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Boeing Deploys Systems Analysis Approach to Optimize 787 Assembly
This case describes The Boeing Company's production process for assembling and supplying kit carts to 787 Dreamliner final assembly lines and explores appropriate strategies for solving challenging issues within the process. The case employs a systems analysis approach to break the process into sub-systems and analyze inputs and outputs at every level. The 787 program pioneered numerous innovative manufacturing processes Boeing planned to implement on other commercial airliners. Chief among them was the use of kit carts to deliver parts and tools to mechanics. However, after kitting was implemented in 2016, the 787 program experienced challenges delivering kits to the right place, at the right time, and with the right parts. Kitting was a critical part of the streamlined 787 assembly process. Just one incorrect or incomplete kit on the production floor led to delays, and challenges with assembly schedules, on-time delivery, and financial consequences. Students will use a holistic approach to analyze complex information systems, as well as identify internal process improvements to ensure on-time parts delivery. -
Conflict Minerals: Influencing the Supply Chain for Public Purpose
Gold, tungsten, tantalum, and tin are essential to a wide array of today's products. Industries ranging from electronics to health care to defense rely on these minerals. A sizable portion of these minerals are sourced from Democratic Republic of the Congo (DRC) where funds raised from mining these minerals have fueled a decades-long civil war. Thus these minerals from the DRC are referred to as "conflict minerals." Global supply chains have been designed to use DRC sources based on economics and logistics; although, there are alternative sources. Some U.S. policymakers sought limit the conflict in the DRC by reducing the flow of conflict minerals. Initial Congressional action was unsuccessful; however the policy was incorporated into section 1502 of the Dodd-Frank Wall Street Reform and Consumer Protection Act (Dodd-Frank) in 2010. The legislation required the Securities and Exchange Commission (SEC) to establish a reporting requirement for publicly traded corporations using conflict minerals in their supply chains. These corporations could also certify their supply chains as DRC conflict-free through an independent private sector audit. The primary focus of the case is on how supply chains can be modified by public policies to achieve desired social outcomes. The case can also be used to teach the policymaking process. -
Modelo: Finding a Fighting Spirit
In 2015, Modelo was tasked with growing sales from 50 million cases to 100 million cases within five years. Imported from Tacuba, Mexico, the brand had a solid and loyal following of Hispanic beer drinkers. To achieve more than double sales growth, however, the brand needed a broader target. The brand aimed to grow by targeting a more general market around the idea that the product was associated with a fighting spirit. In 2016 the brand ran two campaigns, one directed at the general market and one at the Hispanic market. The results were encouraging, but the brand felt it needed to dig deeper and find a more robust insight to achieve further growth. -
AES Corp: A Global Power Transformation
CEO Andres Gluski leads the transformation of the global energy company. -
Century Bank: Closing Time?
Barry Sloane, second-generation Chairman, President, and CEO of his family's bank, Century Bank, weighed whether to sell to Eastern Bank. As a small regional bank, Century faced a number of challenging trends, such as digitization and market share decline in the coming years, despite its past decade of top performance, balanced growth, and careful risk management. Whereas his father consistently refused to sell during his lifetime, Sloane worried this might be the last cash offer on the table for the bank. On the other hand, selling was an irreversible decision that would severe the family's legacy and the next generation from the bank. Was it finally time for the Sloane family to part with Century Bank? -
FINRA (A): Moving Financial Regulation to the Cloud
In July 2013, the chief information officer of the Financial Industry Regulatory Authority (FINRA) was preparing for an upcoming meeting with FINRA's board of directors. He was building an argument for why the organization should reverse the decision he had advocated just a few months earlier and shift from a model that used on-premises data centres to one that focused on public cloud resources. Some board members were already familiar with the cloud and were using it in their own organizations, whereas others were concerned about taking their most critical data and putting it into the hands of a cloud service provider. This decision would have a profound impact on the technical direction of the regulator moving forward. Choosing to abandon their on-premises resources and shift to the cloud was a fundamental architectural decision that would significantly affect job roles and be difficult to reverse. The chief information officer had to make the case that a cloud-focused approach would meet FINRA's current needs and serve the organization better in the long term. -
Bio-Chem: Time to Veer Off the Path of Centralization?
