Ivey Publishing

Entrepreneurship: Successfully Launching New Ventures

Barringer, B.R.; Ireland, D.,4/e (Canada, Pearson Education, 2012)
Prepared By CaseMate Editor,
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Introduction to Entrepreneurship

AZZA FAHMY JEWELLERY: RESTRUCTURING A SUCCESSFUL STARTUP
Marina Apaydin, Hend Mostafa, Mariam Mohamed Sherin, Mariam Ali Mobarak, Amal Mohsen Fahmy, Dina Sameh Labib

Product Number: 9B13M097
Publication Date: 3/31/2014
Revision Date: 3/31/2014
Length: 14 pages

This case and the three others in this series (9B13M098, 9B13M099 and 9B14M023) can be used together or on a standalone basis.

This case series features a female Egyptian entrepreneur who faces the challenge of developing her self-titled jewellery brand. The issues are strategic in nature and typical of a growing business. Following the successful establishment of her company, she faces issues related to rapid growth; she is a “one-woman show” who controls everything in the company including marketing, operations, human resources and finance. Although she enjoyed a successful start, the tremendous growth of her company has culminated in management difficulties. Thus, she is considering how to transform her business from an entrepreneurial firm to a structured organization.


Teaching Note: 8B13M097 (7 pages)
Industry: Other Services
Issues: Internationalization; institutionalization; local strategy; female entrepreneurship; marketing; Egypt
Difficulty: 4 - Undergraduate/MBA



ECOVATIVE DESIGN LLC: A BIOLOGICAL MATERIALS STARTUP
Chris Laszlo, Abdel Latif Ladki, Abraham Weiner

Product Number: 9B13M125
Publication Date: 12/20/2013
Revision Date: 12/20/2013
Length: 8 pages

Ecovative Designs (Ecovative), a start-up company in upstate New York, uses an innovative process to combine agricultural waste and mycelium (mushroom “roots”) to grow forms for use in a wide variety of applications, especially a protective packaging material. Not only does this new product replace the need for the environmentally harmful alternative, extruded polystyrene, but the production process is less energy intensive. It exemplifies the cradle-to-cradle design indicative of a sustainably embedded product and attractive to companies looking to reduce their carbon footprint. In just a few years, Ecovative has expanded from a lab to a large facility funded partly through research grants and partly from contracts with two large corporations. In 2013, the partners are considering whether to sign a contract with Sealed Air, one of the largest distributors of packaging materials in the world, but the deal would mean relinquishing control over the only profitable segment of their company. They are considering alternative growth strategies to find the one that fits best with their goal: to have the largest impact on the planet while remaining profitable.

Teaching Note: 8B13M125 (10 pages)
Industry: Manufacturing
Issues: Sustainability; science, biomimicry; United States
Difficulty: 5 - MBA/Postgraduate



SACD
Simon Parker

Product Number: 9B11M027
Publication Date: 4/8/2011
Length: 6 pages

Giel Bessels is one of the three founders of a Dutch classical music record label called PentaTone Music BV, which releases all of its recordings on a high-resolution audio format called Super Audio Compact Disc (SACD). Now a decade old, PentaTone has survived the commercial failure of SACD’s launch in 1999 and the adverse market characterized by a continually shrinking demand for classical music recordings. However, the founders wish to build their company further and know that they must stimulate demand for their products so that they can finance further recordings. Bessels and his team recognize the unique difficulties of educating consumers about the superior quality of high-resolution, surround-sound classical music on SACD, which needs to be heard to be fully appreciated. The case invites students to think creatively about alternative ways of growing and protecting PentaTone’s business, including novel uses of social media and possible expansion into China. The case also illustrates a relatively unusual motive for new venture creation — here, the business is seen as an asset to be built up to provide a future capital gain through a trade sale rather than as a vehicle to generate a stream of current and ongoing dividends (incomes).

Teaching Note: 8B11M027 (5 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Asset Generation versus Income Flow; Social Media; Classical Music Industry; the Netherlands; China
Difficulty: 4 - Undergraduate/MBA



ENTREPRENEURS AT TWITTER: BUILDING A BRAND, A SOCIAL TOOL OR A TECH POWERHOUSE?
Simon Parker, Ken Mark

Product Number: 9B10M028
Publication Date: 3/22/2010
Revision Date: 5/4/2017
Length: 10 pages

Twitter has become an incredibly popular micro-blogging service since its launch in 2006. Its founders have ambitious plans for the service, and are backed by hundreds of millions of dollars of venture capital funding, which values the company at $3.7 billion in 2011. Twitter seems to attract a diverse audience of users, such as political organizers looking to disseminate information to their followers; businesses looking to reach out, in real time, to potential customers; and social users. The company charges consumers nothing for its service. By 2011, competitors have emerged, some of whom are financially strong. It remains unclear - at least to some observers - whether the company will ever make money from its service.

Teaching Note: 8B10M28 (10 pages)
Industry: Other Services
Issues: Social Networking Media; Strategic Positioning; New Venture
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
Recognizing Opportunities and Generating Ideas

BEER FOR ALL: SABMILLER IN MOZAMBIQUE
Margaret Sutherland, Tashmia Ismail

Product Number: 9B14M026
Publication Date: 5/12/2014
Revision Date: 5/12/2014
Length: 11 pages

SABMiller, the world’s second largest brewer, has developed a business model in Mozambique that represents a radical departure from the firm’s traditional approach to beer production. Despite this multinational’s well-developed global supply chains and heavily centralized processes, it has disrupted both established processes and products and has, instead, innovated to produce a cassava-based beer in an effort to serve the low-income consumers who comprise the bulk of the African economic pyramid. In a marked departure from corporate best practices, the manufacturing process begins outside of the brewery and in the vicinity of the scattered and rural cassava farming plots.

Teaching Note: 8B14M026 (23 pages)
Industry: Manufacturing
Issues: Innovation; low income markets; bottom of pyramid; Mozambique
Difficulty: 5 - MBA/Postgraduate



WHOLE FOODS MARKET INC.: EXPANSION IN CANADA
Cara C. Maurer, Valentina Bardorf

Product Number: 9B13M127
Length: 18 pages

In December 2012, the senior management team of Whole Foods Markets, Inc. was contemplating the company’s options for international expansion. Headquartered in Austin, Texas, the company was a natural and organic foods supermarket that was known as, and trademarked as “America’s Healthiest Grocery Store.” Since 1977, the company had grown from a single small store to a multinational chain with a presence in Canada and the United Kingdom. Its goal was to achieve a total of 1,000 stores by 2022 across all markets. Now, counting on the demand for organic products from the growing demographic of well-educated and wealthy professionals concerned about obesity and its related health issues, senior managers were wondering if it was time to expand further into Canada and, if yes, into which provinces. With unions being a clear factor in a Quebec expansion, would it be possible to enter the province without risking cultural inconsistency? Would its current U.S. team facilitate the expansion, or should a Canadian management team be developed? These issues must be resolved before the company can move forward.

Industry: Retail Trade
Issues: Organic food industry; international expansion; growth strategy; Canada; United States
Difficulty: 4 - Undergraduate/MBA



THE MARK NEWS
Simon Parker, Mitchell Praw

Product Number: 9B10M056
Publication Date: 8/17/2010
Length: 6 pages

The founder of a new online news site, The Mark, has launched his venture at a time of unprecedented turmoil in the newspaper industry. While he believes that his advertizing-based business model is the future face of the industry, he is yet to attract much of a readership. The founder must now decide what strategies are needed to establish his business in the competitive Canadian news landscape.

