Xiangzi Hotpot, a high-end Chinese restaurant brand established in 2015 in Toronto, Canada, had successfully attracted a large number of Chinese customers with its authentic Chengdu flavour and exquisite decor. The interior design replicated the traditional appearance of Kuanzhai Xiangzi in Chengdu, providing customers with an immersive cultural experience. However, with the intensification of market competition, especially in the social media space, .....more

Teaching note for product W44607.

In 2025, Algoma Steel Inc. (Algoma), a leading Canadian steel manufacturer, confronted renewed US tariffs under Section 232 of the Trade Expansion Act that resulted in a 25 per cent duty on steel imports. The policy shift triggered a CA$24.5 million net loss in the first quarter of 2025, reversing a CA$28 million profit from the previous year. The case explores Algoma’s strategic responses—market diversification, cost optimization through electric .....more

Teaching note for product W45579.

During the 2020 pandemic, Jijihong Hotpot, a restaurant and food brand based in Nanchang, China, took the opportunity to reestablish itself in the market. After many brainstorming sessions, the team decided to reposition as a young hotpot brand for Generation Z. To achieve this, Jijihong Hotpot had to harness the potential of the social media landscape in China. With social media in mind as the key to its brand transformation, it was necessary to .....more

Teaching note for product W43999.

Huangling was a Chinese scenic rural destination that became popular with travellers when Wuyuan Huangling Cultural Tourism Co. Ltd. restored the destination and launched it in 2014 as an indigenous cultural tourist destination. However, despite initial success, tourist growth at Huangling began to slow around 2019. The general manager, Wu Xiangyang, expanded the tourism destination with seasonal events, specialty homestays, and local cuisine, but .....more

Teaching note for product W43103.

Longchuan Green Oil Agricultural Development Co. Ltd. (Green Oil) was founded in Guangdong, China in January 2015. The founder’s unwavering pursuit for sustainable development led the company to overcome initial technical challenges and mid-stage struggles in market expansion and product line development. With new technologies and use of pure pesticide-free camellia seeds, Green Oil led the market in terms of product quality, research and development, .....more

Teaching note for product W42662.