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Microsoft Surface: Accelerating Digital Transformation
Sarah L. Y. Cheah; Nigel Koon-Leong ToeCase IVEY-9B19M002-EEntrepreneurship, StrategyIn December 2017, the corporate vice-president of Microsoft Corporation’s Devices division was considering two options to chart a strategic course for the next few years. Since first joining Microsoft Corporation in 2004, one of the vice-president's key roles had been to oversee the strategic direction of the personal computing hardware business. The company, which was headquartered in Washington State in the United States, had a multitude of pro...Starting at €8.20
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StarHub Ltd.: Paving the Way for Innovation
Sarah L. Y. Cheah; Maw Der FooCase IVEY-9B19M048-EEntrepreneurship, StrategyIn 2018, the Singapore-based telecommunication operator StarHub Ltd. (StarHub) acknowledged that in 2017 its total revenue was relatively flat and its net profit had declined. In the face of rising competition and a slowing global economy, the company needed to explore new sources of revenue growth. Two areas of growth seemed promising. The first area involved the launch of StarHub's smart retail analytics for small and medium enterprises in the ...Starting at €8.20
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Make in India: The Operating and Marketing Challenge
Gaganpreet Singh; Simarpreet SinghCase IVEY-9B15A030-EEntrepreneurship, Marketing, StrategyOn September 25, 2014, the prime minister of India extended an official invitation to businesses across the globe to invest and produce in India. The program, called “Make in India,” began as a way to meet the growing needs of the country’s developing economy by encouraging both local innovation and foreign direct investment. Its goal was to make products without defects and with no negative impact on the environment, while protecting intellectua...Starting at €8.20
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Ekohealth: Developing Price Structures
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B14A057-EEntrepreneurship, Marketing, StrategyFounded in 2011 in Mumbai, India, Ekohealth Management Consultants Private Limited helped its subscribing members by negotiating bulk discounts with hospitals for all planned surgeries and reducing their monthly bills by suggesting low-cost generic drugs rather than expensive brand names. It ensured ethical health care practices by removing the referral fees doctors routinely demanded from hospitals, pathology clinics, pharmaceutical companies an...Starting at €8.20
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Shoes of Prey: Managing the Dark Side of Value Co-creation
Sanjit Kumar Roy; Gaganpreet SinghCase IVEY-9B20A022-EEntrepreneurship, Marketing, StrategyLaunched in 2009, Australian-based Shoes of Prey allowed potential customers to design every detail of a pair of shoes. The co-creation strategy offered customers a sense of ownership and increased their perceived value of the shoes. The company initiallyStarting at €8.20
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JFDI Asia: Southeast Asia's Leading Accelerator
Sarah L. Y. Cheah; Vivien K. G. Lim; Norvin ChanCase IVEY-9B16M214-EEntrepreneurship, StrategyIn 2010, two entrepreneurs launched Joyful Frog Digital Incubator (JFDI), Southeast Asia’s first start-up accelerator in Singapore. They aimed to help develop Singapore’s start-up environment through a structured program that provided access to early stage funding and mentorship. More than 70 start-ups had graduated from the program, and more than half had raised substantial funding. However, five years later, in 2015, JFDI faced challenges as a ...Starting at €8.20
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Glints: Linking Youths and Jobs
Sarah L. Y. Cheah; Vivien K. G. Lim; Norvin ChanCase IVEY-9B17M018-EEntrepreneurship, StrategyEstablished in 2013, Glints was an online job search service for new graduates, marketing itself as “LinkedIn for youth.” The Singapore-based company was founded by three 21-year-olds who chose to put their university education on hold and forfeit their scholarships in order to pursue their entrepreneurial ambitions. Using the lean start-up approach, Glints pivoted its business model several times before finding a suitable position in a resegment...Starting at €8.20
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Apple Watch: Managing Innovation Resistance
Tania Bucic; Gaganpreet SinghCase IVEY-9B18A005-EEntrepreneurship, Marketing, StrategyHaving affirmed its place in the computer, phone, and music markets, Apple Inc. (Apple) decided to embark on a brand extension strategy, shifting its focus to wearable technologies. With this shift in mind, Apple launched the Apple Watch in April 2015 as an attempt to enter different industries. Apple Watch integrated fitness and health features with Apple’s mobile operating system (iOS) and other Apple products and services. Because Apple owned ...Starting at €8.20
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Pepperfry.com: Marketing to Manage Customer Experience
Gaganpreet Singh; Sandeep Puri; Sanjit Kumar RoyCase IVEY-9B17A034-EEntrepreneurship, Marketing, StrategyIn 2016, Pepperfry.com (Pepperfry) was India’s leading online retailer of furniture and home products. As a pioneer in the online furniture and furnishings space, Pepperfry had a first-mover advantage that led to the achievement of significant milestones within a short period. Online marketing, however, involved distinct challenges compared with traditional marketing practices. Improving customer experience at the different stages of a consumer’s...Starting at €8.20
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Fujitsu: Co-Creating Digital Business
Sarah L. Y. Cheah; Maw Der FooCase IVEY-9B18M137-EEntrepreneurship, StrategyIn 2017, the president of Fujitsu Asia Pte. Ltd. in Singapore, a subsidiary of Japanese conglomerate Fujitsu Limited (Fujitsu) needed to decide between two project options that represented growth in different industries in Asia. Both projects represented Fujitsu's vision of connected services and could potentially be much-needed engines of new growth for Fujitsu Singapore over the next 5 to 10 years. The first option was to offer its Japanese-eng...Starting at €8.20