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Investing in a Unicorn: The Case of Luckin Coffee Gone Rogue
Andrea Santiago; Fernando Martin Roxas; Maria Theresa ManalacCaso IVEY-9B21N001-EFinanzasLuckin Coffee Inc. (Luckin), an emerging growth firm that aimed to become the market leader in the coffee industry in China, had quickly grabbed market share by using freebies and discounts to entice cost-conscious Chinese consumers to try its products. Luckin sold its coffee and snacks through a proprietary mobile app, and customers either picked up their orders from strategically located stores or had them delivered. By the end of 2019, Luckin ...Desde 8,20 €
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Cubo Modular Inc.: Managing Demand for Bamboo Houses
Andrea Santiago; Al Rosenbloom; Fernando Martin RoxasCaso IVEY-W25411-EMarketingCUBO Modular Inc. (CUBO) was a start-up social enterprise in the Philippines that emerged shortly after its chief executive officer, Earl Forlales, received a substantial cash award for besting 1,200 entries in a competition. The concept behind Forlales’sDesde 8,20 €