Teaching Note: 8B10M056 (4 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: New Entrant; Brand Positioning; Models; New Venture Challenges
Difficulty: 4 - Undergraduate/MBA



CYTEC INDUSTRIES, INC.
W. Glenn Rowe, Ken Mark

Product Number: 9B04M007
Publication Date: 8/10/2004
Revision Date: 2/3/2016
Length: 9 pages

In this supplement to American Cyanamid, product 9B04M006, the executive vice-president of agriculture has taken over the chemical division and renamed it Cytec Industries Inc. He took the company public, and working with an underperforming division, narrowed the scope to focus on key profitable segments and in just a few years had increased its market value by 11 times.

Teaching Note: 8B04M06 (9 pages)
Industry: Manufacturing
Issues: Stakeholder Analysis; Uncertainty; Strategic Scope; Action Planning and Implementation
Difficulty: 4 - Undergraduate/MBA


Chapter 3:
Feasibility Analysis

SCUBY'S ENTERPRISES: STARTING A BUSINESS IN GHANA
Francis Ayensu, Nicole R.D. Haggerty, Julianna Faircloth, Helen Fisher, David MacNicol

Product Number: 9B14M041
Publication Date: 4/2/2014
Revision Date: 4/1/2014
Length: 5 pages

In October 2011, a young entrepreneur in Ghana faced a critical moment. Given his degree in marketing from the Ghana Institute of Management and Public Administration and his past work experience running a retail clothing store, he was confident he could branch out and start his own photocopying service in his hometown of Koforidua, where there was a distinct undersupply of photocopying services. The proposed store would be located near All Nations University, whose students and faculty would provide a stable demand for his offerings. Now he must perform a breakeven analysis and return on investment calculation to assess whether he should go forward with the venture.

Teaching Note: 8B14M041 (8 pages)
Industry: Other Services
Issues: Breakeven analysis; return on investment; new venture; emerging markets; Ghana
Difficulty: 4 - Undergraduate/MBA



FLY ASH BRICK PROJECT: FEASIBILITY STUDY USING CVP ANALYSIS
S.K. Mitra, Shubhra Hajela

Product Number: 9B13B022
Publication Date: 12/20/2013
Revision Date: 12/19/2013
Length: 6 pages

A budding entrepreneur in India is planning to set up a fly ash brick manufacturing plant near a thermal power plant. Not only does making bricks out of the residue of coal power generation reduce the amount of fly ash waste dumped on the ground, but the government is actively supporting the fly ash brick industry as a way to meet the increasing demands for construction materials that are environmentally sustainable. On the basis of preliminary analysis, the entrepreneur decides to set up a plant that will have the capacity to manufacture four million bricks. Though actual production will depend on market demand, he and his potential partner estimate that 2.4 million bricks can be sold per year at an average Rs 7,000 per 1,000 bricks. He wants to ascertain the feasibility of the project using a cost-volume-profit analysis.

Teaching Note: 8B13B022 (10 pages)
Industry: Construction
Issues: CVP Analysis; Feasibility analysis; breakeven point; cost analysis; India
Difficulty: 4 - Undergraduate/MBA



EASY BUSINESS COMPANY LIMITED: COST ANALYSIS ON A SMALL BUSINESS START-UP IN CHINA (A)
Claude P. Lanfranconi, Peter Yuan

Product Number: 9A99B033
Publication Date: 4/4/2000
Revision Date: 1/14/2010
Length: 7 pages

A 23-year-old sales executive for a multinational office furniture and supply company was thinking of leaving the company over a dispute regarding her compensation. A friend had suggested setting up her own business: a recruiting agency. The sales executive had known some human resources managers and office managers throughout the years, however, she also realized that it was a very competitive business and she had no experience. She did some cost analysis and had to decide whether it was worth doing. This case could be used as an introduction to management accounting or entrepreneurial finance.

Teaching Note: 8A99B33 (10 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: China; Cost Accounting; Entrepreneurial Finance; Management Accounting
Difficulty: 4 - Undergraduate/MBA


Chapter 4:
Writing a Business Plan

BOOND: ENABLING ACCESS TO ENERGY SOLUTIONS FOR RURAL INDIA
Sandeep Goyal, Amit Kapoor, Rajen Gupta

Product Number: 9B14M048
Publication Date: 5/6/2014
Revision Date: 5/6/2014
Length: 16 pages

More than one-third of India remained without electricity or received less than eight hours of electricity per day. To fight energy poverty, Boond was in the business of providing lighting solutions to the low-income population in rural India. By 2013, it had created a network of four hubs (energy centres) and impacted the lives of more than 50,000 people across two states in India through its solar energy systems. It had forged non-traditional partnerships with regional rural banks and community-based organizations and its plan was to shift from the inception phase to the growth phase in 2013–2014. The aim was to set up 30 hubs covering more than 50 districts in the states of Rajasthan and Uttar Pradesh by 2015. This required evaluating the transformational challenges and creating an action plan to address them without losing sight of the social mission. Key obstacles included attracting social investors, extending its reach, and finding and retaining skilled employees willing to operate in small towns and villages.

Teaching Note: 8B14M048 (16 pages)
Industry: Utilities
Issues: Social entrepreneurship; social enterprise; business model; market building strategy; India
Difficulty: 5 - MBA/Postgraduate



JILL'S TABLE: DIGITIZING A RETAIL LEGACY
Raymond Pirouz, Janice Zolf

Product Number: 9B14A002
Publication Date: 3/20/2014
Revision Date: 3/20/2014
Length: 12 pages

The founder of a bricks-and-mortar kitchen accessories retail store, Jill's Table, is considering the expansion of her existing information-based website to an e-commerce presence, but wonders whether the factors that have led to her current success can be replicated in the virtual world. Students are asked to make decisions related to translating brand values from the real world to the virtual world; overcoming technological hurdles; addressing design issues in terms of the user experience; developing a content marketing and digital promotions strategy, including social media and email marketing; determining a pricing strategy; planning for fulfillment and returns; handling customer service and measuring performance.

Teaching Note: 8B14A002 (3 pages)
Industry: Retail Trade
Issues: Online retailing; etailing; ecommerce; Internet marketing; Canada
Difficulty: 4 - Undergraduate/MBA



GLOBAL SOURCE HEALTHCARE: TO START OR NOT TO START
Donald W. Barclay, Eric Morse, Shamail Siddiqi

Product Number: 9B05M055
Publication Date: 9/1/2005
Revision Date: 10/1/2009
Length: 17 pages

An entrepreneur was contemplating leaving his job at Goldman Sachs to start Global Source Healthcare, a healthcare outsourcing company focused on international nurse recruitment. He had researched the healthcare staffing market extensively, written a business plan and raised some funding. While this appeared to be an excellent opportunity, there were some very real risks that had to be considered. His greatest concern was the limited amount of funding at his disposal. Since international recruitment required a considerable amount of working capital, the lack of funding brought the long-term feasibility of the business into question. Students will learn about screening the business venture in terms of the entrepreneur, the resources and the opportunity; determining the strategic direction of the company and balancing the long-term vision with short-term cash flow needs; assessing different business models to determine which is the best fit for the company; and the importance of executing the business plan and selected strategy.

