Case studies

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Freedom for Noses!

T. PARIS, G. LANG

2014

The case is about an SME in the luxury perfume sector.
Its founder, an insider in the sector, created it after seeing that the sector was finding it increasingly difficult to offer atypical and original designer perfumes, and that a certain number of consumers were growing frustrated. This observation led him to create his own company and devise a different business model.
The case comprises two parts, which can be addressed successively or separately. The first part leads students to carefully analyze the perfumery sector and the causes of these problems, and then to identify business opportunities to offer a range of products that guarantees a high level of creativity. The second part describes the business model of the company, its operation, positioning and offer and raises the issues of business development.

Keywords: Perfume Industry, Luxury, Business Model, Business Development, Innovation

Glass Hostaria – Restaurant Innovation in the Heart of Trastevere

S. SALVEMINI, G. CINQUE, P. V. MANNUCCI

2014

This case study is about strategic growth in a creative industry. It presents the steps undertaken by a highly symbolic organisation in order to acquire and maintain a distinctive position in a very competitive environment. Moreover, the case discusses the organisational structure and culture that help in fostering innovation and quality, and offer an interesting example of women’s entrepreneurship. Glass Hostaria is a Michelin-starred restaurant based in Trastevere, a neighborhood in Rome renowned for its stereotypical and fake traditional trattorias. In a relatively short period, Glass succeeded in creating for itself a distinctive position and image. This was achieved thanks to its unique mix of innovation, tradition and managerial practices. The continuous growth in quality and popularity led Glass to gain a Michelin star, a result that was hoped but unexpected. This accomplishment brought Glass management and staff to face a series of radical strategic choices for the future. The case highlights Glass key success factors by presenting the restaurant philosophy, its managerial practices and organisational structure.

Keywords: Entrepreneurship; Women's entrepreneurship; Food and beverage; Restaurant business; Management; Strategy; Enogastronomy; Michelin-starred restaurants; Creative industry; Innovation

Liberté pour les nez!

T. PARIS, G. LANG

2014

The case is about an SME in the luxury perfume sector.
Its founder, an insider in the sector, created it after seeing that the sector was finding it increasingly difficult to offer atypical and original designer perfumes, and that a certain number of consumers were growing frustrated. This observation led him to create his own company and devise a different business model.
The case comprises two parts, which can be addressed successively or separately. The first part leads students to carefully analyze the perfumery sector and the causes of these problems, and then to identify business opportunities to offer a range of products that guarantees a high level of creativity. The second part describes the business model of the company, its operation, positioning and offer and raises the issues of business development.

Keywords: Parfumerie , Luxe , Business Model , Business Development , Innovation

Competing Through Alliances in the Airline Industry: The Air France-KLM / Delta Air Lines Joint Venture

P. DUSSAUGE, U. WASSMER

2013

Air France KLM and Delta Airlines formed a revenue and cost sharing Joint Venture that includes all transatlantic routes of the two airlines. In 2011, this joint venture generated sales of over € 12 billion. The case describes the airline industry, focusing in particular on the fact that airlines have formed alliances and joint ventures on a scale unheard of in other industries. It then presents Air France KLM and Delta, the partner firms, and provides a detailed description of their joint venture, its organization, structure and operations. It also mentions tensions that have arisen between the partners over time.
Participants are asked to analyze the data in the case from the point of view of the Air France KLM management, analyze what the JV contributes to Air France KLM, identify sources of conflict and potential threats and finally suggest changes to the JV agreement that can resolve these issues.

Keywords: Business strategy, Industry analysis, Strategic alliance, Joint venture, Airline industry

Sales Disease at Hadaara Technology

D. ROUZIES, S. NERI

2013

This case study deals with a company-wide transformation: from a telecom commodity player into an ICT service company in Europe. The reorganization of the sales force is especially addressed as well as the key account management structure.
The case offers insights into the evolution of a global industry and the consequences on its players, particularly focusing on sales strategy, sales management and sales competencies. The core issues are the sales structure and the missing sales competencies. The case also offers the opportunity to reflect on the role of politics in corporate life and how often they get in the way of sound and fact-based decision-making, particularly in sales management.
The case is very useful also for leading a discussion on Key Account Management ("KAM") and its purpose and role within a sales strategy. In parallel it provides a context for developing a good understanding of sales competencies needed in KAM for complex business-2-business ("B2B") solution selling. It illustrates the importance of competency assessment as a base for sales force development and as a core part in building a sale structure.
On a corporate strategy level, it poses students questions about the possible organizational structures of an international sales division and its effects on customer perception, sales motivation and compensation as well as brand awareness.

Keywords: Information and communications technology sector, B2B sales force, KAM organizational structure, KAM competencies


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