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In 2002 Ziqitza Healthcare, a for-profit company based in Mumbai, was launched with the goal of providing accessible, high-quality emergency medical care. Though the initiative, which became known as Dial 1298, expanded rapidly, it needed a sharper marketing strategy, and in particular, a way of increasing its usage rate among the poorest residents of Mumbai. This case illustrates how marketing principles apply to consumers in emerging markets. The main teaching objectives of the case are to have students learn: 1) Marketing communications strategy-to evaluate the options an organization has in targeting different customer audiences; to weigh different strategies available for reaching each audience 2) Consumer behavior-to assess research findings from primary and secondary sources to identify different audiences, understand their varying needs, and select the best message and media for each target group 3) Message and media planning-to craft compelling messages that convey a brand's essence to existing and new customers; to select appropriate media to reach different audiences; to consider the impact of BPL factors on communications planning, e.g., low literacy rates, a complex physical environment, diverse paths to purchase, and various cultural dynamics 4) Segmentation-to explore the many different ways that consumer audiences can be segmented, using demographic, psychographic, behavioral, and influencer-oriented variables 5) Targeting-to prioritize target audiences and assess the risks, opportunities, and obstacles that arise when a brand is communicating with several different groups simultaneously 6) Social enterprise-to evaluate the similarities and differences that arise in marketing decision making for organizations that operate with a dual bottom line, versus the processes used in traditional corporate and non-profit structures.

Shanghai Inteva Automotive Door System Co. Ltd (formerly Shanghai Delphi) was a leading player in China's automotive component industry with a 30%market share. Nonetheless, between 2007 and 2009, it failed to meet its profit targets for three consecutive years. A number of factors contributed to this failure, some internal and some associated with the challenges of working in an emerging economy. If Shanghai Inteva is to stay competitive, it has to start making its targets.

In 2009, the digital world was in a period of drastic change. The YES Network, the regional sports network linked to the New York Yankees baseball club, was at the forefront of the issue of the day: the management of digital rights. In simpler terms, they were faced with the challenge of merchandising broadband, wireless and interactive TV while not undermining our existing television audiences. Risks were high and the management challenge intense. This issue was facing all regional sport networks (RSNs) as club and league management seek to maintain their fanbases, grow their revenues and expand their footprints. In 2009, the technology for online streaming existed, was in place, and was affordable. However, the quest for a business model between the content owners (television networks and content rights holders such as MLBAM) and the 'TV Everywhere' concept of cable operators such as Time Warner and Comcast was ongoing. This case outlines the challenge of monetizing these new areas while not disrupting core business models and cannibalizing current revenue sources. Notably, the television cable model was superior to the broadcast model in terms of revenue generation with cable networks reporting high profitability in 2009.

Bryan Preston, CEO of the Back Office Cooperative, leads several large human service providers through the process of building a shared-services platform to leverage scale and efficiencies. This successful collaboration matches the business case for restructuring against the constraints of mission-driven enterprises.

The Arbor City Community Foundation (ACCF) was a medium-sized endowment established in Illinois in the late 1970s through the hard work of several local families. The vision of the ACCF was to be a comprehensive center for philanthropy in the greater Arbor City region. ACCF had a fund balance (known collectively as "the fund") of just under $240 million. The ACCF board of trustees had appointed a committee to oversee investment decisions relating to the foundation assets. The investment committee, under the guidance of the board, pursued an active risk-management policy for the fund. The committee members were primarily concerned with the volatility and distribution of portfolio returns. They relied on the value-at-risk (VaR) methodology as a measurement of the risk of both short- and mid-term investment losses. The questions in Part (A) of the case direct the students to analyze the risk inherent in both one particular asset and the entire ACCF portfolio. For this analysis the students need to calculate daily VaR and monthly VaR values and interpret these figures in the context of ACCF's risk management. In Part (B) the foundation receives a major donation. As a result, the risk inherent in its portfolio changes considerably. The students are asked to evaluate the risk of the fund's new portfolio and to perform a portfolio rebalancing analysis.

The Arbor City Community Foundation (ACCF) was a medium-sized endowment established in Illinois in the late 1970s through the hard work of several local families. The vision of the ACCF was to be a comprehensive center for philanthropy in the greater Arbor City region. ACCF had a fund balance (known collectively as "the fund") of just under $240 million. The ACCF board of trustees had appointed a committee to oversee investment decisions relating to the foundation assets. The investment committee, under the guidance of the board, pursued an active risk-management policy for the fund. The committee members were primarily concerned with the volatility and distribution of portfolio returns. They relied on the value-at-risk (VaR) methodology as a measurement of the risk of both short- and mid-term investment losses. In its report for the investment committee, the ACCF risk analytics team recommended the daily VaR at 95% confidence as a measure for short-term risk and reported the corresponding numbers. It is now the task of the investment committee to interpret these figures. The case questions guide the executive students to a critical evaluation of both the reported VaR figures as well as of the VaR methodology.