Teaching Note: 8B05M55 (12 pages)
Industry: Health Care Services
Issues: Strategy Development; Startups; Health
Difficulty: 4 - Undergraduate/MBA



GANONG BROS. LIMITED
Eric Morse, Vanessa M. Strike

Product Number: 9B05M011
Publication Date: 3/7/2005
Revision Date: 11/18/2014
Length: 14 pages

Ganong Bros. Limited is a fifth generation family chocolate company in New Brunswick that is facing financial difficulties. The firm has been spreading its resources too thinly and needs to develop a plan to not only return to profitability but also to grow the business while upholding its responsibility to the local community. This case helps students to develop an understanding of cutting costs in a turnaround situation and seeking out alternative lines of business for strategic growth.

Teaching Note: 8B05M11 (6 pages)
Industry: Manufacturing
Issues: Strategic Change; Strategic Planning; Growth Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 5:
Industry and Competitor Analysis

AZZA FAHMY JEWELLERY: EXPAND LOCALLY OR INTERNATIONALLY?
Marina Apaydin, Hend Mostafa, Mariam Mohamed Sherin, Mariam Ali Mobarak, Amal Mohsen Fahmy, Dina Sameh Labib

Product Number: 9B13M098
Publication Date: 3/31/2014
Revision Date: 3/27/2014
Length: 7 pages

This is the second case in the Azza Fahmy series. This case and the three others in this series (9B13M097, 9B13M099 and 9B14M023) can be used together or on a standalone basis.

This case series features a female Egyptian entrepreneur who faces the challenge of developing her self-titled jewellery brand. In this case, the entrepreneur realizes the importance of having a clear organizational structure with different departments and a clear chain of authority. As a result, she hires her daughter as the managing director to take on the responsibility of developing a mission, vision and explicit organizational structure. This restructuring allows the company to grow further, which leads the entrepreneur to consider her opportunities in the international market.


Teaching Note: 8B13M098 (10 pages)
Industry: Other Services
Issues: Internationalization; institutionalization; alliances; Egypt
Difficulty: 4 - Undergraduate/MBA



CLOSING THE GAP - THE CHANGING HOME CARE ENVIRONMENT (A)
Rod E. White, Rida Elias

Product Number: 9B10M051
Publication Date: 7/9/2010
Length: 14 pages

The regulations in the home care industry are changing. The industry is moving toward consolidation and favouring large companies. Closing the Gap, a small home care provider in Ontario, reaches a crossroad. The company has three strategic options to choose from: (1) sell the company, (2) buy another company, or (3) grow organically. Given these conditions, students will be asked to conduct an industry analysis and help the chief executive officer (CEO) of Closing the Gap make the appropriate decision. In the (B) case, students will be asked to evaluate an acquisition possibility and advise the CEO whether the acquisition will be a successful one or not.

Teaching Note: 8B10M51 (22 pages)
Industry: Health Care Services
Issues: Industry Analysis; Strategic Decision Making; Health Care; Strategic Acquisitions
Difficulty: 4 - Undergraduate/MBA



IMAX: LARGER THAN LIFE
Anil Nair

Product Number: 9B09M019
Publication Date: 5/22/2009
Revision Date: 5/4/2017
Length: 18 pages

IMAX was involved in several aspects of the large-format film business: production, distribution, theatre operations, system development and leasing. The case illustrates IMAX's use of its unique capabilities to pursue a focused differentiation strategy. IMAX was initially focused on large format films that were educational yet entertaining, and the theatres were located in institutions such as museums, aquariums and national parks. However, IMAX found that its growth and profitability were constrained by its niche strategy. In response, IMAX sought to grow by expanding into multiplexes. Additionally, IMAX expanded its film portfolio by converting Hollywood movies, such as Harry Potter and Superman, into the large film format. This shift in strategy was supported by the development of two technological capabilities - DMR for conversion of standard 35 mm film into large format, and DMX to convert standard multiplexes to IMAX systems. The shift in strategy was partially successful, but carried the risk of IMAX losing its unique reputation.

Teaching Note: 8B09M19 (11 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Business Policy; Strategic Positioning; Industry Analysis; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA



ECCO A/S - GLOBAL VALUE CHAIN MANAGEMENT
Bo Bernhard Nielsen, Torben Pedersen, Jacob Pyndt

Product Number: 9B08M014
Publication Date: 5/29/2008
Revision Date: 5/10/2017
Length: 21 pages

ECCO A/S (ECCO) had been very successful in the footwear industry by focusing on production technology and assuring quality by maintaining full control of the entire value chain from cow to shoe. As ECCO grew and faced increased international competition, various value chain activities, primarily production and tanning, were offshored to low-cost countries. The fully integrated value chain tied up significant capital and management attention in tanneries and production facilities, which could have been used to strengthen the branding and marketing of ECCO's shoes. Moreover, an increasingly complex and dispersed global value chain configuration posed organizational and managerial challenges regarding coordination, communication and logistics. This case examines the financial, organizational and managerial challenges of maintaining a highly integrated global value chain and asks students to determine the appropriateness of this set-up in the context of an increasingly market-oriented industry. It is suitable for use in both undergraduate and graduate courses in international corporate strategy, international management, international marketing, supply-chain management, cross-border strategic management and international business studies in general.

Teaching Note: 8B08M14 (15 pages)
Industry: Manufacturing
Issues: Marketing Management; Operations Management; Global Strategy; Vertical Integration; Value Chain; Competitor Analysis
Difficulty: 4 - Undergraduate/MBA


Chapter 6:
Developing an Effective Business Model

DIVERSEY IN INDIA: THE GROWTH CHALLENGES AND OPTIONS
Sandeep Goyal, Amit Kapoor

Product Number: 9B13M115
Publication Date: 1/10/2014
Revision Date: 1/8/2014
Length: 12 pages

Diversey, a leading global brand in the business-to-business cleaning industry, had entered the Indian market positioned as a total cleaning solution provider to institutional customers. It differentiated itself from the competition with its end-to-end solutions, superior products and service levels, research and development capabilities and value-based pricing. While it had some success in India, it felt that there was a huge untapped opportunity for growth. However, a developing country like India posed several challenges due to its social and cultural differences (e.g., local unorganized competition, customer price sensitivity, complex distribution channels, etc.) versus developed countries. The case provides an opportunity for students to apply a number of conceptual tools (i.e. Porter’s 5 forces analysis, 4C analysis, SWOT analysis, value- chain analysis and the stakeholder power/interest matrix) to analyze the current strategy and identify the best alternatives for Diversey to move forward with its growth objectives.

Teaching Note: 8B13M115 (13 pages)
Industry: Other Services
Issues: Business models; industry transformation; cleaning industry; market building strategy; India
Difficulty: 5 - MBA/Postgraduate



DIGITAL OPPORTUNITY TRUST'S BUSINESS MODEL FOR SOCIAL ENTERPRISE WORK
Dima Jamali, Bijan Azad

Product Number: 9B13M035
Publication Date: 5/2/2013
Revision Date: 4/22/2013
Length: 16 pages

A social enterprise organization, whose mission is to battle poverty and gender discrimination through providing access to technology, is faced with the prospect of losing some or all of its government funding in a time of global recession. Under the legal structure of a non-governmental organization, Digital Opportunity Trust has partnered with large corporations and other organizations and established a local presence in disadvantaged areas. It has worked in a partnership setting to mobilize the information technology knowledge of young people and train them to become leaders of change in their local communities, which in turn will give them the relevant skills and experience to support their own career paths. The organization’s striking success has been driven by its innovativeness and, more particularly, its noticeable efforts to reconcile the corporate and non-profit aspects of doing business, along with the challenges that come with it, without compromising the quality of the social enterprise brand that it is bringing forward.

