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Spreadsheet Supplement for Case UV8688

This field-based case describes Wahoo Fitness's (Wahoo's) data-collection process, focusing especially on the customer survey it used to gain insights into its current and potential customers. One month before businesses across the United States closed due to COVID-19 lockdowns, Wahoo launched the Elemnt Rival GPS smart watch, which catered specifically to triathletes. The team at Wahoo was excited about the potential of this new category. To decide on next steps, the company turned to its roots: data insights. The team started with quantitative data surveys to identify customer segments and extract insights into other market opportunities. The data uncovered potential sports activity customer segments-competitive, social, and leisure. The team wondered: Was now the time to engage with cycling hobbyists or leisure cyclists? Or did it make sense to expand on the initial success of the smart watch and offer more products in the running segment? The case includes a student spreadsheet with survey data, as well as R code scripts for analyzing customer data and noncustomer data. Students utilize Excel to perform a K-means cluster analysis on the survey data, then use the analysis to determine a product expansion strategy and present their findings as if they were on the management team of Wahoo. It is a practical application of a data-driven process for tailoring product offerings and marketing strategy. This case has been taught at Darden in the Master of Science in Business Analytics program and in second-year MBA electives. It would also be suitable in graduate-level marketing or analytics courses, in addition to Executive Education programs.

This field-based case follows Andrew Yang, who went from an unknown to a major competitor in the 2020 Democratic Party presidential race. Yang's initial rise to fame was largely owed to a group of young people who called themselves the Yang Gang. They made memes, GIFs, and music videos, had lengthy discussions about Yang's campaign platform on Reddit, showed up at rallies, and served as small donors. This success, however, was a double-edged sword. While the Yang Gang brought the candidate name recognition, the marketing strategy that worked for this group of superfans did not work for the more conventional voter base. The case asks students to evaluate the role of digital in Yang's brand strategy and establish strategic priorities for maximizing his chances of securing the nomination. Students must consider the importance of different voter segments to Yang's campaign and consider how effectively each media channel (e.g., television, YouTube, email) speaks to each of the voter segments. This case has been successfully taught in a second-year MBA elective on digital marketing. It was used at the end of the module about integrating-and going beyond-digital channels to grow a brand. The material encourages exploration of managing digital and traditional marketing tools among stakeholders with different objectives. This case can also be used to teach students about market segmentation, brand essence (using brand pyramids as a tool), and the concept of "crossing the chasm." As such, it could also be used in a broader introductory marketing course.

This field-based case uses the 66°North Company, an iconic Icelandic designer and manufacturer of premium outerwear, to unfold circumstances that allow for an analysis of the firm's value proposition, competitive position, and growth opportunities. The 66°North brand image was believed to be an important contributor to its success over the years. Outside Nordic countries, 66°North had grown since 2013, especially following its shift to develop direct-to-consumer channels, but still remained a small niche brand relative to several more widely recognized competitors. While in Iceland it was standard household gear, its market penetration in large global markets such as the United States remained low. This leaves the case open to exploring the uncertainty over the achievable and costly attempt to gain greater visibility in the US market. What was the brand positioning internationally? And what was the go-to market?

This field-based case chronicles how Embraer, a recognized market leader in Brazil's regional aircraft industry, designed and developed an almost entirely new aircraft, the E2-190. Given the success of the E1-190, a project to redesign that successful product was a bold move. Yet the E2 project excelled. It surpassed industry expectations, including being under time and under budget, and it logged many firsts, such as setting a world record for first flight and triple flight certification. The case explores how the project team created work groups and teams embedded within the company and leadership values to guide actions and decisions during this project, which was large in both scale and scope. Throughout the case, executives execute a change process and use influence and project-management tools, especially critical chain analysis, to align business practices with human behavior and scale the program with 98.5% scheduled reliability.

