case covers the initial public offering (IPO) of the Siemens AG subsidiary Healthineers. The case offers the opportunity to discuss IPOs and to value the company. In contrast to "Healthineers: A Strategic IPO" (UV7866), which provides some base case valuation analysis, this version of the case is designed to be used when a primary teaching objective is to have students perform more of the analysis. The material is set in 2018, when CEO Joe Kaeser and the management board of Siemens planned an IPO of its Healthineers subsidiary to support the company's continued success and spur entrepreneurial independence. The IPO would position Healthineers to compete successfully in the global health care market, which was quite different from other sectors in which Siemens, a global technology conglomerate, operated. While Siemens would maintain a substantial equity interest, Healthineers would become a separate public company with increased flexibility and autonomy. In the immediate term, the management team was especially interested in what value financial markets would place on Healthineers once it was a public company.
In 2014, the Internet of things (IoT) was still considered in its infancy stage. Over the next two years, the IoT matured and represented a considerable amount of uncertainty for the entire electronics industry. In 2016, the industry was at an inflection point regarding the technology, and its largest competitors had to make a choice: risk investing in research and development for a potential return (or failure), or stay the course and let competitors assume the risk. The chief executive officer of Samsung Electronics Co. Ltd. (Samsung), Boo-Keun Yoon, was in a position to take a stand in regard to the IoT and invest US$1.2 billion, which could have a major impact on the company's future. It was up to Yoon to decide.