個案總覽

Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the troves of newly available data on consumer preferences. Alibaba was the largest ecommerce platform company globally and operated in China, which was seen by many as an image of the future of western markets. In 2017, Alibaba launched the Tmall Innovation Center (TMIC) which provided a range of services to support innovation for companies selling through the Tmall business-to-consumer platform. These included robust consumer insights backed by data from across Alibaba and mechanisms to rapidly solicit customer feedback. Armed with the TMIC, consumer products companies were learning that effectively targeting consumer preferences required a new approach to product development which had far-reaching implications across roles, skills, and organizational structure.

In May 2020, an analyst was assessing eHealth's performance. eHealth was an online / tele-sales broker of health insurance products. The stock had recently hit all-time highs, closing at a peak of $146 on March 4, 2020. But now, May 4, 2020, eHealth traded at $103. The recent fall had wiped nearly $1.0B from the company's market capitalization because well-known short seller Carson Block had released a short-report on the company. Carson Block argued that eHealth's management had undertaken "massive stock promotion." In the report, Block said that eHealth's adoption of the new revenue recognition standard - ASC 606 - inflated revenue and masked the fact that eHealth was losing money on each new policy that it sold. Still, eHealth's valuation remained elevated at 3.3x FY2021E Revenue, 21x FY2021E adjusted net income, even assuming away accounting uncertainty. In addition, the mean consensus share price target as of May 4, 2020 was $179. Did the latest news provide a buying opportunity? Or was it best to avoid eHealth, even perhaps consider shorting the company?

In 2017, Amazon began its search for a second headquarters location. From 20 finalists, after a bidding process that lasted nearly a year, Amazon selected two locations: Long Island City in the borough of Queens, New York City; and Arlington, Virginia. There were many stakeholders with varied opinions about the location, especially in New York. Progressive politicians, led by Congresswoman Alexandria Ocasio-Cortez, argued against the New York City location, as did most City Council members. But New York City Mayor Bill de Blasio and New York State Governor Andrew Cuomo were in support of the deal, which they brokered. The case asks students to put themselves in the shoes of Amazon's director of economic development, as she and her team make a final recommendation to move forward with the New York deal or pull out.

In 2018, the chairperson of Nissan Motor Co., Ltd. (Nissan), Carlos Ghosn, was arrested for alleged misconduct and criminal offences related to underreporting remuneration and misrepresenting annual disclosures. Detailed investigations revealed similar misrepresentations by the company's chief executive officer (CEO) Hiroto Saikawa, who was forced to resign. The actions of senior officials left a deep stain on Nissan's reputation, causing investors to question the effect of corporate governance at Nissan-and by extension, at similar companies across Japan and the world. As details of the scandal unfolded, Nissan suffered negative public repercussions. Its share-based incentive systems, excessive focus on profitability, and cost-cutting measures had caused deviations from normal risk management procedures, resulting in the production of poor-quality vehicles and thus vehicle recalls. Consumer trust in the company dropped, as did sales and profitability figures, with a continuous fall in the company's stock. The company's new CEO and board of directors were left to make amends for the company's future. They needed to determine how to strengthen the company's leadership and governance structure as they worked to make Nissan sustainable and profitable once again. Should they adopt a typical Japanese model of corporate governance, or would a model from elsewhere be more suitable?

This case describes DuPont's sustainable seaweed program, in partnership with the New England Aquarium, and discusses the changing market landscape for seaweed: an undervalued ingredient widely used in much of the world's food supplies, fertilizers, industrial gums, pharmaceuticals, biofuels, plastic, and more. Seaweed production is rapidly expanding around the globe and is projected to generate 500 million tons of dry weight by 2050, accounting for approximately 10% of the world's supply of food. Conflict over marine resources is also increasing, as multiple users and maritime industries vie for space, including offshore renewable energy, aquaculture, tourism, transportation, and shipping. After DuPont developed the first sustainable seaweed standards in 2018, the company announced its efforts to move toward a circular economic business model. The case challenges students to determine whether DuPont should lead a pre-competitive collaborative initiative to refine and share its sustainability standards with other seaweed companies. But would this threaten Dupont's competitive advantage?

This case discusses the evolution of VIKAS, from a small non-profit organisation to a cluster of non-profit as well as for-profit organisations, collectively attempting to address the issues of poverty and under-development. This case discusses the factors that influenced the evolution of VIKAS (non-profit organisation) and SAVE (for-profit organisation). The case provides an understanding about the necessity of incorporating a for-profit entity along with a non-profit entity in order to enhance the sustainability and impact of the developmental work carried out by VIKAS. The main questions this case raises are: Is the model of combining cause (developmental work carried out by VIKAS) with commerce (for-profit work done by SAVE) sustainable? What are the advantages and disadvantages of such a model? Is this model of organising scalable? Why or why not?