Teaching Note: 8B13M035 (10 pages)
Industry: Educational Services
Issues: Social entrepreneurship; corporate social responsibility; business model design; internationalization; Canada; Jordan; Lebanon; Egypt
Difficulty: 4 - Undergraduate/MBA



GROUPON
Sayan Chatterjee, Alison Streiff, Sarah O'Keeffe

Product Number: 9B12M004
Publication Date: 2/14/2012
Revision Date: 2/13/2012
Length: 15 pages

The collective buying industry has grown by leaps and bounds over the past several years, and Groupon stands out as a major player that has revolutionized this market. The case describes the beginnings of Groupon, as well as the firm’s rise to power, the rise of its numerous competitors, its decisions and expansion strategies, and the collective buying industry as a whole. Key demographic data about Groupon’s customers (consumers and small businesses) are also described, along with recent developments at Groupon and within the industry. While Groupon has undoubtedly discovered a unique model that takes advantage of a “white space” in sales and marketing to local businesses, it is unclear what the future holds for the company. Will it be able to sustain its incredible growth rate, or is its business going to peak quickly and then fade?

Teaching Note: 8B12M004 (16 pages)
Industry: Retail Trade
Issues: Business Model; Expansion; Retention of Customers; Loyal Customers; Collective Buying
Difficulty: 4 - Undergraduate/MBA



FROM PPG TO VANCL: BUSINESS MODEL EVOLUTION OF ONLINE APPAREL RETAILING
Xiaobu Wu, Xubo Bai

Product Number: 9B11M012
Publication Date: 8/18/2011
Length: 14 pages

In October 2005, PPG pioneered a new business model for online apparel retailing in China. Targeting men’s low-end apparel, PPG’s new model met with great initial success due to its responsive supply chain, lighter distribution channel (i.e. no physical stores), and costly advertising. However, underlying limitations of PPG’s business model led to its eventual failure. Followers learned from both PPG’s successes and failures. VANCL, another online apparel retailer, provided a good example of the evolution of a business model that created a leader in the online retail industry. To show the evolving characteristics of the apparel retailing business model, this case describes a successive two-stage story, in which each company made improvements based on other forerunners.

Teaching Note: 8B11M012 (7 pages)
Industry: Retail Trade
Issues: Online Retailing; Supply Chain Management; Business Model; Men's Apparel; China; CMCC
Difficulty: 4 - Undergraduate/MBA


Chapter 7:
Preparing the Proper Ethical and Legal Foundation

FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY - GREEN MAKEOVER OR "GREENWASHING"?
James McMaster, Jan Nowak

Product Number: 9B09A008
Publication Date: 5/13/2009
Revision Date: 5/10/2017
Length: 21 pages

This case analysis traces the establishment and subsequent operation of FIJI Water LLC and its bottling subsidiary, Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. The case reviews the growth and market expansion of this highly successful company with the brand name FIJI Natural Artesian Water (FIJI Water). The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located in the Fiji Islands. In 2008, FIJI Water was the leading imported bottled water brand in the United States. In the context of great marketing success of the FIJI brand, particularly in the U.S. market, the case focuses on how the company has responded to a number of corporate social responsibility (CSR) issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji government with regard to taxation and transfer pricing issues. The case provides a compelling illustration of how CSR challenges may jeopardize the sustainability of a clever marketing strategy.

Teaching Note: 8B09A08 (11 pages)
Industry: Manufacturing
Issues: Environment; Corporate Responsibility; Marketing Communication; Transfer Pricing; International Marketing; Greenwashing; Green Marketing; Brand Positioning
Difficulty: 4 - Undergraduate/MBA



ONLINE PIRACY: JAYWALKING OR THEFT?
Alex Beamish, Paul W. Beamish

Product Number: 9B09C018
Publication Date: 9/18/2009
Revision Date: 3/24/2010
Length: 8 pages

In September 2009, Brian Lee purchased a computer game developed by a major company and, like other customers, he was experiencing difficulty running it. The source of the problems was a highly restrictive system of digital rights management (DRM), which, while more or less universally disliked, was causing serious technical problems for a minority of users. Lee began to share his experience on the company's message board and was engaging in a debate about online piracy with a company representative. He was curious about piracy in the file-sharing age and wondered why it would be wrong to download a pirated version of the game with the DRM circumvented. The case deals with an issue which resonates with students. Although the context is simple, the problem is complex, thus giving instructors wide latitude on how to teach the case. It is suitable for modules or courses focused on ethics, service operations, intellectual property rights and information technology.

Teaching Note: 8B09C18 (7 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Service Recovery; Intellectual Property; Internet; Ethical Issues
Difficulty: 4 - Undergraduate/MBA



SINYI REAL ESTATE IN TAIWAN
Terence Tsai, Borshiuan Cheng, Shubo Philip Liu

Product Number: 9B08M077
Publication Date: 1/12/2009
Revision Date: 6/11/2009
Length: 20 pages

As the economies of Greater China continued the process of rapid transformation and industrialization, newly industrialized countries (NICs), such as Taiwan and mainland China, experienced dramatic changes in their business settings. Accompanying the industrialization of east Asian economies, business ethics were in a state of flux, as traditional values were often swept aside to justify profit maximization. In this ever-changing business environment, what were the characteristics and benefits of Chinese business ethics? What role did they play? Could an integrity-based business practice serve as a source of competitive advantage? What business settings were supporting business ethics? Few studies have paid attention to these kinds of questions. Sinyi was one of the most successful real estate agent companies in Taiwan and mainland China. From a Confucian perspective, Sinyi's founder cultivated a people-centered culture for both its customers and employees. By applying business ethics as a central differentiating strategy, Sinyi established an excellent corporate image and was regarded by many as the role model of responsible business. Sinyi service was regarded as premier in Taiwan. Its customer satisfaction rating was also far above the industry average. Trustworthiness and fair dealing were the company's guiding principles. This was in contrast to the-then chaotic environment of the real estate industry in Taiwan, where basic trust between buyers and sellers was rare and deceit existed everywhere. Focusing on using business ethics as a central differentiating strategy, Sinyi had grown into Sinyi Group, which successfully integrated upstream, midstream and downstream industries and established a highly-acclaimed business model. Over the past two decades, Sinyi Group had expanded its operations to mainland China and forged an alliance with global real estate brokerage Coldwell Banker. The case can be used for MBA and EMBA courses in business ethics (in a module on culture and business ethics) and strategic management (in a module on strategic business ethics). This case should provoke holistic thinking and discussion on sustainable business, Confucian entrepreneurship and the relationship between business ethics and competitive advantages.

Teaching Note: 8B08M77 (13 pages)
Industry: Real Estate and Rental and Leasing
Issues: Ethical Issues; Sustainability; Management Science and Info. Systems; Human Resources Management; Corporate Social Responsibility; Differentiation; Strategy; CEIBS
Difficulty: 5 - MBA/Postgraduate


Chapter 8:
Assessing a New Venture’s Financial Strength and Viability

AZTEK CHOCOLATE STUDIO: ACCOUNTING SYSTEM SOFTWARE
Derrick Neufeld

Product Number: 9B14E004
Publication Date: 3/13/2014
Revision Date: 3/13/2014
Length: 4 pages

In late 2013, the founder of Aztek Chocolate, a candy manufacturer, in Winnipeg, Manitoba, is confronted with making an accounting system selection decision. He has two traditional options — outsourcing to an accounting or bookkeeping firm versus using an internally developed spreadsheet or commercial software package — as well as a third “hybrid” option — using an accounting cloud, or Software-as-a-Service, service provider. Sales are starting to flow in, and chocolates are shipping out, but he realizes he must now attend to setting up financial control and reporting systems before he loses control of the new firm’s financial performance. Should he hire an accountant, manage the finances himself with a commercial accounting software package or use an accounting cloud service provider?

