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DISCOVERY LIMITED: LEADING WELLNESS ADOPTION IN LOW-INCOME MARKETS
內容大綱
On October 25, 2018, in Johannesburg, South Africa, Dr. Jonathan Broomberg (CEO Discovery Health) and Dr. Craig Nossel (Head of Vitality Wellness) consider their dilemma of how to make Vitality Move more attractive to the lower-income market and increase the programme’s uptake. Vitality Move is a wellness programme for the lower-income market, launched in 2017. It has a low membership uptake by the KeyCare benefit scheme members. The two leaders are faced with a challenge to devise ways to strategically target the lower-income group to improve employee productivity, decrease the burden of non-communicable diseases and influence positive lifestyle decisions. The case features the initiatives undertaken towards creating shared value.
學習目標
The case study is relevant for students at a graduate or postgraduate level, such as those working toward a Master of Business Administration or a Post-Graduate Diploma in Business. It is appropriate for courses in strategy, leadership, and the environment of business.<br><br> After working through the case and assignment questions, students will be able to:<ul><li>Gain an understanding of the shared value model and how Discovery Limited has successfully managed to apply this model in their business.</li><li>Apply the pillars of behavioural economics, specifically to the lower-income market.</li><li>Gain an insight into the importance of applying an organisation's value proposition to service or product offerings.</li></ul>