Car manufacturers offered car subscription programs, allowing customers to access cars for a flat monthly fee that covered the vehicles’ cost, maintenance, and insurance. Unlike traditional leasing or financing options, these subscription programs provided an appealing alternative for customers who wanted to avoid long-term ownership commitments and appreciated the all-inclusive convenience. Since 2017, several car manufacturers had launched subscription .....more

This exercise immerses participants in the innovative intersection of artificial intelligence (AI) and luxury branding. Set in the competitive perfume industry, participants assume the role of entrepreneurs tasked with launching a new luxury perfume brand. They must establish a brand identity, analyze market data, design a product, and develop a marketing campaign, all while leveraging generative AI tools. The case challenges participants to think .....more

<b>All royalties from the adoption of this case will be donated to First-St. Andrew’s United Church.</b><br><br>In November 2022, First-St. Andrew’s United Church (FSA) was dealing with the same challenges that plagued other churches in Canada: a younger generation that was less interested in joining or supporting a traditional church congregation. With an aging membership and shrinking numbers in the congregation, FSA could .....more

In 2017, a woman with no background in business management or entrepreneurship, started a new venture called MITTI Social Initiatives Foundation in Bengaluru (also known as Bangalore), India. The nonprofit organization was driven by the passion for diversity, equity, and inclusion of its founder, who had a determination to overcome challenges and a drive to learn. The organization was run by a team of mainly women from diverse backgrounds and was .....more

In August 2023, Camp Automation Pvt. Ltd. (Camp Automation), a Bengaluru, India-based go-to-market (GTM) technology start-up, faced a critical strategic decision. Kia Motors India (Kia) approached the company to lead a metaverse marketing campaign for the upcoming launch of its electric sport utility vehicle. This opportunity promised to elevate Camp Automation’s technological capabilities but required navigating the complexities of delivering an .....more

On July 16, 2024, All Star Honda in Abilene, Texas, faced an unexpected ethical and reputational challenge. A young woman with Down syndrome, who expressed an eagerness to purchase a car with her father’s financial support, was transported to the dealership by a dealership representative at her request. While she enjoyed exploring vehicles and learning about their features, her mother, unaware of the arrangement, became concerned about her daughter’s .....more

Founded in 2018 in Hanoi, Vietnam, Selex Motors emerged with a vision to propel Vietnam toward sustainable development through electric motorbikes and renewable energy. The company’s founder and co-founders aimed to overcome the challenges of electric vehicle (EV) ownership—mainly charging inconvenience and high costs—by introducing an innovative ecosystem comprising electric motorbikes, compatible battery packs, battery swapping stations, and an .....more

With the beginning of the COVID-19 pandemic, Lauris Liberts and Davis Siksnans, co-founders of Printful, a print-on-demand (POD) company from Latvia, saw the gloomy picture of the world borders closing and business operations slowing down. At the same time, an unprecedented and sudden online demand for Printful’s products and services took off. In March 2020, the top managers of Printful found themselves discussing the options in front of them.

Vasenapoli revolutionized healthy eating with its millet-based delicacies crafted with the founder Chittem Sudheer’s mother’s expertise. Inspired by his travels and a passion for wellness, Sudheer embarked on a journey to create a sustainable and nutritious dining experience in Visakhapatnam, Andhra Pradesh, India. Vasenapoli emerged in 2016 as a beacon of innovation through meticulous recipe development and prototype testing, offering diverse millet .....more

Zhejiang Meorient Business Exhibition Co., Ltd (Meorient) was founded in 2010 with the vision of building the world’s leading digital exhibitions company and establishing China’s first-class national exhibitions brand. This case examines Meorient brand’s internationalization platform construction and growth by embracing and harnessing digitalization. With years of experience in overseas markets and accumulated resources in various industries, Meorient .....more