個案總覽

This case describes the unique underlying economics of a start-up Internet retailing company. It highlights the fact that costs in that setting have a component that varies with volume and thus seriously impacts profitability.

Explores issues related to (1) the vertical boundaries of the firm in an emerging-economy context, especially the effects of lack of intellectual property rights and lack of contract enforcement on both industry structure and boundaries of the firm; and (2) the extent to which strategy and organizational structure must be localized to the country context, as illustrated by considering competition between multinationals and domestic firms and the sustainability of their respective positions.

Senior executives of Nissan and Renault are considering a major investment in Nissan by Renault. An important consideration is whether a major restructuring of Nissan's operations will be possible, given the value placed on lifetime employment and the impact on communities. Also of concern is the likely decrease in commitment to restructure once the equity investment has been made.

When the employees of a Kmart distribution center in Greensboro, North Carolina vote to unionize, they encounter difficulty in negotiating a contract with their employer, which viewed wages and working conditions as in keeping with regional conditions. Ultimately, members of the Amalgamated Clothing and Textile Workers decide that they must enlist public opinion as a means to pressure management. This series of cases (see also 1604.0) describes the tactics they employ-tactics which at first alienate local opinion but which are adjusted in ways that prove effective. The case describes, in particular, the decision to recruit local religious leaders, whose support proves crucial. The case is meant to support discussion of organizing tactics and strategy. Alternatively, it can be used to discuss labor economics, as a vehicle to examine the substance of the Kmart employees' complaints and the counter-arguments mounted by company management.

In the Expo98 (A) case, Julio Cardoso, an INSEAD Alumnus, is being asked to design the ticketing strategy for Expo98. He needs to analyse the objectives for the Expo and to decide what pricing strategy will meet these objectives. He can analyse the results from the Vancouver, Brisbane and Seville Expos. But as each one is different, he needs to decide what is the optimal strategy for Portugal. The (B) case gives an overview of the pricing strategy that was chosen and the results of the strategy and the Expo.

Should Novartis drop 20% of its global pharmaceutical product brands that account for only 3% of its pharmaceutical revenues?

Sotheby's has taken 50% of its business by volume to the Internet. How do the economics change? How do logistics and customer support needs change? What leverage does the Internet provide this established bricks-and-mortar auction house?

Michael Stoner finds himself called upon to reposition a once venerable and highly profitable brand of Scotch whisky. He must find a cultural trend.

In a relatively short period, DuPont innovates stain-proof carpeting, filling its nylon-fiber capacity and increasing profits significantly. MBA and undergraduate students consider how DuPont should approach the fact that competitors quickly introduce their own enhanced stain-resistant products. What actions should it take to keep its hard-won leadership of the carpet-fiber industry. STAINMASTER is the certification given by DuPont to carpets made with the company's own premium nylon and treated with a chemical to repel liquid stains and dry soil. The carpets must also meet minimum construction standards in terms of face weights, yarn twist, and other quality considerations. The introduction of STAINMASTER is accompanied by heavy advertising and trade promotion to establish the brand name among consumers and retailers.

This collection of readings illustrates the importance of service and logistics in e-commerce, focusing on e-Toys' disastrous 1999 holiday season.

Describes the rationale behind the strategy and structure of Dell Computer Corp.'s VC arm, Dell Ventures. While Dell Ventures had a phenomenal year one, it faced a number of challenges including dealing with market risks, finding and retaining talent, maintaining focus, and gaining the attention of Wall Street.

The advances of the Internet has enabled some companies to dematerialize their products so that digital versions can be personalized and shipped to customers without the usual logistics costs and delays. Once this is achieved, then the opportunities to provide customers with additional services, or to transform from a product-based to a service-based company, could be tremendous. Traces the experience of Intuit in pursuing its digital channel to sell and distribute its products, the challenges faced in making this migration while managing the physical channel, and the new service opportunities that the company created once the digital channel was in place.

Maria Rodale, heir apparent to Rodale Press (Runners' World, Bicycling, Organic Gardening, Prevention Magazine) is about to begin a sabbatical to prepare herself for her as-yet-to-be-determined leadership role. She must consider several challenges: ascertaining her new job and convincing the chairman (her mother) to share power, gaining the confidence of more-experienced senior management, navigating family (shareholder) politics, and charting a new corporate direction and strategy.

CMGI is considering acquiring yesmail, an e-mail marketing firm. In assessing the potential acquisition, it must assess the fit with its own organization, which consists of a unique blend of venture capital investments and publicly traded subsidiaries.

UST, Inc. is a very profitable smokeless tobacco firm with low debt compared to other firms in the tobacco industry. The setting for the case is UST's recent decision to substantially alter its debt policy by borrowing $1 billion to finance its stock repurchase program.

Laila Partridge of Intel's Corporate Business Development group has been charged to create a special investment fund to speed the adoption of a new chip architecture. The last architecture upgrade, from 16 to 32 bits, had needed almost a decade to become fully adopted. How can this fund speed the adoption process? How can Partridge structure it to avoid the common tension in corporate venture capital between financial return and strategic goal?

The Micro-Electronic Products Division of SMA has financial and organizational problems. Conflict and lack of coordination exist between functional groups. Employees do not have a sense of direction and morale is low. The cause of these problems is found in a change in business environment followed by change in organization and management. A rewritten version of an earlier case.

Describes the dilemma Martin Kamarck faced as president of the Export-Import Bank in whether to provide U.S. companies financing for China's Three Gorges Dam project.