WINES OF GEORGIA: MK1-169-I
The case is about how to build the “Georgia Brand” and how to position Georgian wines on the international market. The oldest wine remains in the world, dating from about 6000 BC, have been found in Georgia, which would allow us to affirm that Georgia is "the cradle of wine." In addition, the country has some 500 endemic grape varieties, and grape fermentation methods that allow making very special wines. All these elements should allow Georgian wines to be positioned as niche products, and to be sold at a high price. However, due to historical and political conditions of the last 100 years, hardly anyone outside Georgia and the former USSR is aware of these facts, and Georgian wines are mostly exported to countries of the former Soviet republics.
The case points out to several decisions that have to be made regarding Georgian wines.Academic Area:Strategy | Marketing & Communications
EFFECTIVE COMMUNICATION FOR LEADERSHIP CM4-001-I-M
The tutorial takes the student through the aspects of oral communication which research and observation show will make the speaker be perceived as more charismatic. It covers the least frequently taught side of charismatic communication: the content of the speech. The first part shows how to frame the message, through the depiction of values, the future, the individuals as capable of achieving the vision, the power of the group to succeed, and the leader himself as the standard to follow. The second part teaches which rhetorical recourses are most effective in conveying the message. The third part studies the attributes and behaviors most frequently observed in charismatic leaders. The fourth part shows the uses of language that will reduce the perceived power of the speaker.Academic Area:Organisational Behaviour | Human Resources | Marketing & Communications | Others
Dangote Group DE1- 232-I
The case describes Dangote Cement’s history, growth and business model. Dangote Cement is the main subsidiary of Dangote Group, a leading African multinational and the country’s largest conglomerate.
Starting as a trading firm, the group has branched out into several sectors (e.g., cement, sugar, flour, salt, FMG, agriculture, oil & gas, transport, etc) and Aliko Dangote, the Group’s founder, has become Africa’s wealthiest person and a leading industrialist.
Dangote Cement’s strategy involves a unique set of choices along the value chain to deliver a distinctive value proposition across several African markets. The company has become a top 10 global Cement company and the leading cement manufacturer in Africa through a highly integrated business model that responds to the particular challenges and opportunities present in the developing African continent.
Currently, the Group is investing heavily across different sectors (e.g., agriculture, fertilizer/chemicals, oil & gas, etc) and taking advantage of the multiple opportunities in the market. It is also consolidating its leading position in the African Cement industry, by entering new markets every year with a disruptive force.
However, as Dangote Group grows far and wide, as the African market develops and as competition for local and foreign players heats up, should the Group change the strategy that has worked so well?Academic Area:Strategy
Goiko Grill GE1-148-I-M
The multimedia case study will tell the story of Goiko Grill; a casual dining restaurant in Spain, with roots from Venezuela. It looks at its exponential rise over a five year period and how keeping strong to a core culture has proved vital in its success.
The story is told through exclusive interviews with Andoni Goicoechea, the owner and founder, and his journey over the last five years. We also speak to his staff on their experiences during this rapid growth – some moving from waiter to senior leadership in this short period of time.
There will be separate sections, which will progress chronologically: Starting the company; Scaling and whether to franchise; To sell or not; International/future expansion.Academic Area:Economic Environment & Public Affairs | Strategy | Entrepreneurship | Innovation
Credit Suisse: A tale of two banks DE1- 231-I
Credit Suisse, a leading Swiss banking institution in the private and investment banking sectors, had a poor performance after the financial crisis of 2008 and was trailing its global peers. The bank appointed Tidjane Thiam as the new CEO of the bank in July 2015, with the mandate to turn the bank around.
When Tidjane Thiam joined, Credit Suisse had a weak capital position, which prevented it to effectively compete. Additionally, the bank had some businesses which were “structural” loss-makers and hence a drag to the Group’s profitability and capital positions.
Even more important than the underperforming businesses and weak capital position, it was apparent that Credit Suisse was lacking a clear and consistent strategy. Private banking and investment banking businesses were operating to some extent as independent operations and the bank was not taking advantage of synergistic opportunities across its businesses.
The board asked the new CEO, Tidjane Thiam, to conduct a detailed strategic review, in closed collaboration with the Group Board, to restructure the bank. The case is centered on this strategic review and explains the position of the bank prior to the arrival of the CEO.Academic Area:Strategy
Founded by Chris Czerwonka, John Roberts and Julie Monniot-Gaillis, Mosabi is an app-based solution addressing the lack of financial literacy education and financial inclusion for informal sector entrepreneurs in Africa. By providing an alternative to traditional credit-scoring through education, Mosabi seeks to empower its users in the long-term generating a multiplier effect on their lives.
It is designed to be financially sustainable as it also reduces the high cost of accessing the underbanked for the financial services providers (FSPs). In order to achieve its social and financial objectives, Mosabi measures both financial and social impact and ensures the two go in lock-step.Academic Area:Entrepreneurship | Human Resources | Innovation
Quantifying the relative advantage of one firm over … DE1-229-I
The aim of this exercise is to conduct a quantitative analysis of the competitive advantage, and to learn how to quantify the benefits of different growth strategies.
The students will assume the role of business consultants who have to analyze the relative advantage of one airline over the other, to understand the sources of the advantage and to recommend a growth strategy for each airline.Academic Area:Strategy
El Confidencial: leading the digital revolution of t … DE1-227-I
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
Halo Top Ice Cream & Behavioral Economics AH1-003-I
How do you go about making difficult decisions and what are the key psychological shortcuts and biases that may impair your rationality? This case uses the real-life example of the successful launch of Halo Top’s ice cream brand in the United States as the basis to construct a psychological review of the decision-making process of the company founder, advisers and consumers, helping to identify and illustrate some of the most common principles, heuristics and biases of Behavioral Economics. To do so, the case puts students in young entrepreneur Justin Woolverton’s shoes when he has to decide whether to launch the brand or keep his job as a lawyer, and then goes beyond to review the marketing process and consumer insights that are normally present in product introductions and promotions.
Should Justin quit his highly lucrative day job as a lawyer and pursue his ice-cream making dreams? And, if he were to decide to launch his brand, what are the psychological biases and mind-traps that he would have to avoid (when making his decisions) or factor in (when considering those of his potential consumers)?Academic Area:Organisational Behaviour | Economic Environment & Public Affairs | Others