Michel Portal, a French executive with Auchan, has been appointed to lead a newly acquired subsidiary in the imaginary country of Syldavia. This case is based on a real situation that has been disguised for confidentiality reasons. The setting, Syldavia, is depicted as a transition economy and therefore fits in with the eastern and central European countries, although the case that inspired this situation is not situated in this part of the world but in Southern Europe. Auchan Syldavia is typical of a "taking charge" case study, where participants are expected to help Michel Portal, the new CEO, develop a strategy for his new assignment in a company that he is expected by upper management to turn around in a relatively short time span.

Introduces students to products and services that improve customers' online shopping experience. Also discusses the challenges of marketing new product concepts and finding funding for start-up ventures.

Provides students an example of partnerships/acquisitions that allow delivery of packaged solutions to customers in the electronic commerce space.