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Managers today are under tremendous pressure to uncover factors driving customers' attitudes and behavior. Unfortunately, traditional methods suffer from well-known limitations and have remained largely unchanged since their introduction decades ago. As a result, there is growing interest in brain-based approaches that may enable managers to directly probe customers' underlying thoughts, feelings, and intentions. This article provides practical guidance to managers on using these tools, focusing on two distinct uses: validation of existing insights and generation of novel insights. Throughout, we emphasize that managers should see traditional and brain-based approaches as complements, rather than substitutes, in understanding customers.

More than 40% of U.S. consumers participate in the $300 billion conscious consumer market (CCM). In the past decade, the growth of the CCM has not gone unnoticed by startups and established multinational corporations. Yet what differentiates success and failure of such forays is not fully understood. By using multi-case study design, this article explores how a range of firms have approached entry into the CCM. It develops a CCM Entry Strategies Matrix that suggests alternate market entry strategies dependent on the scope of the marketplace and the values of the target consumer segment.

Rapid changes in technology-including advances in augmented and artificial intelligence, machine learning, and mobile-are paving the way for significant changes not only in the channels through which education is delivered but in how education itself is structured. This article identifies eight ways in which education technology can change how learning is facilitated and who will facilitate that learning. Basic economic principles then provide a framework for thinking about how these changes will be embedded over time as education increasingly becomes a durable good providing increasing returns through network effects.

This article analyzes online technology strategically from the perspective of traditional (face-to-face) providers of higher education. Analysis of current and projected relative positions explains why face-to-face providers need to take online technology seriously. But both pure strategies entirely face-to-face and entirely online have significant limitations from their perspective, directing attention toward mixed or blended strategies, for which a strategic typology, illustrated with a broad range of examples, is provided. Moving from an entirely face-to-face approach to a blended one is likely to generate some implementation challenges, which are also addressed.

Disruptive technologies tend to underperform on attributes that are considered as key attributes of incumbent technologies and require new value propositions to increase mainstream customer appeal. Yet, how do firms reconfigure their value proposition as a way to overcome the technological inferiority of disruptive technologies? This article conceptualizes and empirically investigates the process of value proposition reconfiguration. Based on evidence on the commercialization of electric vehicles, it explores the tactics firms use to reconfigure value propositions to increase market acceptance from mainstream customers. The article develops a framework showing three reconfiguration tactics: compensating, enhancing, and coupling tactics.

This article develops a framework, including a 2 × 2 matrix, to help guide firms in deciding when to design their products to be integral, modular-in-production, modular-in-use with a focus on selling cartridges, or modular-in-use with a focus on promoting numerous apps. Three key factors are as follows: the level of user heterogeneity, the disparity across components in frequency of updating, and the modularity/integrality penalty.

The U.S. health care industry, like many industries, continues to face the need to adapt to new realities stemming from dynamic changes in the external environment. Some nonprofit hospitals have converted to integrated nonprofit/for-profit structures, fostering intra-firm co-opetition, that is, simultaneous cooperation and competition between units. This article examines this phenomenon and provides recommendations regarding controls and incentives that can help administrators actively manage co-opetition and promote shared utility between units. In industries where talent-intensive human capital competes for common resources and revenues, co-opetition can be a strategic tool to navigate competitive forces.

This case brings to the fore different complexities of contract labor employment by principal employers (PE) in the Indian context, including sensitivities involved in handling contract workers' union. Regency Hospital (RH), a corporate Hospital chain in India, acquired Gedex Hospital (GH) in 2005, along with contract workers employed in the latter. In the year 1983, GH's management decided to employ contract workers for operating its support services like House Keeping, etc. Two years later, some contract workers of GH became members of the All Gedex Employees' Union. Apprehending industrial relations (IR) problems, GH decided to take them on its permanent rolls. Later on, more contract workers of GH formally became members of this Union, but GH did not concede their demand for permanency. These workers continued to work at GH and later at RH under different contractors; for they were well-trained hospital workforce. When RH acquired GH in 2005, some of the contract workers were doing the same work as was done by RH's core workers, and continued to work that way. In October 2015 all contract workers of RH went on strike. Their demands included increase in wages and absorbing them in RH's core workforce. RH argued that all that was the obligation of the contractor concerned through whom they were employed. RH's HR manager contacted the local police, which eventually helped in pacifying these contract workers leading to withdrawal of their agitation. In the meantime, the management enhanced some minor welfare benefits for them through the contractor, but no substantive relief was given. RH was pondering on action it should take, and how to prevent reoccurrence of similar complex situations. It was also considering the working environment that should be made available to contract workers so as to promote their engagement, and also avoiding any possible legal lapses on its part in handling contract labor issues.

In June 2009, Greenpeace accused the cattle industry of contributing to deforestation in the Brazilian Amazon. Big brands that bought beef and leather were named as silent partners to the practice. Pressure from Greenpeace and the Brazilian government led to major changes. Meatpackers Bertin, JBS, Marfrig, and Minerva, responsible for one-third of exports, agreed to stop purchasing directly and indirectly from ranches that cleared more forest than legally permitted, and committed to buying from direct and indirect suppliers that reduced deforestation to zero. Fernando Sampaio, executive director of Abiec, the Brazilian Beef Exporters Association, worked closely with meatpackers that exported beef to comply with deforestation agreements. While Abiec's mission was to grow the export sector, his members were now asked to take an active role in curbing deforestation. Progress was promising. Deforestation dropped by over 80 percent from 2004 to 2014, attributable in part to the cattle agreements. This was clear progress, since the cattle sector in the Amazon was one of the largest drivers of global deforestation. Yet, traceability of animal movements among farms and slaughterhouses was a big challenge. Some non-compliant ranches were selling to slaughterhouses without full monitoring systems. Other non-compliant ranches were selling cattle into legitimate supply chains through licensed ranches. By mid-2015, Brazilian Amazon deforestation had grown by 16 percent compared to the prior year, demonstrating that gains were fragile. How could Abiec, which represented 29 meatpackers responsible for 70 percent of slaughtering and 93 percent of exports, persuade more members to adopt a zero-deforestation policy and demand supplier compliance? Sampaio's goal of growing sales for his members while curbing deforestation was complex and required working with many beef value chain actors.