A midwest hospital purchases new CT Scanners which are much faster than the existing technology. Processes in the radiology department are optimized to the older, existing scanners, and technicians are unable to take full advantage of the new scanner speed. The hospital finds itself working to change the processes to suit the new scanners capabilities and take full advantage of their speed.

MentorMob had sprung from the passions-for web development and for online communities-of the company's co-founders, Kris Chinosorn (CEO) and Vince Leung (COO). The company pursued the ambitious goals of reinventing the way people learn and becoming the world's utility for learning about anything. The website leveraged a crowdsourcing model for information sharing, teaching, and learning. By enabling participants to learn-and to crowdsource from each other while learning-the site sought to both engage users at different stages of learning and to develop a compelling experience unobtainable without a crowd. Chinosorn and Leung needed to prioritize in order to achieve the growth and scale needed to become world's utility for learning. What should they do next to keep MentorMob's growth on track? What issues should get their greatest attention?

This is part of a case series. This case takes two perspectives on the same set of case facts about a military logistics supplier gone wrong: one from the perspective of the Department of Defense contractor ('Bill') and one from the perspective of the Kuwaiti-based supplier ('Rohit'). The case develops fictional characters to help elicit class discussion and teaching opportunities on issues of (1) how difficult it is to manage complicated ethical issues across national and cultural boundaries, and in stressful environments such as regions embroiled in military conflict, (2) how these contexts elicit in-group favouritism and out-group biases, and (3) how overcoming these limitations in global environments requires expanding one's circle of moral regard. The case involves fictional characters but the content of the case is based on publicly available information about Agility Corporation, a Kuwaiti-based supplier of food and transport for the US Department of Defense who has been indicted for fraud.

When Ana Lobato was transferred from Streuvels Chemicals' Brazilian operations to the company's Brussels headquarters, she was eager to apply her considerable expertise in this foreign assignment and to expose her children to another culture. Her husband, Oswald, a doctor, seemed up for the adventure. But just over a year after their arrival in Brussels, Oswald is increasingly unhappy. He is not able to practice medicine in Belgium, and the research position that Ana's company helped him find is not all he hoped it would be. Anton Danois, the head of Streuvels's international mobility program, fears that Oswald's unhappiness will prompt Ana to consider moving back home to Brazil before the end of her assignment. In fact, Anton, who's been in HR only a few years, wonders about the logic of an international mobility program that is expensive, does not necessarily provide clear-cut returns, and poses problems not just for spouses but also for the employees who need to be reintegrated after their stints abroad. Experts John Bollman and Ann Judge comment on this fictional case study.

When Ana Lobato was transferred from Streuvels Chemicals' Brazilian operations to the company's Brussels headquarters, she was eager to apply her considerable expertise in this foreign assignment and to expose her children to another culture. Her husband, Oswald, a doctor, seemed up for the adventure. But just over a year after their arrival in Brussels, Oswald is increasingly unhappy. He is not able to practice medicine in Belgium, and the research position that Ana's company helped him find is not all he hoped it would be. Anton Danois, the head of Streuvels's international mobility program, fears that Oswald's unhappiness will prompt Ana to consider moving back home to Brazil before the end of her assignment. In fact, Anton, who's been in HR only a few years, wonders about the logic of an international mobility program that is expensive, does not necessarily provide clear-cut returns, and poses problems not just for spouses but also for the employees who need to be reintegrated after their stints abroad.

When Ana Lobato was transferred from Streuvels Chemicals' Brazilian operations to the company's Brussels headquarters, she was eager to apply her considerable expertise in this foreign assignment and to expose her children to another culture. Her husband, Oswald, a doctor, seemed up for the adventure. But just over a year after their arrival in Brussels, Oswald is increasingly unhappy. He is not able to practice medicine in Belgium, and the research position that Ana's company helped him find is not all he hoped it would be. Anton Danois, the head of Streuvels's international mobility program, fears that Oswald's unhappiness will prompt Ana to consider moving back home to Brazil before the end of her assignment. In fact, Anton, who's been in HR only a few years, wonders about the logic of an international mobility program that is expensive, does not necessarily provide clear-cut returns, and poses problems not just for spouses but also for the employees who need to be reintegrated after their stints abroad. Experts John Bollman and Ann Judge comment on this fictional case study.