Dalian Bio-Chem Co. Ltd. (Bio-Chem) had been deeply involved in the field of industrial fungicides for nearly twenty years and occupied a place in both domestic and overseas markets. Since its establishment in 2003, Bio-Chem had adhered to a strategy of centralization, with industrial fungicides as its main business products. Bio-Chem was successfully listed on the A-share market in China in 2012, and it grew rapidly in the ten years that followed. Although Bio-Chem had become a leader in the field of industrial fungicides, its chairman believed that companies should not be content with the status quo. Some within the company believed Bio-Chem should carry out a diversification strategy because it had sufficient funds to do so; others thought it should carry out an integrated strategy because the downstream industry was very profitable; and others thought it should stick to a centralized strategy because the market demand for industrial fungicides was still very large, and adhering to a centralization strategy meant there would be room for growth. The chairman had to consider the opportunities and challenges of each strategy and determine which direction to take the company. -
Hyundai Motor Group: Fast Follower to Game Changer
In 2022, Hyundai Motor Group had become the world's third-largest automaker by sales volume. Under Executive Chair Euisun Chung's leadership, HMG was shaping its vision as a "game changer" in the global automotive industry. The company no longer viewed itself as a traditional car manufacturer, but as a provider of smart mobility solutions. The case study explores Hyundai's strategies to pivot beyond the "fast follower" mission that had guided its rapid international expansion since the 1980s, under the leadership of founding Chairman Ju-yung Chung. Three decades later, South Korea's automaker declared its next goal: achieve global leadership in vehicle electrification. Hyundai's IONIQ 5 and the Kia EV6 were award-winning electric vehicles; the company planned to expand to 23 electric vehicle lines and sell more than 1 million EVs by 2025. Beyond electrification, Hyundai was making big bets on hydrogen energy, AI technology, robotics, and advanced air mobility-all of which could help make Hyundai the pioneering leader of the transportation sector of the future. -
Promigas & Gases de Occidente
Promigas, founded in 1974, is one of the pioneering companies in the natural gas sector in Latin America. Its role has been fundamental in the process of widespread use of this energy source in Colombia. This case presents its history and that of one of its subsidiaries, Gases de Occidente (1992). The case describes the challenges of innovating to increase gas service coverage in contexts where institutional voids are prevalent. The case provides an opportunity to discuss a lack of intermediaries, or the participation of a few actors in these voids, and how companies can take actions to overcome shortcomings. Provision of public services such as gas distribution implies exposure to risks, including interference from political actors with claims unrelated to collective interests. -
Familia Torres: From Sustainability to Regenerative Agriculture
Familia Torres, a Spaniard winery, had been working actively since 2008 to mitigate and adapt to climate change through its Torres & Earth program. At the beginning of 2022, when the pandemic was finally nearing its end, the challenge for Familia Torres was how to define a sustainability strategy for the future. This had led Familia Torres to search for new terroirs at higher altitudes to find the right balance of heat during the day and cold at night, in order to achieve a quality wine. Another strategy had been to recover local ancestral varieties, resilient to these new climate scenarios. The threat of water scarcity also loomed over the vineyards, as well as other ecological risks which reduced its productivity. A "beyond sustainability" strategy was presented as a hopeful one, which focused on reversing climate change from the local sphere of action and was consistent with the family motto "the more we take care of the land, the better wine we produce". However, this promising strategy involved many uncertainties. From a commercial perspective, it was not clear how it would affect production, how it would be articulated with the commercial strategy, or whether consumers would know how to appreciate this product. From an ecological perspective, it was unclear how much carbon it would absorb, and for how long. In the light of this situation, the Familia Torres management team sometimes ask themselves whether they should maintain the strategy of going "beyond sustainability" or consider strategies more con-sistent with the mainstream approach to climate resistance viticulture, such as, for example, the genetic improvement of the grapes, or intensify the strategy of transfer to colder areas. -
Rebel Foods: Managing the Brand Portfolio
Rebel Foods, the world's largest internet restaurant company, had operations globally and launched multiple cuisine brands to satisfy consumers' taste buds. Among them were Faasos, Behrouz Biryani, Oven Story, Mandarin Oak, Lunch Box, and many more under the Rebel umbrella.1 Over time, only three brands-Behrouz Biryani, Oven Story, and Faasos-became the highest contributors to the bottom line. Rebel also started offering cloud kitchen space services to early-stage food entrepreneurs and distribution of well-known established brands such as Wendy's. However, Rebel's revenue slipped in FY2021 to INR 405.1 Crore (USD 52.11 million) compared to FY2020, which was approximately INR 558.7 Crore (USD 71.87 million). Rebel Foods' frequent launch of multiple brands, many new initiatives, and slipping financials left many unanswered questions. How should the company manage its brand portfolio? Should it launch new brands or collaborate with established brands? Was there a need for Rebel to change its brand portfolio? -
Takeda's Takeover Bid for Shire: When Rumours Dilute Whisky
Appointed to his position in 2015, Christophe Weber, a French national and president and CEO of Japan-based Takeda Pharmaceuticals, had begun transforming the company into a global player. He knew that, if the business was to survive, he would have to accelerate its transformation and globalization, and he believed the solution was the acquisition of Shire, an Irish pharmaceutical company and a similar-sized firm. If successful, this would be the largest cross-border acquisition ever negotiated by a Japanese company. Weber had known that the acquisition would be costly - and controversial among the company's shareholders, who could challenge his leadership. Although he was confident in his proposal, his bid did not go as planned. Despite his best efforts to keep the deal secret, using Japanese whisky-inspired code names for Shire and Takeda, the details had leaked before he had had a chance to inform Shire's board of his attempt and discuss it with them. On April 8, 2018, Shire's board rejected his offer. At the time, many questions remained as to how Takeda should proceed. -
MarketForce: Building an Operating System for Merchants in Africa
Tesh Mbaabu started MarketForce to help bring technology to the thousands of Kenyan merchants who ran corner shops that were often a centerpiece of their communities. MarketForce began as an inventory ordering platform for merchants, but has quickly evolved into a comprehensive operating system that merchants can use to unlock new revenue streams and grow their businesses. The team has expanded from Kenya into four new African countries and hopes to be in 15 countries by 2025. In this case, Mbaabu and the MarketForce team are faced with a number of critical decisions: how to build a product expansion strategy through geographic expansion and mergers and acquisitions, and how to scale the company's culture across new markets and countries. -
Zenoti: Strengthen the Core or Stretch for Growth?
