Case studies

Michelin: Energy 4



Michelin, one of the worldwide leaders in the tire business, needs to decide on the market positioning and definition of the next generation of its main passenger "Energy" car tire line in Europe, a major investment. Tires are sold on two different - yet related - markets, with markedly different requirements, and these requirements are evolving in separate directions. On the one hand, there is some indication that the smaller and less profitable Original Equipment Market (OE) is now looking for tires that will help car makers to reach their targets in terms of average fuel efficiency and in terms of carbon dioxide emissions levels. On the other hand, the Replacement Market (RT) does not really value or understand this characteristic yet. Instead, when they replace their tires, car drivers are seeking cheaper, longer-lasting tires that have superior grip, especially in wet conditions. As the RT market is the most important both in terms of sales and profit, the choice appears to be easy. However, the existence of a strong influence of the OE market on the RT market ("carry-over effect") makes this choice difficult. The option of selling two tire lines - one for each market - is also a possible solution, but it is costly in terms of manufacturing and logistics, and it reduces the carry-over effect.

Keywords: Value creation, value appropriation, car industry, B2B

Librinova: a Start-up for Digital Innovation in Publishing



The Librinova case features a start-up company operating as a self-publishing platform in France. The two young women who created Librinova have a strong experience in the publishing industry, which made them able to create a unique value proposition for client-writers. The company started to operate in March 2014. The case takes place in the first quarter of 2017, just before Librinova goes for a third round of funding. The main question is whether the company has a real chance to raise the money it needs. This question points to the more fundamental issue of Librinova’s competitive advantage and growth potential. More specifically, the discussion should examine whether Librinova’s “digital platform” business model makes sense in the emerging multi-sided market for digital publishing

Keywords: Two-sided markets - Digital platform - Business model - Start-up - Innovation - Disruption - Book - E-book - Self-publishing

Nespresso France: Encapsulating Sustainability



As its single-serve coffee system grows in popularity, Nespresso France is under pressure from the media and environment-conscious opinion leaders to address the problem posed by its disposable aluminium capsules. Options range from ignoring the problem to sponsoring a nationwide recycling program that will handle all the metals consumers throw away. What should Nespresso do?

Keywords: Strategy; Corporate reputation; Corporate Social Responsibility (CSR); Sustainability; Crisis Management; Ethical Decision Making

Bain Capital’s “Take Private” of China Fire



The case centers on the 2011 buyout of China Fire, a NASDAQ-listed Chinese fire protection firm. The MBO, backed by private equity firm Bain Capital, comes amid a wave of "take China privates" aimed at exploiting valuations depressed by fraud scandals at some U.S.-listed Chinese firms. In response to the $9 cash bid, China Fire's board has formed a Special Committee to negotiate terms. As the committee's financial advisor, Barclays Capital must conduct financial due diligence, including the valuing of China Fire with various methods.

Keywords: Company valuation, buyout, reverse merger, China

Equipe de France de natation: la conquête des sommets



L’équipe de France de natation rentre des Jeux olympiques d’Atlanta avec ce bilan sans ambiguïté : trois participations aux finales individuelles, aucune médaille, pour une délégation de vingt-quatre nageurs. La France est une nation de second rang en natation.
Seize ans plus tard, l’équipe de France rentre des Jeux de Londres, en 2012, avec 7 médailles dont 4 en or, ce qui lui permet de figurer en 3ème position au classement mondial des médailles, derrières les États-Unis et la Chine, et ce, après en avoir remporté 10 aux Championnats du monde de Shanghai l’année précédente. En l’espace de quelques années, la France de la natation est passée de l’antichambre au podium mondial. Coup de chance ? Génération spontanée de nageurs talentueux ?
Au contraire, le cas, qui s'appuie sur des entretiens avec l'ensemble des acteurs (nageurs, entraîneurs, fédération) impliqués dans cette période, montre que cette métamorphose est le résultat d’une action de management, c’est-à-dire la conséquence d’actions structurantes, conduites à différents niveaux, celui de l’entraînement, celui des clubs, celui de la Fédération nationale, pour faire basculer la natation française dans une culture de la victoire.
Mots-clés : Performance, sport de haut niveau, management des talents, gestion du changement

How a feminist activist group builds its repertoire of actions: a case study



This chapter analyses the tactical repertoire of a French feminist group focusing on the absence of women in high positions in organisations and in positions of power. The article presents an example of a CSO actively promoting the emancipation of women and introducing new theoretical perspectives, by questioning French feminism. Theoretical and ideological resources can provide a good starting point for the struggle for women’s emancipation, enabling women to create new tactical repertoires to voice their claims and reveal patterns of domination. The analysis presented here describes the strategy of an activist group attempting to trigger change in organisations and in management practices and demonstrates how a social movement is influenced by its theoretical inspirations. The chapter concludes that research into the tactical repertoires of social movements should pay more attention to the theoretical inspirations that motivate activist groups and to the innovations conducted by activists in renewing their repertoire

Keywords: social movements, tactical repertoire, feminism, activist groups, women, emancipation