These vignettes are based on a fictional organization, Starling Systems, in which Jack Swain, Starling's COO, has been selected by the company's board of directors to replace the recently departed CEO. Jack must deal with four challenging situations in his early days as CEO. The first involves managing a difficult conversation with Robert Cortez, Starling's senior vice president of finance, who was also vying for the CEO position. Jack cannot use title or compensation to convince Cortez not to leave so must somehow come up with alternate reasons to compel this valuable management team member to stay. The second vignette deals with Jack's revelation based on a conversation with Starling's recently department director of business development that the company's vice president of sales may be mistreating his employees. The third vignette finds Jack in a sticky situation where he has offered the COO position to an outside candidate, and he now must explain to his vice president of operations, currently serving as interim COO, why she was not offered the position. Finally, Jack must deal with infighting between his top performing customer service representative and his newly-hired vice president of customer service.

On August 5, 2010, 700,000 tons of some of the hardest rock in the world caved in Chile's century-old San José mine. The collapse buried 33 miners at a depth almost twice the height of the Empire State Building-over 600 meters (2000 feet) below ground. Never had a recovery been attempted at such depths, let alone in the face of challenges like those posed by the San José mine: unstable terrain, rock so hard it defied ordinary drill bits, severely limited time, and the potentially immobilizing fear that plagued the buried miners. Could the trapped miners and rescue workers mobilize before air and resources were depleted? The case describes the ensuing efforts that draw the resources of countless people and multiple organizations in Chile and around the world.

Jeff Immelt, the CEO of GE, introduced a new innovation strategy named "healthymagination" in Spring 2009. With cost, quality, and access as its three pillars, healthymagination ensures a strong focus for new product introduction efforts all around GE. But will this focus enable GE to achieve and maintain market leadership across a healthcare market that is being buffeted by strong currents, including cost pressures, changes in chronic disease patterns, and rationalization of buyer behavior? Moreover, healthcare spending is also increasing in emerging economies, which could provide a strong growth engine for the future. Tom Gentile, the CEO of GE Healthcare Systems (GEHS), a key player in the Medical Imaging market, wonders how the innovation strategy might respond to these changes. GE has historically been a technology leader, selling the most advanced equipment to a variety of medical establishments. Will a complete shift to healthymagination allow GE to demonstrate strong organic growth through innovation, as Immelt had charged executives at GE?

Yahoo! faces a number of governance and strategic challenges in late 2011 as it tries to compete with rivals such as Google and find ways to monetize its shareholding and business links with Alibaba Group in China and Yahoo! Japan. The company is now valued at almost half the offer that Microsoft had made in its acquisition offer in 2008. The depth of the challenge is underscored by the frequent CEO changes the company has had, culminating in the recent firing of the latest CEO, Carol Bartz. The case examines the successes and failures at Yahoo! and the decisions now facing its board as it encounters investor pressure to improve performance.

The majority owner and general manager of City Furniture and Mattress (CFM), needed to make several decisions that would determine the company's strategy. CFM had continued to grow in terms of sales, but the general manager and his father, also an owner and manager at CFM, were concerned with profitability and the increasing competition from local and big-box stores. The general manager looked at several options including capital investment, expanding global outsourcing, and store network expansion and vertical integration.

Paul Salinas had just finished moving into his new office in Reynosa, Mexico. He closed the door and sat down, taking a moment to remember how his career had started with International Automotive Company. As he was finishing his engineering studies, Salinas had received a job opportunity as a trainee in the summer of 1995. That was in the company's Querétaro plant, in his hometown. This initial position as an administrative assistant was not necessarily exciting but he held on, knowing there was great potential for him to build his career within the company. During this time, Salinas was trained internally (six months of initial training followed by several specific training sessions per year) and sent to the company's headquarters in Germany before spending some time in the plant in Detroit as well. In Germany, he received a six months long training, which was followed by annual training sessions that lasted several weeks each time. Training in Detroit took places about three times a year, and lasted a few weeks at a time as well. He was familiarized with the technical and business aspects of running a manufacturing plant as he moved from promotion to promotion, and had held the position of operations manager for five years in Querétaro before moving to Reynosa. Apart from his remarkable career track, Salinas had the advantage of speaking Spanish, English and German. All of these qualities made him the perfect candidate to rebuild the entire supply chain in the plant that the company had just acquired from Motor Company II in Reynosa, Mexico in 2009.

The announcement that BP PLC, the world's third-largest oil firm, was going "beyond petroleum" generated scepticism from news media, indifference from investors, and outraged opposition from environmentalists in 2000. When BP's Alaska employees raised safety and environmental concerns in 2002, stakeholder groups, news media and regulators were drawn into the conflict.

Steve Jackson, a project professional at Western Construction (an international construction conglomerate), is attempting to introduce BSO, a new software package. Engineers at Western who would be using BSO seem to support the change, and BSO has already been adopted successfully by Western's competitor. However, Mike Barnett, a long-term Western employee of undisclosed hierarchical status and strong personal ties to the top, is leveraging every opportunity to kill the BSO project. Knowing that he must find a way to win Barnett over, Jackson attempts a variety of approaches to overcoming resistance to change, including turning to his own boss for assistance.