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Bigship: Strategic Issue Management during COVID-19 Crisis
內容大綱
Bigship Technologies Pvt. Ltd. (Bigship), an Indian courier aggregator start-up, made its mark in the industry as late entrant during the COVID-19 pandemic. In October 2023, the chief executive officer and co-founder was struggled with emerging issues during internal and external crises: The company’s employee attrition rate had reached 100 per cent, customer loyalty was in question, and rising levels of fraud were putting pressure on profitability. To add to these problems, another co-founder had sacked all of the company’s marketing staff due to disciplinary issues. With a plethora of problems, the CEO and her team now had to determine whether to focus first on tackling internal issues or aggressively follow growth volumes. In which direction should they steer the company’s strategy?
學習目標
This case can be taught either as a stand-alone case or as a part of advanced courses in advanced strategic management and strategic risk management. The case study is designed for undergraduate students, MBA students, and corporate executives. After analyzing this case, students should be able to do the following: <ul><li>Explain the importance of a leader’s influence in dealing with issues and crises. </li><li>Understand how rising fraud harms the balance sheet of a company and how companies control it.</li><li>Identify incorrect assumptions in business decision-making, and explain how to shift from a highly competitive market to an uncontested marketplace. </li><li>Explain how companies shift from red-ocean strategies to blue-ocean strategies and how they learn from their mistakes.</li><li>Recommend a continued path for strategic growth for founders who face several strategic issues at a one time.</li></ul>