This is a background note that surveys part of the extensive literature on organizational learning. The focus is on learning from experiences, how those learnings get translated into organizational routines and processes, and how that can also lead to getting stuck in competency traps. There is discussion on the learning curve, how that led to forward pricing strategies, and brief discussions on improvement, biases, and organizational memory.
Bjorn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the airline business, this was the time. With below-market lease rates on 15 Boeing 787 Dreamliners, Norse launched a new long-haul low-cost carrier targeting heavily traveled intercontinental markets. Norse's business model started by offering consumers low-cost seats on routes like London - New York. This meant limiting their network to routes that already had well-developed traffic that afforded an opportunity for market segmentation. The company also put a strong focus on ancillary revenue as a key element of its business model. Many other companies had tried and failed to make the long-haul low-cost business model work on the North Atlantic. During the tourism-driven summer months, it was easy to fill the planes and make money. The question was, could they make it through the off-season? Larson was focused on maintaining operational simplicity and a low-cost structure, but he admitted that the model had yet to be proven, and the history of those who had tried before him was not great.
Life cycle assessment (LCA) is a holistic approach to quantifying the environmental impacts-including resources consumed and wastes produced-associated with the entire life cycle of a product, from the production or extraction of the raw materials used in its creation, to its end-of-use disposition. LCAs are often used to better understand how choices made in a product's design (e.g., materials, assembly, energy sources, energy efficiency) would affect its overall environmental impact. This note provides an overview of the different types of LCAs, LCA methodology, and LCA tools and databases.
Container shipping was responsible for moving more than 80% of globally traded goods, and almost 3% of global greenhouse gas emissions. A.P. Moeller-Maersk, one of the top three container lines, conducted an extensive lifecycle assessment (LCA) of alternative fuels, before deciding to bet on methanol. This case reviews the LCA methodology and the fuel choices, as well as the long term implications of their selection.
Like other small shops based in Chongqing, China, Zongshen Industrial Group started by assembling motorcycles from "standard" parts. The quality of its early products was good enough for rural Chinese buyers, though wealthier consumers usually purchased premium Japanese-made models. Zongshen struggled to differentiate itself since its competitors assembled motorcycles using essentially the same parts. This case looks at its struggles and how it continued to grow and improve. This is a classic setting for disruptive innovation, and the case offers insight into the mechanisms.
Companies that are addressing climate change by mitigating their greenhouse gas emissions often set reduction targets. This note describes several types of widely used carbon reduction targets, including carbon neutral, science based, net zero, real zero, and carbon negative.
Marine transport is the most cost-effective way to move large volumes over long distances, and container shipping is the backbone of international trade in goods. Yet shipping contributed 3% of worldwide greenhouse gas emissions, and the deep-sea segment, which included long distance trade lanes such as Asia to Northern Europe and Asia to North America, warranted special focus because they accounted for 80% of maritime transport's total emissions in 2019. New International Maritime Organization regulations that came into force in January 2023 mandated the annual calculation and grading of each ship of more than 5,000 deadweight tons. Vessels that received a grade of A, B, or C were compliant, while those graded D or E had time limits for getting back into compliance or removal from service. More significantly, the standards for grading required annual improvements in efficiency. This meant that a brand-new vessel built with the latest technology that was initially graded A could over time become graded E and no longer be legally operable if no upgrades were made. This is the supplementary spreadsheet for the case, 623006.
This background note describes the Amager Bakke waste-to-energy (WtE) plant in Copenhagen, which merges traditional waste incineration with a combined heat and power (CHP) plant and air pollution control (scrubbing) technology, and had plans to add carbon dioxide (CO2) capture technology to become the cleanest incineration plant in the world. The note also provides an overview of integrated waste management, waste incineration, district heating, Amager Bakke's process, and the future of waste management in Denmark.
To reduce greenhouse gas emissions that were contributing to climate change, the world needs to transition from fossil fuels to renewable energy sources. Power-to-X (PtX) refers to an array of processes that convert electricity (power) to various gaseous and liquid fuels (X). PtX is widely viewed as essential to accelerating the deployment of renewable energy. This note focuses on five central PtX fuels: hydrogen, ammonia, syngas, methanol, and methane.
Peter Schneider, the President of T.G.S. Transportation, Inc., faced a choice. His company operated drayage trucks that moved containerized cargo between the Ports of Los Angeles, Long Beach, and Oakland to customers across the State of California, with a focus on the Central Valley. California's new Advanced Clean Fleets Regulation (ACF) issued by the California Air Resources Board (CARB) in 2023, had specific requirements for drayage trucks that moved cargo from the state's intermodal seaports and railyards. Internal combustion engine (ICE) trucks placed in service by yearend 2023 would be allowed to continue to serve the ports and terminals, but beginning January 1, 2024, newly purchased trucks would have to be zero-emission. That meant that drayage operators like TGS could make a last-time buy of ICE trucks in 2023, but they had to decide what to switch to starting in 2024. The only viable choices were battery electric or hydrogen fuel cell.