Teaching Note: 8B14E004 (5 pages)
Industry: Professional, Scientific, and Technical Services
Issues: Software-as-a-Service (SaaS); accounting; computer applications; Canada
Difficulty: 4 - Undergraduate/MBA



THE KINKAJOU BOTTLE CUTTER
Ron Mulholland

Product Number: 9B13A034
Publication Date: 11/14/2013
Revision Date: 11/7/2013
Length: 10 pages

The inventor of the Kinkajou, a portable glass bottle cutter, has successfully completed a crowd-sourced financing campaign. His funding goal of $75,000 was considered to be quite ambitious and the timeframe in which he aimed to secure the funding was only 30 days. He managed the campaign impressively and exceeded his goal on the last day of the campaign. At this point in his business development, this entrepreneur has secured an offshore manufacturer, all backers have received their products and he has resolved a number of technical and operational problems. With so many challenges behind him, he now faces questions of future distribution through multiple wholesalers and is considering the opportunity of joining with a major international retailer.

Teaching Note: 8B13A034 (9 pages)
Industry: Retail Trade
Issues: New product; start-up; crowd-source financing; Canada
Difficulty: 4 - Undergraduate/MBA



HEALTH NUT
Colleen Sharen, Vanessa M. Strike

Product Number: 9B08M053
Publication Date: 8/25/2008
Revision Date: 8/11/2009
Length: 13 pages

Late in the afternoon on January 20, 2006, one of the owners of The Health Nut hung up the phone. Her account manager had just called to tell her that the bank was not going to extend any further credit to her small retail natural health products (NHP) store located in Grand Bend, Ontario. She and her life and business partner had owned The Health Nut since May 2003. While they had successfully grown sales, the business was not generating enough cash to sustain itself and provide the partners with adequate compensation. As a result, the business relied heavily on borrowing from the bank. Now that the bank was no longer a source of financing, the owners had a major problem on their hands. What should they do now? Something was going to have to change. They had about four weeks left before the business ran out of cash. The students will learn: 1. The role of emotion in decision making. 2. The nature and importance of due diligence. 3. When to let go of the business. 4. The importance of having enough working capital. 5. The dangers of over reliance on debt. 6. The challenges of cash flow management.

Teaching Note: 8B08M53 (11 pages)
Industry: Retail Trade
Issues: Decision Theory; Bankruptcy; Cash Flow; Organizational Behaviour; Human Resources Management; Opportunity Recognition
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Building a New-Venture Team

PARKIN LABORATORIES: SALES FORCE EFFECTIVENESS
Sandeep Puri

Product Number: 9B14A015
Publication Date: 5/23/2014
Revision Date: 5/21/2014
Length: 10 pages

The profits of a generic-pharmaceutical company, Parkin Laboratories, are dwindling as a result of recent legislation implemented by the Indian government. To compensate for the loss in value, the company needs to increase its sales volumes. The general manager of sales is exploring the idea of investing in a program of sales force effectiveness to increase the efficacy of the sales team.

Teaching Note: 8B14A015 (9 pages)
Industry: Manufacturing
Issues: Sales force effectiveness; sales management; sales performance; pharmaceutical selling; India
Difficulty: 5 - MBA/Postgraduate



DRIVING INNOVATION AT PAR SPRINGER-MILLER (A)
Susan Fleming, Alyssa W. Goldman

Product Number: 9B14C022
Publication Date: 5/2/2014
Revision Date: 4/23/2014
Length: 12 pages

In fall 2009, the new president and chief executive officer of PAR Springer-Miller Systems, based in Stowe, Vermont, is tasked with leading the most significant innovation effort the company has undertaken since its founding in 1984. The company is a leading provider of property management, point-of-sale and spa management systems for high-end hotels, resorts, spas and casinos worldwide, but its legacy products are based on outdated technology and subject to increasing customer complaints; at the same time, the global recession has negatively affected the high-end market. In his first year, the new president has made significant progress in restructuring the organization and shifting its culture to a more entrepreneurial one. He is ready to begin the development of an entirely new product but has to decide on strategy, in particular deciding on the best market on which to focus the new software product and then mapping out a plan to execute its development and launch. How can he elicit a radical innovation from a team of management and employees so culturally rooted in their past accomplishments and legacy products? Should he look for a technology partner and develop the new product in a different location? Can the legacy products be kept up and running long enough for the new product to generate sufficient sales that they can be retired? These are the issues that must be addressed or the company may well face a dire future. See B Case 9B14C023.

Teaching Note: 8B14C022 (16 pages)
Industry: Professional, Scientific, and Technical Services
Issues: Innovation; technology; hospitality; leading culture change; United States
Difficulty: 4 - Undergraduate/MBA


Chapter 10:
Getting Financing or Funding

LAUNCHING A BUSINESS ACCELERATOR: VENVELO
Allen H. Kupetz

Product Number: 9B14M001
Publication Date: 3/14/2014
Revision Date: 3/13/2014
Length: 7 pages

An early stage investment firm is ready to launch after receiving funding from its first investor. With $400,000 in capital and twice that amount forthcoming, venVelo needs a process so it can be exposed to those seeking funding, evaluate the opportunities, make investments and mentor its portfolio clients. The challenge for venVelo’s management team is to apply the same principles in managing venVelo that it looked for in other companies seeking investment: don’t focus on being perfect; focus on getting better every day.

Teaching Note: 8B14M001 (6 pages)
Industry: Other Services
Issues: Venture capital; angel investing; United States
Difficulty: 4 - Undergraduate/MBA



CROWDFUNDING AT THE BROOKLYN WAREHOUSE
Nicola Young, Karen Lightstone

Product Number: 9B13B020
Publication Date: 10/4/2013
Revision Date: 10/3/2013
Length: 8 pages

The Brooklyn Warehouse, a popular restaurant in Halifax, Nova Scotia, is cramped for space because of its popularity within its neighbourhood and as a tourist destination in the city. The restaurant is a private company with two shareholders, one of whom is not involved in operations. Because of the economic downturn, the risky nature of the business and the fact that it has been open only four years, the owners are having trouble securing financing for their expansion plans from their bank and other conventional lenders. However, while negotiating a renewal of their lease in late 2011, their landlord offered to pay for half the cost of building a patio to increase the size of the restaurant. To raise the other half, the owners turn to crowdfunding as a method of raising capital through social media by tapping into their community of friends, family and loyal customers. In return for their donation, which may vary from $100 to $2,500, sponsors are offered various packages, including free meals, a company T-shirt and their name listed on a wall of honour. However, little is known about the appropriate accounting or tax treatment for money raised in this manner. The owners had heard horror stories about businesses that used innovative ideas to raise funds only to have fines and penalties levied by government agencies for income tax and sales tax or even by the Securities Commission for improper accounting. The owners turn to their accountant for advice.

