TSL is a family business in a traditional jewelry industry in Hong Kong that is being driven to change by many external and internal factors. This scenario, which is faced by many businesses, can be challenging when perceived from a conventional corporate mindset. To design a future for TSL, the management team needs to embrace an entrepreneurial mindset and build the "new company" by starting from basic principles, then completely re-think how to focus on providing value to new as well as existing customers through innovative products, service, and operating procedures. The case is set in early 2016, when TSL was facing increased competition, new price sensitivity among its customers, and industry changes. Issues raised in this case are quite broad and could be useful in a wide range of courses, including Strategy, Marketing, and Organizational Behavior. The case could be used as part of a discussion on innovation, strategy, business development, change management, family businesses, company culture, branding, or similar topics. The students are asked to take the viewpoint of Annie Yau Tse, the new Chairman, on how to move forward in this environment. Remarkably, Annie is the daughter-in-law of the patriarch/founder, and had little experience in the industry. Her background and training is in information technology. She brought a fresh viewpoint and the courage to institute dramatic changes in the management of operations.

DJI-Innovations is an early-stage company that developed hardware and software for remote-controlled helicopters and drones. Frank Wang, the CEO and founder is an exceptionally bright and passionate young man who has seen his company grow rapidly. Such growth confronts him with human resource challenges that his engineering background has not prepared him for. The case describes the situation and offers the following challenge to students: If you were Frank Wang, what will be your strategy to manage its human resources to meet DJI's challenges and needs during this critical growth stage and ensure that the core value of the company continues to serve as a driver of its competitive advantage?