Zenoti was a software-as-a-service (SaaS) unicorn based out of Bellevue, Washington. Zenoti's SaaS was focused on back-office resource allocation and enabling multi-location spas and salons to digitize the consumer experience. After the latest round of funding, Zenoti's chief executive officer, Sudheer Koneru, was keen to invest in artificial intelligence and other cutting-edge technologies to deliver an Uber-like experience to consumers. Other options for pursuing growth included geographic expansion, new customer segments, and entry into new competitive arenas. In January 2021, Koneru would have to identify and consider new growth ideas for Zenoti. -
Baobab Clean Technologies: Zeroing In on Business Markets
The India-based company Baobab Clean Technologies was founded in September 2011 with a business model based on the premise of safety and sustainability for electronic waste. The company facilitated the disposal of computers and electronic products for consumer and trade channels. It refurbished and sold products with a bundle of services like point-to-point delivery, installation, warranty, and support. Sales had started improving during the COVID-19 pandemic, and the protagonist was considering the way forward into the next level of growth. The case revolves around the application of various concepts related to business-to-business marketing, including value creation, value delivery, channel positioning, and marketplace equity. -
Pricing at Echosec Systems
This case follows the evolution of pricing strategy at Echosec Systems, a Canadian open source intelligence firm. The case provides information on pricing as the company grows and diversifies its product offerings. -
Ceibal: Sustaining and Scaling Educational Innovation in Uruguay
Ceibal was founded in 2007 in Uruguay, as an initiative to reduce the digital gap in the country. After playing an important role providing a smooth transition to remote learning during COVID, Ceibal in 2022 must now determine the best way to fulfill its mission to "be the center of educational innovation with digital technologies in Uruguay.... in order to improve learning and promote processes of innovation, inclusion, and personal growth." -
Ginkgo Bioworks vs. Scorpion Capital: The Debate Over Related-Party Revenues
Ginkgo Bioworks, a synthetic biology company based in Boston, Massachusetts, faced divergent views on its revenue possibilities and accounting practices. After a report emerged accusing it of fraudulent accounting and lack of innovation, its share price plunged. But some investors saw this as a buying opportunity and still believed in Ginkgo's prospects. Who was right? -
Facebook and Political Speech
By 2022, Meta was the world's largest social media company, with around 3 billion users sharing 140 billion messages and a billion stories a day. Over 200 million businesses used Meta apps like Facebook, Instagram, and WhatsApp. Meta's primary source of revenue was advertising. Its proclaimed mission was to "give people the power to build community and bring the world closer together" and its principles were to "give people a voice; build connection and community; serve everyone; keep people safe and protect privacy; promote economic opportunity." Facebook, which was Meta's original platform and, from 2004 to 2021, the source of the company's name, had 1.97 billion daily users around the world. More than 80 percent of adult social media users in the United States reported visiting Facebook at least once a week in 2022, and the platform's global penetration was nearly 40 percent. This case focuses specifically on the use of Facebook for political speech in the United States and around the world. It covers the advent of Facebook as a political tool; the "Facebook era" in American presidential elections, including charges of Russian interference, "fake news" and disinformation, and targeted advertising; allegations of unfair censorship and double standards; the 2021 "whistleblower," Frances Haugen; and the Facebook response to all these issues. The case also considers the role of Facebook in the Myanmar genocide and the Polish political landscape. -
Bank of Japan's Dilemma: Should its Ultra- Easy Monetary Policy End Under Inflationary Pressure and a Weak JPY?
In countering the threat of broader monetary policy divergence between the two nations, the JPY sank sharply against the USD. Although the BOJ continued with vigorous monetary easing, the US Federal Reserve started to restrict its monetary policy as inflation rose. Japanese exporters viewed a weak JPY as a bonus when funds were repatriated because it improved their overseas profits. But when coupled with an increased cost of crude oil and other commodities, it raised import costs and hindered consumer spending in Japan, a resource-scarce economy. Kuroda, the governor of the BOJ emphasized that it would retain its current policy if an increase in the consumer price index seemed temporary and not sustained. He cautioned that if the index rose above 2%, the BOJ would change its policies. His term of office as Governor of the Bank of Japan was scheduled to end in April 2023, but with an Upper House election in 2022, he was under domestic pressure to ensure that inflation remained under control