Teaching Note: 8B13B020 (10 pages)
Industry: Accommodation & Food Services
Issues: Crowdfunding; innovative financing; Canada
Difficulty: 3 - Undergraduate



MASSCHALLENGE, INC.: LAUNCHING A NON-PROFIT BUSINESS ACCELERATOR (A)
Gordon K. Adomdza, David T.A. Wesley

Product Number: 9B13M013
Publication Date: 2/11/2013
Revision Date: 2/6/2013
Length: 13 pages

MassChallenge Inc. is a large non-profit startup accelerator that connects new ventures with other stakeholders within an established business ecosystem. For this new company to engage stakeholders in the numbers envisaged and create a crowd-sourced deal management system, the founders need to develop a model that brings in as many quality or attractive startups as possible. Instead of taking equity in participating ventures as traditional accelerators do, MassChallenge focuses on developing a marketplace for stakeholders to gain access to startups and for startups to access the resources provided by investors and other stakeholders, including government; angel investors, venture capitalists and lawyers; and businesses, foundations and universities. The founders also need to find ways to build MassChallenge through possible expansion and funding opportunities.

Teaching Note: 8B13M013 (6 pages)
Industry: Social Advocacy Organizations
Issues: New Venture; Venture Capital; Non-profit Organization; Government and Business; United States
Difficulty: 4 - Undergraduate/MBA



MUSICJUICE.NET: THE CHALLENGES OF STARTING UP A NEW INTERNET VENTURE
Simon Parker, Rocky Liu

Product Number: 9B10A013
Publication Date: 5/21/2010
Length: 6 pages

MusicJuice.net is a new website designed to bring together musicians and a fan-base in order to raise finance for new bands. It enables musicians to bypass the large established record companies and their high royalty takes, while giving fans direct contact and involvement with exciting new acts. It is an example of a venture idea transported from one country (the Netherlands) and applied in a new and larger geographical setting (North America). The case illustrates the novel crowd-sourcing business model, which is designed to raise finance from customers rather than the entrepreneur. Most importantly, the case illustrates the challenges of starting new Internet ventures and the early stage founding issues that are involved. After a long and costly delay in establishing their website, the two founders of MusicJuice.net have struggled to generate any interest or even awareness amongst online musicians and fans, despite only limited competition from other players in the marketplace - a situation, which is already beginning to change. Students are asked what the entrepreneurs behind MusicJuice.net can do to raise awareness of their service and to generate enough customers to survive.

Teaching Note: 8B10A13 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Internet; Competition; Dominant Designs; New Venture Challenges; Startups
Difficulty: 4 - Undergraduate/MBA


Chapter 11:
Unique Marketing Issues

ISRAELI WINES IN CHINA: REACHING FOR NEW HEIGHTS
Ilan Alon, Jennifer Dugosh, Meredith Lohwasser

Product Number: 9B14M006
Publication Date: 5/5/2014
Revision Date: 2/23/2015
Length: 21 pages

In 2012, Golan Heights Wines wanted to take advantage of the Chinese market. In recent years, China had demonstrated incredible growth in the wine market. Consumers’ growing interest in wine products had made wineries and vineyards like Golan Heights hungry for entry. The CEO of Golan Heights Winery had gone to China with her products in 2009. She had chosen distributorships as the mode of entry because of their expertise and experience in the Chinese market, something she did not possess. Since she had entered the market, however, she had learned of the seemingly disappointing demand for Israeli wines. Sales were rather limited given the size of the market. Most Chinese consumers who sought imported wines wanted them from Europe, particularly France. Additionally, vendors and distributors did a poor job of pushing Israel products. The CEO needed to devise and execute a series of strategies to better take advantage of the impressive Chinese market, establish a brand for Golan Heights Wines and create a platform for future growth.

Teaching Note: 8B14M006 (11 pages)
Industry: Accommodation & Food Services
Issues: Export strategy; market entry; market selection; Israel; China
Difficulty: 4 - Undergraduate/MBA



GENICON: A SURGICAL STRIKE INTO EMERGING MARKETS
Allen H. Kupetz, Adam P. Tindall, Gary Haberland

Product Number: 9B10M041
Publication Date: 5/5/2010
Revision Date: 5/3/2017
Length: 13 pages

A critical question facing a company's ability to grow its business internationally is where it should go next. One company facing that decision was GENICON, a U.S.-based firm that manufactured and distributed medical instruments for laparoscopic surgeries. Although the minimally invasive surgical market in the United States had long been the largest in the world, international markets were anticipated to grow at a much faster rate than the U.S. market for the foreseeable future. GENICON was already in over 40 international markets and was looking in particular at the rapidly emerging markets - Brazil, Russia, India and China - as potential new opportunities for growth. This case is appropriate for use in an international business course to introduce market selection strategy. It can also be used in sessions on international marketing, entrepreneurship and business strategy.

Teaching Note: 8B10M41 (9 pages)
Industry: Manufacturing
Issues: China; International Expansion; Entrepreneurial Marketing; Emerging Markets; International Business
Difficulty: 4 - Undergraduate/MBA



PETS.COM INC.: THE RISE AND DECLINE OF A PET SUPPLY RETAILER
Omar Merlo

Product Number: 9B09A021
Publication Date: 10/14/2009
Length: 16 pages

The case follows the rise and decline of Pets.com from its inception in 1994 until 2000. It starts with a look at the birth of Pets.com, followed by a discussion of the market, consumer behaviour and key competitors. It then focuses on Pets.com's business strategy and marketing mix. The case study provides the basis for class discussion of a number of key issues, including but not limited to a) the decision whether to enter a strategic partnership, b) the pursuit of an aggressive growth strategy, c) the design and management of the marketing mix, d) the use of aggressive communication and pricing strategies, and e) brand-building decisions. Pets.com is often cited alongside the Edsel, New Coke, Betamax and others as one of the biggest marketing blunders of all times. As such, students find it a fascinating story. The case study also asks students to reflect on some common challenges faced by organizations, such as entry and survival in a highly competitive market, how to deal with a dominant player, venture capital and entrepreneurial issues, business model design, brand management, marketing mix decisions, and the benefits and perils of a growth strategy. The case has been used successfully in the following courses: a) an MBA elective course dealing with popular marketing mistakes and failures, b) a postgraduate strategic marketing course dealing with growth strategies, c) a marketing management course at the undergraduate level focused on the design and management of the marketing mix, and d) a services marketing module at the undergraduate level on the topic of online marketing.

Teaching Note: 8B09A21 (13 pages)
Industry: Retail Trade
Issues: Marketing Mix; Business Growth; Online Retail; Market Strategy
Difficulty: 4 - Undergraduate/MBA



BEN & JERRY'S - JAPAN
James M. Hagen

Product Number: 9A99A037
Publication Date: 4/13/2000
Revision Date: 5/23/2017
Length: 17 pages

The CEO of Ben & Jerry's Homemade, Inc. needed to give sales and profits a serious boost; despite the company's excellent brand equity, it was losing market share and struggling to make a profit. The company's product was on store shelves in all U.S. states, but efforts to enter foreign markets had only been haphazard with non-U.S. sales accounting for just three per cent of total sales. The CEO needed to focus serious attention on entering the world's second largest ice cream market, Japan. An objective of Ben & Jerry's was to use the excess manufacturing capacity it had in the U.S., and it found that exporting ice cream from Vermont to Japan was feasible from a logistics and cost perspective. The company identified two leading partnering options. One was to give a Japanese convenience store chain exclusive rights to the product for a limited time. The other was to give long-term rights for all sales of the product in Japan to a Japanese-American who would build the brand. For the company to enter Japan in time for the upcoming summer season, it would have to be through one of these two partnering arrangements.

