Hangzhou Kub Baby Products Co. Ltd. (Kub), an e-commerce company established in 2009, sold maternal and child products. After a decade of development, Kub had earned praise from customers for the high-value, high-quality, and cost-effective products it sold, but the company's own brand, KUB, remained less well known. In July 2018, Kub launched a three-day brand marketing campaign, called "KUB×Tmall Happy Day," which largely relied .....more

For 160 years, Singapore Post had been one of Singapore’s main postal service providers, delivering trusted and reliable postal services to homes and businesses. However, in 2019, Singapore Post was plagued by recent service lapses and operational problems, which had elicited customer complaints and concern from various stakeholders. Singapore Post was also facing increasing pressure from rising customer expectations, surging mail volumes, and the .....more

Teaching note for product 9B19D021.

A businesswoman owned two franchised stores of Carpenter Tan Handicrafts Co., Ltd. (Carpenter Tan) in Panjin City, China. Carpenter Tan was a leader in the wooden crafts industry. When the first franchised store was set up in 2012, she was excited by and satisfied with Carpenter Tan’s franchise model. However, after her second franchised store was set up in 2014, she felt that this franchise model was restricting her development and autonomy. In 2016, .....more

Teaching note for product 9B18M095.

Teaching note for product 9B21E007.

In September 2019, the newly appointed manager of the procurement department at Jiangxi Hengda High-Tech Company Ltd., located in China, was wondering how to make his department more efficient. He took some time to understand the working relationships of his department with other internal departments and with external suppliers. During his research, he uncovered sources of conflict between the procurement department and other functional departments, .....more