This case uses a start-up in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an innovative process and use of persuasion in order to align business practices with human behavior and scale. In addition, it gives the opportunity to discuss how a minimal tech solution could bring in market data and provide a test platform to larger clients. The founder of Rohvi, Sara Whiffen, created a platform that allowed shoppers to buy clothing items from local retail stores, use them, and after a few wears, return the items for partial store credit. The business model was based on Whiffen's experience in the automobile industry with used cars. Following her first few years in the business, Whiffen had to make some decisions around engaging clients on two sides-retailers and consumers. How could an innovative start-up leverage behavioral science to persuade multiple stakeholders?

On March 11, 2020, The World Health Organization declared the outbreak of the novel coronavirus (COVID-19) a global pandemic. The pandemic brought production, trade, and businesses to a grinding halt, as governments closed borders and implemented lockdowns and restrictions; it also caused scrutiny of global supply chain strategies. While some US companies had already begun shifting outsourcing away from China during the US-China trade war amid the recent trend of deglobalization, the pandemic deepened concerns about overreliance on importing strategic goods, including pharmaceutical products and personal protective equipment (PPE), from China. This case starts with the pandemic development, explores public health and economic responses to the pandemic in China and the United States, and examines changes in policy and public opinion toward outsourcing in China. It provides a basis for understanding China's social and economic institutions through the lens of pandemic controls and the changing landscape of China's supply chains. The case has been successfully taught in a second-year MBA elective on growth and business in emerging markets in a module examining country-level endowments, trade, and risks, as well as in a course on China in the global economy. It can also be used for EMBA or executive education classes on China in the context of global business, trade, and supply chains. Issues discussed include questions about Chinese institutions and social norms, the effects of the pandemic, fiscal and monetary policies on employment, inflation and GDP growth. The materials provide a framework for making decisions on global outsourcing and the changing relationship between China and the United States.

How leaders behave in difficult situations are an important part of controlling their narrative. This public-sourced case provides students an opportunity to examine how one leader behaves while under scrutiny. The material presents the history of the former president of Stanford University, Donald Kennedy, who was accused of overbilling the government for indirect costs on research contracts. He testified before Congress, and an analysis of his testimony provides an opportunity to view how he conducted himself under pressure. This case is meant to be paired with another case presenting the story of Lieutenant Colonel Oliver "Ollie" North, a US national security adviser under former US President Ronald Reagan: "Acting and Speaking with Power: Oliver North and the Iran-Contra Deal-the Good, the Bad, and the Ugly" (UV8147). Used together, the cases present an opportunity to compare two very different approaches to acting and speaking with power.

How leaders behave in difficult situations are an important part of controlling their narrative. This public-sourced case provides students an opportunity to examine how one leader behaves while under scrutiny. The material presents a short history of Lieutenant Colonel Oliver ""Ollie"" North, a US national security adviser under US President Ronald Reagan. North testified before Congress, and an analysis of his testimonies provides an opportunity to view how he conducted himself under pressure. This case is meant to be paired with another case presenting the story of the former president of Stanford University, Donald Kennedy, who was accused of overbilling the government for indirect costs on research contracts: "Acting and Speaking with Power: Donald Kennedy and Stanford Accounting-Indirectly Accused?" (UV8149). Used together, the cases present an opportunity to compare two very different approaches to speaking and acting with power.

This public-sourced case uses Facebook, the legendary social media platform, to unfold circumstances that allow an analysis of the firm's privacy risk around its marketing tools and use of collected consumer data. Although Facebook had made progress on providing users more transparency around how it operated, how policies were enforced, and how shared data has been collected since 2018, challenges persisted-most notably over how to deal with misinformation on Facebook's platform and what to do with efforts to regain public trust. Facebook needed access to user data in order to ensure its advertising revenue source remained profitable. The scandal around user data and Cambridge Analytica leaves the case open to exploring privacy policies, data use, and factors driving consumer concerns regarding their data. The case provides an overview of Facebook's platform and policies that can be used to discuss the responsibility future general managers have to consider privacy and transparency when using consumer data. Had Facebook crossed the line with users over data collection? And what, if anything, should be done about regulators' increasing interest in how the firm conducted business? Although this case was written and taught before the global COVID-19 pandemic struck, it provides an interesting contrast to consumers' attitudes toward trust and legitimacy issues before and after COVID-19.