Teaching Note: 8A99A37 (6 pages)
Industry: Manufacturing
Issues: Strategic Alliances; Market Entry; International Marketing; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 12:
The Importance of Intellectual Property

OWNI: DISRUPTING THE FRENCH MEDIA LANDSCAPE
Jean-Philippe Vergne, Ken Mark

Product Number: 9B13M117
Publication Date: 10/30/2013
Revision Date: 10/30/2013
Length: 15 pages

OWNI was founded in April 2009 as a copyright-free online news and image distribution firm. As part of a web agency that developed web content and graphics for French companies, it insisted that all content produced could be made freely available to others under the Creative Commons licence. OWNI delivered hard-hitting news, sourced in the beginning mostly from bloggers and later supplemented by a team of investigative journalists. Set up to challenge the dominance of traditional French media, OWNI sought to carve out a niche for itself as a provider of richly illustrated, insightful news articles that were available to the public at no cost. Yet, despite its aspirations, the recognition it had received in the form of industry awards and the commitment of its employees, the firm filed for bankruptcy by the end of 2012. A former journalist at OWNI considers its impact on French media, what it represented, what changes — if any — it sparked and what it could have accomplished had it achieved what it set out to do. What were the challenges of growing and maintaining a unique business model in the face of competition and dwindling resources that OWNI’s management failed to meet?

Teaching Note: 8B13M117 (6 pages)
Industry: Information, Media & Telecommunications
Issues: Business model disruption; strategic choices; strategic focus; new media; resource constraints; new venture creation; France
Difficulty: 4 - Undergraduate/MBA



SAWSTOP (A)
Stewart Thornhill, Sylvia Squair

Product Number: 9B12M064
Publication Date: 9/7/2012
Revision Date: 9/7/2012
Length: 9 pages

A patent lawyer and amateur woodworker with a doctorate in physics has invented a new technology to prevent table saw injuries - specifically, amputations. He has no desire to manufacture table saws, and instead protects his technology with patents and then seeks licensing arrangements with incumbent saw producers. In 2002, after two years of attempting to engage manufacturers, he accepts that they are unwilling to license his invention and he must decide whether to return to his law practice or launch a company to produce saws himself. He and his partners have no knowledge or experience with regard to making saws or starting a business. The (B) case advances the narrative to 2012.

Teaching Note: 8B12M064 (6 pages)
Industry: Manufacturing
Issues: Innovation; Technology Commercialization; Licensing; Intellectual Property; Competition; Safety; United States
Difficulty: 4 - Undergraduate/MBA



MAN B&W DIESEL A/S — MANAGING LICENSEES IN A GLOBALIZED WORLD
Torben Pedersen, Jacob Pyndt, Bo Bernhard Nielsen

Product Number: 9B09M030
Publication Date: 8/27/2009
Revision Date: 9/2/2011
Length: 20 pages

MAN B&W Diesel (MBD), a subsidiary of MAN AG, had become very successful by having its large two-stroke diesel engines produced under licence in Asia. The success had led it to the position of world leader in ship engines, with world market shares between 70 and 80 per cent. The relationship between MBD and the licensees was characterized by both parties leveraging each other’s competencies. It was critical for MBD to access new knowledge in order to optimize products from the producing licensees. Similarly, the licensees leveraged access to the design specifications of the engines as well as expert knowledge and service offerings from MBD. Despite MBD’s success with the licence business model during recent years, new developments had triggered some concerns over the model’s long-term sustainability and feasibility, particularly with regard to competitors and intellectual property rights in China. Hence, the main challenge facing MBD was how to future-proof and perhaps adjust its business model to secure more control of critical knowledge and the licensees without jeopardizing the productive and lucrative licensee relationships.

Teaching Note: 8B09M30 (15 pages)
Industry: Manufacturing
Issues: Licensing; Global Strategy; Value Chain; Shipbuilding; Intellectual Property Rights; Europe; Korea; China
Difficulty: 4 - Undergraduate/MBA


Chapter 13:
Preparing for and Evaluating the Challenges of Growth

VICE MEDIA: COMPETITIVE ADVANTAGE AND GLOBAL EXPANSION
Farzad H. Alvi

Product Number: 9B14M039
Publication Date: 3/17/2014
Revision Date: 11/17/2014
Length: 13 pages

Vice Media has gone from a startup in Canada to landing in New York City and assiduously building a global youth brand through unique and seemingly inimitable competitive advantages. While globalizing its operations, Vice Media appears to have developed expertise in standardizing certain aspects of its business, adapting others to local context and, increasingly, building a global chain. Given Vice Media’s explosive growth, how can its global value chain be structured to maintain the carefully cultivated emotional connection the company has created with its audience?

Teaching Note: 8B14M039 (6 pages)
Industry: Information, Media & Telecommunications
Issues: Competitive advantage; growth; Canada; United States; Global
Difficulty: 5 - MBA/Postgraduate



JOG SPORTS: SPORTS APPAREL AND ICE HOCKEY IN THAILAND
Andrew Karl Delios

Product Number: 9B13M138
Publication Date: 3/24/2014
Revision Date: 3/21/2014
Length: 14 pages

JOG Sports, a sports apparel and sports marketing business, has crossed the psychologically important threshold of $1 million in annual sales. Although the company was started as a hobby and side interest of the chief executive officer (CEO) and main founder, management of the company soon became his only occupation. The scale of the company increased quickly, with the sports apparel business growing in product lines, geographic scope of sales and diversity within products. Meanwhile, the sports marketing arm also grew as the CEO organized new and larger ice hockey tournaments. The CEO needs to make some important decisions regarding the future growth of the company, including issues of strategy formulation and strategy implementation, an explicit process within the rapidly growing company.

Teaching Note: 8B13M138 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Growth; strategy formulation; implementation; Thailand
Difficulty: 4 - Undergraduate/MBA



INTERNATIONAL ENTREPRENEURSHIP AT INFUSION
Christopher Williams, Melissa Davis

Product Number: 9B11M014
Publication Date: 2/18/2011
Revision Date: 9/29/2017
Length: 17 pages

Infusion had grown over the 10 years between 2000 and 2010 to become a $50 million per year international software services business with 350 employees. The president was wondering how he could move the company towards becoming a $100 million per year international business through a mix of organic growth and initiatives with partners. The entrepreneurial vision of its original founders lived on in many ways, but the company had found it necessary to install an administrative structure with a professional management layer to underpin delivery in both domestic and international markets. It had not been an easy ride. The company had encountered problems in India, and there had been periods of staff attrition and challenging deliveries to clients. Clients were beginning to pull the company in new directions. The pace of technology change appeared to be relentless. While entrepreneurship was still encouraged in the form of an idea incubator called Infusion Angels, the CEO was faced with some critical decisions.

Teaching Note: 8B11M014 (9 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Personal Development; Entrepreneurial Behaviour; Growth Strategy; Technological Change
Difficulty: 4 - Undergraduate/MBA



TAVAZO CO.
Paul W. Beamish, Majid Eghbali-Zarch

Product Number: 9B10M093
Publication Date: 11/12/2010
Revision Date: 9/21/2011
Length: 13 pages

In June 2010, Naser Tavazo, one of the three owner/manager brothers of both Tavazo Iran Co. and Tavazo Canada Co., was considering the company's future expansion opportunities, including further international market entry. Candidate cities of interest were Los Angeles, Dubai and other cities with a high Iranian diaspora. Another question facing the owners was where to focus on the value chain. Should the family business use its limited resources to expand its retailer business into more international markets, or to expand their current retailer/wholesale activities within Canada and Iran?

The objectives of this case are: (A) to discuss the typical problems that small companies confront when growing internationally and the implication of being a family business in this transition; (B) to provide a vehicle for developing criteria for market selection; (C) to highlight the importance of focus in the value chain regarding horizontal vs. vertical integration.

