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GidaExpress: Grocery Delivery in Turkey

Yildiz, Ozlem ; Goldberg, Rebecca ; Stouras, Kostas ; Weiss, Elliott N.

Reference: DARDEN-OM-1635-E
Number of pages: 9
Publication Date: Dec 3, 2019
Source: Darden University of Virginia (USA)
Type of Document: Case

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Description

This fictional, international case explores online delivery models through the voices of two female protagonists: Melis Aydin, COO, who is from Turkey; and Athena Galini, CEO, who is from Greece. They have recently begun an online grocery-delivery (OGD) service called GidaExpress (i.e., Express Food) by closing on a TRY300,000 low-interest loan and entering a start-up incubator in Istanbul, Turkey. Aydin and Galani are evaluating three models for hiring drivers—all full-time employees who can be trained (and perhaps provide more consistent and higher-quality customer service); all independent workers who are paid a wage rate that escalates in order to meet demand; or a hybrid of the two. This story allows for a discussion of the strategic trade-offs between investing in a full-time workforce and sourcing independent workers of unknown quality using a fluctuating wage rate, and how these decisions impact the ability of the business to deliver on the value proposition.

Keywords

Big data Data analytics Decision-making female protagonist Operations management scale-up Staffing start-up Strategy supply and demand wage rate