Innovation

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  1. El Confidencial: liderando la revolución digital de … DE1-227

    El Confidencial is an example of how a young company can become the leader in an industry undergoing a transformation. The case describes the changes in technology and consumer habits that occurred with the digitalization of the newspaper industry. This has resulted in financial hardship for traditional newspapers as their model based on print newspapers fades away. 

    First, the case explores the industry by describing what success traditionally looked like and how it has evolved with the digitalization of the industry.


    Second, it explores the emergence of new digital “native” competitors and how they have managed to gain a high level of readership and influence over public opinion in a short period of time. This has redesigned the map of mass media establishing new positions of leadership, such as that of El Confidencial.


    Told in chronological order, the case explains the evolution of El Confidential starting with its foundation in 2001. The reader tracks how it faced its main challenges and achieved success.

     

    Academic Area:
    Strategy | Entrepreneurship
  2. Machine Learning SI2-108-M

    This multimedia is in a template form with the goal of giving students a background on machine learning, its types, and examples of what it’s used for. It is a simple and straight-forward material that involves text, video, GIF and interactive tools (quizzes, etc.)

    The breakdown of sections is as follows:

    1) Home

    2) What is Machine Learning

    3) Why Now?

    4) Infrastructure Needed

    5) Types of Machine Learning

    6) Test Your ML IQ

    The tutorial is meant for students to do before they come into class, to give them a taste of the area of machine learning, without going too much in-depth (that will be the professor’s role).

    Academic Area:
    Strategy | Entrepreneurship | Digital Technologies & Data Science | Innovation
  3. Mobike Unicorn GE1-141

    The case describes some strategic, marketing and organizational challenges faced by Mobike during the path of further expansion and growth. China, as an emerging and fast-expanding market, has its unique features. Mobike, as a successful Chinese startup, was able to survive a number of rounds of fundraising and stood at a crossroad, leading to different future growth paths.

    The company has its doubts about the future. The point is not how to grow fast, but how to grow and stay in the market longer. The founder Hu Weiwei and CEO Davis Wang were concerned about the strategy for the future. The question was: should Mobike enter the deeper level of second- and third-tier cities in China, or should it pursue its global market penetration? 

    The case illustrates the challenges presented by business expansion. It highlights the importance of strategic tools, namely business model canvas, scenario planning and market analysis, to reevaluate current business operations, clarify future possibilities and mitigate business risks.

    The case could be used in business schools at a variety of levels, including undergraduate, MBA and Executive. It could also be used in marketing, strategy and international cultural management courses. It is particularly useful for participants who want to explore strategy domain or build market knowledge on Chinese markets and the growth path on Chinese startups.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  4. Donostia-San Sebastían: Una ciudad en busca del tale … GE1-142

    The case describes the story of a city, Donostia-San Sebastián, which has the political and institutional goal to become a city of innovation and entrepreneurship. To achieve this, there are different dilemmas related to the size of the city, the shortage of talent in certain specialties, cannibalization of talent, internationally competitive salaries and the effects of the brain drain. In this case study, we meet a local public institution, Fomento San Sebastián (FSS), which acts as the instrument of the city to promote an intelligent, sustainable and inclusive local economic development. FSS plays a fundamental role within the local ecosystem of innovation and takes the lead to endow talent with human capital in the city.

    Through the context of the city of Donostia-San Sebastián and the different programs and decisions taken by FSS, the student will be able to understand the innovation ecosystem and to analyze how talent and human capital develops in a city.

    This case is useful for a wide audience:

    1. Students of universities, MBA or MIR interested in innovation in cities.
    2. University students of science, technology, engineering and mathematics interested in the topic.
    3. Students participating in courses such as Urban Innovation, Public Policy, Sustainable Cities, Human Resources, Innovation and Entrepreneurship. 
    4. It is suitable for "In Company" courses for employees of highly innovative companies and employees of public agencies whose work is related to innovation or research.

    Academic Area:
    Entrepreneurship | Others | Innovation
  5. Ciudades, innovación y talento GE2-135

    This technical note explains the fundamentals of the ecosystem for innovation and talent and its importance for the city. We can understand the role of human capital and how important talent is for the ecosystem, where several factors converge for the generation of ideas, products, methods or processes and that encourage entrepreneurship.

    Through this document, we will be able to know what talent is and how it is associated with human capital, why talent is important to the ecosystem of innovation and economic growth of a city and what aspects are necessary for a city to have an urban ecosystem of innovation and talent.

    Academic Area:
    Entrepreneurship | Others | Innovation
  6. Innovación disruptiva en BBVA SI1-147-M

    What happens when a multinational from another sector launches an innovative service which competes directly with your offerings? This material explains how BBVA reacted to the disruption of its micro-payment business caused by the entrance of large multinationals from outside the banking industry.

    The rapid acceptance of technologies by consumers offers an opportunity to meet a growing demand for new services. Many companies attracted by these business opportunities are placing greater importance on innovation pushing it to the forefront of their structure.

    Most commonly it is companies within the same sector that compete amongst one another to launch new services however sometimes the disruptive came from another sector which launches an innovative service which competes directly with your offerings. 

    This case has been designed for use in undergraduate, graduate (MBA programs and Masters in Management programs), Executive MBA, and executive education programs, and in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.

    Academic Area:
    Digital Technologies & Data Science | Innovation
  7. La Sonrisa Máxima AJ-EF-020

    Secunda is Prima’s employee and a dentist in one of Prima’s dental clinics. Secunda and Prima are going to open a new clinic together in Spain under a new Sociedad Anónima. They have mistakenly made investments on account of the new company. Leasing over equipment has been entered into with a third party, for equipment to be used in the clinic.

    The students are asked to regularise this de facto situation with a long-term solution. Furthermore, the relationship of both parties as partners must be regulated, and in particular, Secunda’s dual role as a dentist and director.

    Academic Area:
    Finance | Entrepreneurship | Others | Innovation | Law
  8. Una App que no podrás rechazar SI1-153-M

    This multimedia case describes the situation of BigBangBox, a startup that creates edutainment apps. It shows the strategy followed by them in the launch of previous products. It also offers the necessary information about the markets of apps, to understand the importance of selecting the right strategy, with the business model and the promotion as keys to success.

    After analyzing the new app, Mafia Business School, the student can decide the strategy for its launch. The student will have the opportunity of selecting an adequate business model and levels of promotion through the use of a simulator.

    The case includes the participation of the founders, who tell the story of BigBangBox as a startup and confront the students with the dilemma of the launch of Mafia Business School. It is narrated through a comic, also known as a graphic story. It has a modern and functional design, including resources provided by the company to make the case more entertaining and fun.

    The case study is mainly geared towards MBA and Master in International Management students. It can work in courses like Information Systems and IT & Innovation but also in Marketing and Strategy to show specific cases having to do with the world of apps, games and mobile devices. It can also be useful for students who are taking electives that have to do with digital marketing, mobile, digital business models, digital products or something similar as well as professionals in information systems and technology, marketing and digital communication programs.

    Academic Area:
    Strategy | Entrepreneurship | Digital Technologies & Data Science
  9. Técnicas de innovación MK2-144

    This learning material describes the method that is necessary for the process of innovation of a brand. From the attitude and inspiration to the sophistication of the message to influence the perception of who receives it. 

    Academic Area:
    Marketing & Communications | Innovation
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