This case can be used in international business, strategic management or family business (entrepreneurship) courses. In international business, it may be used as an internationalization case and positioned early in the course. In a strategic management course, it might be positioned in sections dealing with managerial preferences, or diversification.


Teaching Note: 8B10M93 (9 pages)
Industry: Agriculture, Forestry, Fishing and Hunting, Manufacturing
Issues: Market Selection; Family Business; Internationalization; Imports; Exports
Difficulty: 4 - Undergraduate/MBA



VICTORIA HEAVY EQUIPMENT LIMITED
Tom A. Poynter, Paul W. Beamish

Product Number: 9B08M037
Publication Date: 4/15/2008
Revision Date: 5/18/2017
Length: 12 pages

Victoria Heavy Equipment (Victoria) was a family owned and managed firm which had been led by an ambitious, entrepreneurial chief executive officer who now wanted to take a less active role in the business. Victoria had been through two reorganizations in recent years, which contributed to organizational and strategic issues which would need to be addressed by a new president.

Teaching Note: 8B08M37 (7 pages)
Industry: Manufacturing
Issues: Growth Strategy; Organizational Structure; Leadership; Decentralization
Difficulty: 4 - Undergraduate/MBA



SELKIRK GROUP IN ASIA
Paul W. Beamish, Lambros Karavis

Product Number: 9A99M003
Publication Date: 2/20/1999
Revision Date: 5/24/2017
Length: 16 pages

A family-owned brick manufacturer has built an export business to Japan and other Asian markets from zero to 10 per cent of its volume in seven years. The case examines the company's export strategy and organization in light of the recent Asian economic crisis and the reasons for their competitive success both in Australia and Asia. The managing director is raising the question of whether it is time to change their regional export strategy and organizational structure.

Teaching Note: 8A99M03 (9 pages)
Industry: Manufacturing
Issues: Organizational Structure; International Marketing; International Business; Exports
Difficulty: 4 - Undergraduate/MBA


Chapter 14:
Strategies for Firm Growth

SOFAME TECHNOLOGIES INC.: SPARKING GROWTH IN A MATURE MANUFACTURING COMPANY
Simon Parker, Ken Mark

Product Number: 9B09M070
Publication Date: 10/21/2009
Length: 17 pages

The president, chief executive officer (CEO) and director of Sofame Technologies Inc. (Sofame) is trying to boost sales at his firm. Sofame is trying to figure out why, with proven environmentally friendly technology, it is unable to achieve rapid rates of growth. The purpose of the case is to exhibit the issues and challenges in selling new technology and to highlight key elements of entrepreneurship, such as sales strategy and managing the sales cycle.

Teaching Note: 8B09M70 (9 pages)
Industry: Manufacturing
Issues: Sales Management; Market Segmentation; Growth Strategy
Difficulty: 4 - Undergraduate/MBA



CENABAL (A)
Stewart Thornhill, Jane Gravill

Product Number: 9B08M020
Publication Date: 8/14/2008
Length: 3 pages

The owner of Cenabal, faced an important decision. She had received an offer from two investors on the television show The Dragon's Den. She wondered if it would be wise to give up 50 per cent control of her organic salad dressing and bread dipping business in return for their $200,000 investment. Would losing a considerable amount of control over the business be worth gaining access to capital and their notable business experience? The supplements Cenabal (B) and (C) look at subsequent events.

Teaching Note: 8B08M20 (4 pages)
Industry: Manufacturing
Issues: Joint Ventures; Expansion; Entrepreneurial Marketing; Entrepreneurial Finance; Small Business; Entrepreneurial Business Growth; Business Development
Difficulty: 4 - Undergraduate/MBA



PRINCE EDWARD ISLAND PRESERVE COMPANY: TURNAROUND
Paul W. Beamish, Nathaniel Lupton

Product Number: 9B08M049
Publication Date: 5/15/2008
Revision Date: 11/17/2014
Length: 18 pages

In April 2008, Bruce MacNaughton, president of Prince Edward Island Preserve Co. Ltd. (P.E.I. Preserves), was focused on turnaround. The company he had founded in 1985 had gone into receivership in May 2007. Although this had resulted in losses for various mortgage holders and unsecured creditors, MacNaughton had been able to buy back his New Glasgow shop/cafe, the adjacent garden property and inventory, and restart the business. He now needed a viable product-market strategy.

Teaching Note: 8B08M49 (9 pages)
Industry: Manufacturing, Retail Trade
Issues: Bankruptcy; Product Diversification; Growth Strategy; Exports
Difficulty: 4 - Undergraduate/MBA


Chapter 15:
Franchising

WILLIAMS COFFEE PUB: THE FRANCHISING OPPORTUNITY
Gregory S. Zaric, Hui Zhang

Product Number: 9B07E020
Publication Date: 1/8/2008
Revision Date: 3/10/2009
Length: 3 pages

An entrepreneur is looking for business opportunities since she immigrated to London, Ontario. She has come across a franchising opportunity with Williams Coffee Pub (WCP). The promotional material for WCP indicates that annual sales for a typical restaurant can be up to $1,700,000 with a profit margin of 17.5 per cent. This business opportunity seems very attractive, however, she must do some additional investigation. The purpose of this case is for students to build a spreadsheet-based cash flow model and to use the model to perform basic sensitivity or What if? analysis.

Teaching Note: 8B07E20 (6 pages)
Industry: Accommodation & Food Services
Issues: Sensitivity Analysis; Franchising; Small Business; Spread Sheet Application
Difficulty: 4 - Undergraduate/MBA



MASTER INTERNATIONAL FRANCHISING IN CHINA: THE ATHLETE'S FOOT INC.
Ilan Alon, Amber Xu

Product Number: 9B06M054
Publication Date: 4/28/2006
Revision Date: 9/21/2009
Length: 11 pages

Franchising in China is a relatively new and growing phenomenon. Among the franchising pioneers in China are the large and well-known food and beverage brands such as Kentucky Fried Chicken and McDonald's. Less known, but equally important, are the non-food retailing and service industries, such as The Athlete's Foot company. This U.S. born company made early entry into China using master international franchising. As the industry continues to grow, The Athlete's Foot franchise is losing its first-mover advantage and faces increased competition from department stores and brand-specific retailers, among other challenges. The case describes franchising in China, the Athlete's Foot company, and the experiences of the Chinese master franchisee.

Teaching Note: 8B06M54 (14 pages)
Industry: Retail Trade
Issues: China; Competition; Franchising; Retailing; CEIBS
Difficulty: 4 - Undergraduate/MBA



CARTRIDGE WORLD: THE MASTER FRANCHISE OPPORTUNITY
Stewart Thornhill, Ken Mark, Jordan Mitchell

Product Number: 9B05M071
Publication Date: 4/28/2006
Revision Date: 10/1/2009
Length: 12 pages

An entrepreneur has received additional information on the Cartridge World franchising concept - a store focused on the refilling of printer cartridges. The idea for Cartridge World began in Australia in 1988 and has grown to almost 200 locations in Australia, New Zealand and the United Kingdom. The entrepreneur must look at the market opportunity in Canada and decide whether he should apply for the country's master franchise, a single franchise, or abandon the concept altogether. Students will evaluate a franchise concept based on market opportunity and the franchise contract.

Teaching Note: 8B05M71 (13 pages)
Industry: Retail Trade
Issues: Models; Franchising; Investment Analysis; Market Analysis
Difficulty: 4 - Undergraduate/MBA