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VaccineOnWheels: Service Excellence for COVID-19 Vaccinations
內容大綱
<p align="justify">VaccineOnWheels (VOW), a social enterprise providing doorstep vaccination to India’s low-income and marginalized communities, was founded in December 2019. After the outbreak of the COVID-19 pandemic and arrival of COVID-19 vaccines, VOW was perfectly positioned to contribute to the government’s immunization drive. In 2021, the company entered into a public-private partnership with some of India’s largest municipal corporations as their on-the-ground COVID-19 vaccination partner, then made forays into the business-to-business and business-to-consumer markets. VOW set out to vaccinate one million people by the end of the fiscal year 2021, but faced with shortages of funds and resources; its founder needed to decide on the target market and business model to allow him to achieve his goal and make the enterprise scalable.<br><br>This case was the second winner of the 2021 Fox International Business Case Writing Competition.</p>
學習目標
<p align="justify">This case is appropriate for use in undergraduate- and graduate-level courses on operations management, business ethics, and marketing strategy. The case aims to identify issues particular to COVID-19 vaccination in India, revisiting conventional business models developed for high-income countries and established big players, and recommending a course of strategic action to increase vaccination rates in the Indian context. The goal is to enhance students’ analytical skills, as well as multidisciplinary approach and strategic decision-making skills.</p><br><br>After working through the case and assignment questions, students will be able to<br><br><ul><li>recognize the intricacies of a smaller business, particularly issues around marketing strategy, service marketing, and vaccine hesitancy when serving marginalized and poor populations;</li><li>identify a distinctive social marketing strategy; and</li><li>identify frugal strategies for start-ups and businesses experiencing issues scaling up.</li></ul>
涵蓋主題
- service operations
- strategy
- vaccination
- COVID-19
- service excellence model
- strategic action
- small-business
- marketing strategy
- vaccine hesitancy
- marginalized populations
- social marketing strategy
- frugal strategies
- start-ups
- scaling-up
- operations management
- business ethics
- supply and demand
- capacity management