With the economy in a freefall, MetricStream is losing customers, hemorrhaging cash and struggling to make payroll. Several board members are threatening to quit. Others are pressing to sell the company even at dismally low valuations. It's 2008 and lightning has struck for Shellye Archambeau once again. As CEO of MetricStream, she had spent the last seven years turning a tech startup on life support after the dot-com bust into a market leader of governance, risk, and compliance software for businesses. As a black female CEO, Archambeau is no stranger to adversity. Becoming a leader had been her goal since high school and she had achieved it through decades of hard work and skillful decision making. Now she faces her most critical leadership decision. She calls a meeting with her board chairman, Gunjan Sinha, to discuss the best path forward: Sell MetricStream while offers are on the table, or try to save it by looking for a big customer of the company's risk management software against the backdrop of the financial crisis? Both options have dire consequences. Valuations are plummeting by the day. Cash is disappearing by the minute. Archambeau and Sinha need to decide and act swiftly.

On October 27, 2017, the share price of McKesson Corporation and two other major US pharmaceutical distributors dropped by 7-12 per cent over only a few days. The stock price drop was fuelled by reports that Amazon Inc. had quietly acquired wholesales pharmacy licences in 12 US states and, a short time later, formed an independent venture with Berkshire Hathaway Inc. and JP Morgan Chase & Co. to improve the cost and quality of health care for the US employees of all three companies. These two notable events in the US pharmaceuticals market did not go unnoticed by a group of students enrolled in a value investing class, who wondered if it was possible for Amazon Inc. to disrupt the US health care industry, or if the market was overreacting to the two reports. Was McKesson Corporation's future in the pharmaceutical distribution business in jeopardy, or was its stock suddenly in a favourable buy position?

In 2017, the general manager and head of business conglomerate Mahindra and Mahindra Limited (M&M)'s largest factory in Igatpuri, Maharashtra, faced several challenges related to the company's goal of achieving zero-waste-to-landfill certification from an environmental agency. Since the Mahindra Group's chief executive officer had decided to focus on sustainability as a key to long-term growth, M&M had to find practical ways to manage waste in the Igatpuri factory. Reducing the waste produced in the factory would require the company to deal with both production-related hazardous waste such as toxic camshaft-grinding waste and other waste such as the cotton gloves employees had previously discarded after every shift. The general manager knew that diverting a high percentage of waste from the landfill could produce material savings and cost reductions and boost M&M's image as a sustainability-focused global brand. He wondered how best to embed waste management policies into the factory's processes.

Hangzhou Kub Baby Products Co. Ltd. (Kub), an e-commerce company established in 2009, sold maternal and child products. After a decade of development, Kub had earned praise from customers for the high-value, high-quality, and cost-effective products it sold, but the company's own brand, KÜB, remained less well known. In July 2018, Kub launched a three-day brand marketing campaign, called "KÜB×Tmall Happy Day," which largely relied on new media. The event was successful with increased brand effectiveness; however, new media was increasingly fragmenting marketing and brand awareness. How could Kub maintain its brand success in that context?

This case describes the situation of Tesla, Inc. (Tesla), in mid-2019. Tesla had just successfully launched the more affordable Model 3, but sales of the most expensive and profitable Models X and S were stagnant. In order to incentivize the sales of these luxury models, Tesla recently brought back free Supercharging for life for customers purchasing Models X or S. The case provides information about the history of Tesla, one customer's hesitation about buying a Tesla electric vehicle (EV), purchasing prices, different ways to procure electricity and their cost, Supercharging stations, tax credits, and the autonomous and self-driving features of the car.

Launched in 2010, CredEx Fintech Co. Ltd. (CredEx) operated until 2017 as a mobile credit platform, connecting lenders and borrowers in the Chinese small- and microcredit market. In 2017, the Chinese government introduced a regulation to address misconducts in the credit market. As a result, CredEx needed to transform by utilizing mobile credit technology to enable and support licensed financial institutions to explore mobile credit markets. In 2018, however, this change posed many challenges, such as how to add a new business model that served enterprise consumers as well as how to manage dual business models.

On May 2, 2019, So-Young International Inc. (So-Young) became the first Chinese Internet-based company in the cosmetic surgery sector to be listed on the Nasdaq Stock Market. With effective use of the Internet and mobile devices, So-Young provided a one-stop resource that allowed consumers to access information about cosmetic treatments, search for and purchase cosmetic surgery services, and benefit from peer and professional support during recovery. With its service, So-Young had positively transformed a fast-growing Chinese cosmetic surgery market that was lacking transparency and trustworthy information. The company had used a process of enterprise business model innovation to build its brand image, expand its audience, and engage the cosmetic surgery industry value chain. While the process had been successful, So-Young faced competitive and internal challenges that it needed to overcome to maintain its leadership position and grow future prospects.

How to position Netflix in the Indian entertainment market?

Château Lafite Rothschild produces some of the world's most expensive wine, making the product an attractive target for counterfeiters. Fighting these counterfeiters has proven difficult for the Château as the traceability in the wine supply chain is insufficient and stakeholders have different interests and capabilities in identifying fake wine. As traceability is the key to preventing counterfeit wines from entering the wine supply chain, how to use advanced technologies to fight counterfeiters has received increasing attention. Besides existing technologies such as barcodes, Quick Response Codes (QR codes), Radio Frequency Identification (RFID), and Electronic Product Codes (EPC), blockchain as an emerging technology has also come into play. The case provides an opportunity for students to understand the benefits and limitations of using different technologies, especially the emerging blockchain technology, to improve traceability in the supply chain. Students will learn how to assess the feasibility of using blockchain in supply chain management and discuss different blockchain strategies.