On April 9, 2017, United Airlines flight 3411 to Louisville was held at the gate in Chicago while customer Dr. David Dao was forcibly removed from his seat and dragged off the plane by officers from the Chicago Department of Aviation. The first public response from the airline was a tweet on Monday morning from CEO Oscar Munoz, apologizing for needing to "re-accommodate" the passenger. Munoz quickly revised his statement and his response evolved over the weeks that followed, but people couldn't help but question: How could an airline treat a customer so terribly? In this case, students explore the United processes and policies in place that led to the incident and consider how CEO Oscar Munoz should position United to recover from this event.

The Dalian Wanda Group Co. Ltd. (Wanda) was a fast-growing real estate imperium in China, built by Jianlin Wang, the wealthiest man in China. In 2010, Wang transformed Wanda into an entertainment conglomerate and initiated an ambitious international growth strategy. His ambitions knew few limits; however, one of his acquisitions-the Edificio España in Spain, an iconic historical building in the centre of Madrid-ran into difficulties due to conflicts with the local authorities. Wang's refurbishment plans for Edificio España envisaged a comprehensive renovation and upgrade of the building's commercial spaces, which required approvals from the Local Historical Heritage Commission. Initially, politicians expressed their support for Wang's plan, but the application progressed slowly through the formal process and became entangled in local politics. A local election mid-process resulted in a new party gaining control of the city council-a governing party that was not supportive of Wang's plans. Should Wang cut his losses and sell the building, or persist and reboot his project management?

Supplement to case W17471.

On January 28, 2014, the management of Maruti Suzuki India Limited (MSIL) surprised the market by announcing that its plant in Gujarat would be operated as a subsidiary of Suzuki Motor Company of Japan, MSIL's parent company, rather than by MSIL. The stock price fell by 8 per cent that day. The days following this announcement were marked by justifications by MSIL management about the benefits of the new structure and allegations by some analysts and fund managers that it was against the interests of minority shareholders. MSIL management took more than 20 months to send a letter to shareholders asking for their approval of the decision taken by the board. At that point, the shareholders needed to decide whether to support or oppose the decision.

Mr. and Mrs. Wong and their three children had rented a condominium unit in Singapore for the past six years. During that time, they had been watching the property market with the objective of buying a home of their own. A larger unit in the same building finally became available for sale in June 2016. Coincidentally, their rental lease would expire soon after that date. If they decided to buy the larger unit, they would hold it for the next 10 years. Their net gain or loss of the buy versus rent decision would depend on the selling price of the unit at the end of 10 years and the rental payments.

On June 30, 2009, Nava Bharat Energy India Limited (NBEIL) proposed the setup of two coal-fired power projects: one in Paloncha, Khammam District, and another in Dharmavaram, East Godavari District, Andhra Pradesh. The sites of these projects were located adjacent to the existing power plants of Nava Bharat Ventures Limited, parent company of NBEIL, a renowned industrial group based in South India. NBEIL approached the president of a bank to arrange a term loan of ₹9.70 billion through project financing under a syndication strategy. The banker would have to evaluate whether project financing would be a suitable lending instrument for these projects, and if so, what would be the potential implications to both the lenders and project owners? Would it be wise to proceed to syndicate the term loan for the coal-fired power plants?

This note explores the mechanics of multiples, different types of multiples, when and how to use them, and common pitfalls associated with multiples valuation. While a multiples approach is a very convenient valuation method, breaking down the underlying assumptions can significantly improve the robustness and power of multiples valuation.

Supplement to case 216021.

In July 2016, India celebrated the 25th anniversary of its economic reforms, which were initiated in 1991 as a result of a severe fiscal deficit-driven balance of payments crisis. The reforms saw India gradually break free of a low annual growth rate of 3.0-3.5 per cent. In 2016, with a growth rate of 7.6 per cent, India emerged as the fastest-growing economy in the world. The increases in the country's macroeconomic indicators in the past 25 years indicated a major turnaround. Were these positive macroeconomic indicators sufficiently sustainable? Should investors be confident about India's growth story in 2016?

This technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true experiment, highlighting the differences between testing and management by intuition. It then goes on to explain when it is appropriate to use experiments, outlines several different types of experiments, and provides their strengths and weaknesses. Next, the note walks through how to run an experiment, defining the components of experiments and detailing the experimental design process. Finally, it provides preliminary guidance on the analysis of experimental results, focusing on statistical significance, precision, scalability, and sustainability. Ultimately, this reading prepares MBA students and industry professionals alike to become effective designers, analyzers, and proponents of experimentation.

BigBasket.com had emerged as one of the major players in highly competitive Indian online grocery retailing market by employing inventory based model. On March 22, 2016, Big Basket had secured Series D funding worth USD 150 million from the United Arab Emirates-based Abraaj group for driving its future growth. A few days later, the Government of India came out with guidelines on March 29, 2016, through its Press Note No. 3 (2016 Series) which stated that Foreign Direct Investment (FDI) in the inventory based model of e-commerce would not be permitted. As BigBasket grappled with the challenges of a growing and expanding business, BigBasket team had to evaluate the existing business model. This case traces the predicament of BigBasket in formulating a business strategy for taking the online grocery retailing business further.