This case uses the California Public Employees' Retirement System (CalPERS) to set the stage for unfolding an analysis of economics and values in the decision to divest tobacco stocks and bonds from the internally managed portion of the CalPERS portfolio. Written from public sources, it offers a discussion about fiduciary responsibility for long-term retirement security and investment policies around environmental, social, and governance (ESG) strategies for the public pension fund. The material includes financial data that further allows calculations and discussion on tobacco investments outperforming the broader market. The A case opens with the CalPERS investment committee having made a decision to recommend removing tobacco investment restrictions. The CIO reflects on whether supporting investment in tobacco firms conflicts with CalPERS's member health and health care mission. Did supporting continued divestment mean CalPERS was putting its own social priority and ideals ahead of its clients' investment goals? The case data should lead most to conclude the fund was breaching its fiduciary duty. This short B case can be handed out in class. This deepens discussion around ESG, the investment fund's duty, and retirees' frustration. Despite the CalPERS investment committee's recommendation to remove restrictions on investing in tobacco stocks, the board of administration decided to broaden limitation and extend the ban to externally managed portfolios in December 2016. Two years later, opposition to CalPERS's divestment strategy took the form of a campaign to run for a seat on the board of administration. This was followed with the appointment of another CIO who strongly supported ESG investment strategies.

This case uses the California Public Employees' Retirement System (CalPERS) to set the stage for unfolding an analysis of economics and values in the decision to divest tobacco stocks and bonds from the internally managed portion of the CalPERS portfolio. Written from public sources, it offers a discussion about fiduciary responsibility for long-term retirement security and investment policies around environmental, social, and governance (ESG) strategies for the public pension fund. The material includes financial data that further allows calculations and discussion on tobacco investments outperforming the broader market. This A case opens with the CalPERS investment committee having made a decision to recommend removing tobacco investment restrictions. The CIO reflects on whether supporting investment in tobacco firms conflicts with CalPERS's member health and health care mission. Did supporting continued divestment mean CalPERS was putting its own social priority and ideals ahead of its clients' investment goals? The case data should lead most to conclude the fund was breaching its fiduciary duty.

The US-China trade war in 2019 led to major shifts in global trade and supply chains, highlighting the recent trend in deglobalization. This case discusses the patterns of international trade and capital flows across the two countries, determinants of trade imbalances, and the role of national savings, policies, institutions, and exchange rates. The material allows for an examination of several factors, including the broader context of tech competition between China and the United States. The case raises a series of questions around the uncertainty the trade war created, the impact of tariffs on both economies, and diverging views from the two sides on who is winning. The case has been successfully taught in second-year MBA classes and executive training programs on global economies and markets.

This public-sourced case describes the evolution of Facebook monitoring users' activity around what potentially offensive or disturbing material could stay posted and what should be removed. Following intense media and regulatory (e.g., Congressional) scrutiny, the company revised policies and reorganized content-review teams. The case offers an opportunity to debate a key question the company faced: What should platform governance look like? As Facebook faced an exponential growth in the number of user-generated posts daily, posts that contained harmful, inappropriate content also increased, raising the need for Facebook to devise a set of guidelines that were not only applicable across many different types of posts and situations, but were also perceived as acceptable by Facebook users. The tradeoffs a platform business makes between user characteristics, intent, outcome, and norms can be explored as students put themselves in CEO Mark Zuckerberg's shoes to redesign Facebook's platform-governance policies. Students will also have a chance to examine how certain platform-governance policies can subsequently impact Facebook's future strategy: for instance, the more Facebook got involved in curating content for its users-thus serving as arbiter-the more potential to shift Facebook from a tech business to a news publisher increased, thereby subjecting the company to a different set of regulations.

