Case studies

Jerónimo Calderón and euforia: Mobilizing youth for social impact

F. HOOS, E. HENRY

2014

Since its founding in 2007, euforia - a Swiss social initiative "by youth, for youth" - and hundreds of volunteers have administered dozens of events and activities that have offered concrete opportunities for over 3,500 youth to make a social impact. euforia and its co-founder Jerónimo Calderón have been recognized for catalyzing social change both within Switzerland and internationally, attracting support from a range of national and international partners. Originally focusing on certain core programmatic offerings, euforia also experimented with new initiatives and funding sources as it grew. As a result, in 2013, euforia was at a crossroads. It could continue down the path of revising its business model to scale its activities; pull back to preserve its original youth-centric social mission, organizational structure, and programs; or find a solution somewhere in between.

Keywords: Social Entrepreneurship, social impact, social value, impact investing, double bottom line, social mission, scaling, social business, business model, non, profit.

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

The Economics of Amazon

J. GHEZ

2014

This case explores the microeconomic determinants of Amazon's success as well as the market forces that can potentially undermine the firm's development in the future. So far, Amazon's ever-changing business model has allowed the company to continuously adapt to new market dynamics and new business realities. Whether this will be the case in the future depends on Amazon's ability to adapt to new competitive challenges and to clear current and future regulatory hurdles.

Keywords: Managerial Economics; Microeconomics; Creative destruction; Amazon; Alibaba; GAFA; Too big to fail; Antitrust; New entrant; Competition policy; Wal, Mart

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

DECLEOR : Une stratégie marketing et de communication innovante

M. BADOC

2013

La marque Decléor (Groupe Shiseido) propose dans un contexte international des produits cosmétiques de soin élaborés à partir d'huiles essentielles fondées sur l'aromathérapie. Ils sont commercialisés dans les instituts de beauté mais aussi disponibles dans certains canaux de distribution sélectifs : grandes surfaces, département-stores, pharmacies, parapharmacies, parfumeries.
Après plusieurs années où les ventes connaissent une croissance assez faible, Madame Dominique Le Carou, Directrice Générale des marques Decléor et Carita, souhaite que ses équipes engagent une vaste réflexion sur la politique et les moyens en marketing et communication à instaurer pour faire face à cette situation. Elle propose que la réflexion accorde une large priorité à l'utilisation des techniques et méthodes de la stratégie marketing et de la communication les plus récentes : Innovation valeur (Océan Bleu), e-marketing, marketing sensoriel ...

Keywords: Marketing, Blue Océan Strategy, Neuromarketing, marketing sensoriel, e, marketing, marketing viral, Permission Marketing, international, cosmétiques


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