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- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- Snapchat’s Dilemma: Growth or Financial Sustainability
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Did I Just Cross the Line and Harass a Colleague?
- TNT Assignment: Financial Ratio Code Cracker
- Porsche Drive (A): Vehicle Subscription Strategy
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
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BYD: From Battery Manufacturer to Electric Vehicle Innovator
BYD Auto Co. Ltd. (BYD Auto) became the world’s biggest electric-vehicle (EV) maker in 2023. Before its inception in 2003, BYD Auto’s parent firm, BYD Co. Ltd. (BYD), was a Shenzhen, China–based battery manufacturer. Under the visionary leadership of the company’s chair and president, a trained chemist with an eye toward sustainable transportation, BYD diversified into the automotive industry and transformed into an EV leader. Based on site visits and interviews, this case examined the design and branding aspect of the transformation. Combining technology with deep-seated local culture, BYD Auto strategically designed a series of models that incrementally established its leadership domestically. What should be the company chair’s strategic move in 2024 to innovate on BYD Auto’s EVs? -
Haier’s High-End Brand Casarte: Can Multi-Branding Work?
In 2015, the management of Haier Group (Haier), a Chinese company that designed, developed, manufactured, marketed, and serviced home appliances, faced a dilemma. Established in 2007, Casarte, Haier’s high-end sub-brand, had sustained only a mediocre performance from 2007 to 2014, and its sales revenue had remained low. Had brand cannibalization occurred between Haier’s mid-range to high-end products and Casarte’s high-end offerings? Should Haier continue to develop Casarte, which would require more risk and investment? Or should it cut its losses and discontinue the business, which could hurt Haier’s ability to compete in the high-end market?