This public-sourced case describes the latest restructuring efforts by Deutsche Bank (DB) and gives a short history of prior restructuring efforts from the decade before. In July 2019, Christian Sewing, the new CEO of DB, announced a series of measures that included, among others, the elimination of global equity trading, the layoff of 18,000 employees, the creation of a "bad bank" to transfer noncore assets, and the suspension of dividends until 2022. The case describes key decisions a bank CEO makes when a bank needs to change course to return to profitability and growth. The case offers an opportunity to debate these key decisions, as well as discuss some of the prior ones during earlier restructuring efforts, and put the students in the CEO's shoes: What would you do and why? The case also describes key banking performance metrics (e.g., ROE, ROA) and other critical variables such as those reflecting capital health (Tier 1 ratio), as well as gives an overview of the bank business model and factors impacting bank profitability and value.

Founded in 2006, the B Lab, a nonprofit organization, created the certified B Corporations (B Corps). B Corps are businesses that satisfy a set of standards and benchmarks defined by social and environmental impact. B Corps and their supply chains are assessed on their policies and procedures around governance, workers, community, environment, and disclosures to the public. Certification means the company is a "purpose-driven" business that creates benefits for its stakeholders. By the end of 2018, over 2,700 companies across 60 countries and 150 industries have been certified as B Corps. This technical note discusses the founding of the B Lab and its certification process, including public disclosure; legal requirements and US state laws governing benefit corporations; and B Corp self-assessment. It explores benefits to B Corps and criticisms of the process as well as additional endeavors that resulted from the B Lab's collaborative efforts, including Global Impact Investing Network (GIIN), Impact Reporting and Investment Standards (IRIS), and Global Impact Investing Ratings System (GIIRS).

This field-based case offers the experiences of a historic winery in Tuscany, Italy, to set the stage for how the leader's philosophy affects all aspects of the company, as well as how those practices create the culture of an all-female-staffed organization. The situation provides an opportunity to explore and connect the relationship among the leader's values, the actions she takes, and the impact of those values and actions on how the organization works. The case opens with the owner of Casato Prime Donne and Fattoria del Colle wineries, Donatella Cinelli Colombini, reflecting on strategic plans to increase production, build a warehouse, and grow the estates. In the long term, she would have to decide when a good time might be to step down from the business and pass it to her daughter. Had she built a self-managed team that could continue to grow the business and build future relationships between the wineries and tourism? Was her business sturdy enough to stand on its own when she left?

An investor, Janice Zhuk, examines Tesla's quarterly safety data that includes the number of miles it took to register one accident among Tesla cars driving with autopilot versus those without autopilot. The data set is small, so the validity of any statistical analysis may be compromised. The data allow one to run a simple t-test comparison of means. Because of the small sample size, the case invites a discussion on the hypothesis of the regression model, in particular, the normality of the residuals.

This research-based case uses the circumstances surrounding Virginia-based Smithfield Foods' (Smithfield's) buyout offers from multiple foreign firms to examine the political and cultural constraints of a regionally rooted global firm in pursuing its strategic objectives. Smithfield's senior leadership receives offers from three firms, ShuangHui International (ShuangHui), JBS S.A. (JBS), and Charoen Pokphand Foods (CPF), based in China, Brazil, and Thailand, respectively, to acquire all of Smithfield's outstanding assets and liabilities. Smithfield's history was one of aggressive growth through acquisition, skirting government regulations, and truculence with respect to labor and environmental activists. However, as revenues plateaued, the firm faced increasing investor pressure to either trim costs or sell off portions of the company to improve shareholder value. Though the company's operations crossed continents, its identity and brand were tied to southeastern Virginia. Would it be best for the company or its shareholders to sell? If so, to whom? What risks would the firm face, politically and culturally, if it decided to do so? Because of its many details, the instructor teaching this case can approach the content from a number of strategic or leadership perspectives.

While managers of both for-profit and not-for-profit organizations often focus on their area of specific expertise, true success comes only from taking a complete enterprise perspective. Organizations must focus on global, not local, optimization across all functional areas, not just one. In this note, we present a model based on nine interrelated areas that when jointly considered will increase the likelihood of enterprise success. This note presents the 9 Cs Enterprise-Perspective Model, which allows a manager to consider the interactions among various functional areas in making decisions.