Unyarat Pornprakit (Unya) is the youthful chief executive officer of Jubilee Enterprise PLC, a diamond jewelry retailer. Since Unya became CEO in 2008, she has expanded the chain to 128 stores and grown the revenue to $400 million. She has managed to deliver record earnings for 12 straight years. Unya's father began the process of professionalizing and standardizing Jubilee Enterprises and diamond jewelry retail in Thailand. He introduced standardized pricing, store design and store-in-store concepts. Unya took standardization to a new level but with an eye to customer experience. She focused on employee training and new store concepts such as "islands" for freer customer interactions. Although she has been using data for a long time, she is now institutionalizing its use to manage the firm. Every morning her regional managers receive a report with her personal suggestions on what to do. She is also using data from in-store cameras to monitor the activities of salespeople and use data from the video feed to train salespeople. Will her managers and store employees accept such direction?

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He and his partner Paul Hillen are considering whether they should launch a branded differentiated product in the market, and if so, how they should position this offering. The product has definite advantages in taste, texture and consistency due to the consistent farming techniques. Although taste may be important for some segments of the market, there may be an opportunity to showcase the sustainability characteristics of the company's livestock care and handling and its humane and environmentally friendly aspects. The case delves into the end-to-end value chain to understand the opportunities and challenges in taking a brand to market.