This note describes some of the most significant agricultural innovations in the Netherlands, their drivers, environmental performance implications, some challenges facing the sector, and the potential replicability of these innovations to other contexts.
Marine transport is the most cost-effective way to move large volumes over long distances, and container shipping is the backbone of international trade in goods. Yet shipping contributed 3% of worldwide greenhouse gas emissions, and the deep-sea segment, which included long distance trade lanes such as Asia to Northern Europe and Asia to North America, warranted special focus because they accounted for 80% of maritime transport's total emissions in 2019. New International Maritime Organization regulations that came into force in January 2023 mandated the annual calculation and grading of each ship of more than 5,000 deadweight tons. Vessels that received a grade of A, B, or C were compliant, while those graded D or E had time limits for getting back into compliance or removal from service. More significantly, the standards for grading required annual improvements in efficiency. This meant that a brand-new vessel built with the latest technology that was initially graded A could over time become graded E and no longer be legally operable if no upgrades were made. This case affords students the opportunity to consider different fuel and operational choices and calculate their impact on greenhouse gas emissions and ship grading. It exposes some of the choices that an operator might choose to make.
The setting for this case is the Sian Flowers, a company headquartered in Kitengela, Kenya that exports roses to predominantly Europe. Because cut flowers have a limited shelf life and consumers want them to retain their appearance for as long as possible, Sian or its distributors used international air cargo to transport them to Amsterdam, where they were sold at auction or trucked to markets across Europe. The Covid-19 pandemic caused huge increases in the cost of shipping, so Sian launched experiments to ship roses by ocean using refrigerated containers. Chris Kulei, the Executive Director, was interested in not only the potential costs savings, but whether he could also market the reduced carbon footprint.
Kent Bovellan, the Chief Engineer and Head of the Vehicle Architecture Center for Geely Holding, the Hangzhou, China headquartered global automotive group, was debating the platform choice for an upcoming "D" segment midsized battery electric vehicle (BEV). He had led the architectural development of the new Geely SEA platforms for its new family of BEVs. The new car would be part of the Zeekr premium lineup. He knew that smaller cars on a given platform inevitably suffered from costs problems, while larger vehicles suffered from less than premium attributes. They could emphasize meeting cost targets on the low end, but that might have a negative impact on the high end. Which platform should they choose? This case explores the platforms and derivatives strategies used by global auto manufacturers, and some of the changes wrought by the shift from internal combustion vehicles to battery electric. It emphasizes the importance of achieving volume and scale in reaching competitive costs and selling prices, and offers an opportunity to explore the potential impact of open standards and modular interchangeability on the structure of the industry.
This case is an opportunity to apply the methods of the Toyota Production System (TPS) to the analysis of an everyday service application: administering Covid-19 vaccines. It describes the start-up of a drive-up Covid-19 mass vaccination site at the Texas State Fair Grounds on the east side of Dallas, Texas. The challenge facing Jamie Bonini and Bita Behgooy, the protagonists, is to help the Dallas County staff raise the vaccination output rate to 1000 cars per hour, but they also are not in charge so they have to influence the site leadership.
This case is an opportunity to apply the methods of the Toyota Production System (TPS) to the analysis of an everyday service application: administering Covid-19 vaccines. It describes the start-up of a drive-up Covid-19 mass vaccination site at the Texas State Fair Grounds on the east side of Dallas, Texas. The challenge facing Jamie Bonini and Bita Behgooy, the protagonists, is to help the Dallas County staff raise the vaccination output rate to 1000 cars per hour, but they also are not in charge so they have to influence the site leadership. This is the (B) case, which accompanies the (A) case.
Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour measurement technologies enabled customers to drive ever shorter fulfilment cycles. But the company faced a monumental challenge in forecasting demand for the wide spectrum of colours and thread types, and it had shifted to an ABC inventory classification model for make-to-stock versus make-to-order products. The question at hand was whether it should now consolidate some of its high volume make-to-stock manufacturing in an ultra-low-cost location while leaving the make-to-order products close to the customer.
COVID-19 infections were still climbing across the U.S. and many other parts of the world in September 2020, and it seemed that every time Ken Frazier, the CEO of Merck & Co. consented to an interview in recent months he always seemed to hear the same question, "Where's Merck?" The company, a leader in the global vaccine business had a low public profile even though it was working assiduously on two vaccine candidates for the SARS-CoV-2 virus that causes COVID-19. The U.S. Government had initiated a high profile program-Operation Warp Speed (OWS)-to accelerate the development of vaccines, but Merck was notably absent. Should Merck seek or accept funding from OWS, and what terms might accompany such an agreement?