The case captures the high-profile takeover of KUKA, the German industrial robotics gem, by the world's consumer appliances leader, the Midea Group ("Midea") in 2016. Against China's national agenda of Made In China 2025 ("MIC 2025"), the acquisition plays well to the narrative in the country, but it raised scepticism across Europe and in North America. Discussion will focus on examining the value chain of the two companies to identify areas of new value creation. The objective is to provide a canvas for students to explore strategies for growth, for competitive advantage, and for market leadership. Through the discussion and analysis, students will come to grasp the set of complex challenges facing a Chinese company on a cross-border M&A. The case also exposes the cultural differences between China and the developed economies, particularly in management culture and the culture for innovation, and provides the context for discussions on these issues.

In February 2020, Time Out's chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out - the global media and entertainment brand - had gone from a self-published counterculture publication in London to a leading authority on the arts and culture, food and drink, music, and nightlife scenes in hundreds of cities around the world. However, the rise of the internet meant fundamentally rethinking the type of content Time Out offered, and their historical reliance on media-generated revenue put them in a precarious position amidst an industry-wide "media apocalypse." To maintain relevance and diversify their revenue, the company launched Time Out Market, a collection of sleek food halls that housed between 14 and 32 restaurants and quite literally brought the Time Out Magazine to life. As a self-described "platform-agnostic" brand, the move marked Time Out's transition to "phyigital" (physical + digital) business, and promised the possibility of synergies between the Media and Market divisions. They initially opened Markets in six cities, with a long-term plan to expand much further. However, strategic questions loom. How should Time Out manage its global brand? How could they ensure that Media drove customers to the Markets, and vice versa? More existentially, what was the role of their legacy Media division going forward?

Bang Si-Hyuk ('Hitman Bang') is the founder and co-chief executive officer of Big Hit Entertainment, the company behind BTS, a 'K-pop' band that has found unparalleled success around the globe-a remarkable feat given that most of their songs are in Korean. It is March 1, 2020. With its latest album, the band has now scored its fourth chart-topping album in the U.S. in less than two years. The band's popularity has been extremely lucrative: by some estimates, the BTS ecosystem accounts for a staggering $4.9 billion of South Korea's GDP. While K-pop has been dominated by three large companies-SM, YG, and JYP-since the mid-1990s, BTS Bang arguably has created a K-pop phenomenon that is more global than any act the 'big three' have ever overseen. And whereas K-pop is traditionally associated with long-term, exclusive contracts between companies and their acts that pay the talent relatively modestly and give them little control, Bang seeks to foster a more balanced relationship with his superstar act. Is BTS well-positioned to sustain its success? Can Big Hit replicate that success with the select few other acts in its portfolio? And what does that say about the future of K-pop, and the manner in which music companies will manage the relationships with their talent?

This is an abridged version of "MOD Pizza: A Winning Recipe?" HBS Case No. 416-004. Scott and Ally Svenson, the founders of MOD Pizza, had to make a number of decisions in planning how to scale their small company. They wanted to grow MOD from 45 stores as of May 2015 to 200 stores by the end of 2016, and while the two believed that MOD could manage this growth from an operational standpoint, they wanted to make sure that MOD's culture was sufficiently strong to survive this rollout. The company had developed a strong culture, and the Svensons did not want MOD's core values and philosophies to be compromised as it rapidly expanded. To that end, they considered what the company needed to do in order to protect its core culture. Should it put rigid safeguards in place or trust that MOD could successfully scale its culture by hiring the right people and helping them develop as employees? The Svensons also discussed the possibility of an IPO at some point in the near future; what would this mean for its ability to stay true to its core values?

In 2013, the Land Transport Authority (LTA) published the Land Transport Master Plan 2013, where additional foci were placed on improving commuters' experiences in the first and last legs of their travelling journeys. The LTA actively promoted the theme of "active mobility" where the use of bicycles and personal mobility devices (PMDs) were encouraged as a means of transport over short distances. Due to the affordability and conveniences of PMDs, the population of PMD users grew steadily in Singapore over the next three years. The boom also saw an uptake on PMDs in the food delivery service industry as service providers saw PMDs as an efficient and cost-effective means of transport in the area-of-operation. The increased PMD traffic on the shared footpath, however, resulted in a rising trend of accidents between PMD users and pedestrians. Voices of dissent swelled and concerned Members of Parliament (MPs) continuously highlighted the issues on safety and control of PMDs during Parliamentary sittings. Consequentially, the Singapore government announced on 4 November 2019 that PMDs or e-scooters would be banned on all public footpaths. The announcement caught many PMD users by surprise as the campaign of "active mobility" promoted actively by the government barely took off six years prior. What are the change processes that were carried out and what were some of the communication barriers affecting this change in policy?