Hope Medicals owner, Shiva Aruguman, was considering entering the online pharmacy market. Hope Medicals was a local pharmacy in Madurai, India's Tamil Nadu state, and Aruguman was at a strategic crossroads-he had to decide whether to expand into the online pharmacy market. With the challenges (financial and non-financial) of integrating the "brick" and "click" modes of his pharmacy business, Aruguman had to conduct an analysis based on capital budgeting and run a Monte Carlo simulation to determine the potential profitability and risks of such a venture.

In 2016, the founder and managing director of Smaart Home Furniture, a furniture manufacturer in southern India, faced a dilemma. Although the business remained profitable, it was facing stiff competition from local players, branded and non-branded players, and online retail stores. The founder and managing director was considering extending his manufacturing business by also offering sofa servicing, which would require changes in the company's production, organization, and management. It would also require a rethinking of the firm's approach and interaction with its consumers. Should he start offering services? If so, should sofa servicing be launched as a separate entity or as part of the offerings of the existing manufacturing unit?