This case describes the development of an engineering start-up between 1993 and early 2004, from its incorporation until a strategic turning point. Key factors determining the venture’s business model are explored. Amongst them topics such as R&D collaborations, IP, and the ventures manufacturing and product delivery strategy will be discussed. As of early 2004 the venture faced a turning point. A new market loomed, offering potential for an exponential growth in sales. The reader is invited to analyze four alternative options in regards to how the venture could seize this opportunity.
Engineer your own luck
Companies that modularize and externalize their best capabilities are in a strong position to seize unexpected opportunities. Prediction is hard. T...
By
Mark J. Greeven, Howard H. Yu and
Jialu Shan
Summer 2024, vol. 65, no. 4
Should Unilever pivot from being purpose-led?
Summary
The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of business sustainability. Paul Polman was a pioneer who introduced the idea that, by addressing social and environmental problems, a company can unlock new growth opportunities. Polman launched a 10-year Sustainable Living Plan with three objectives: to enhance health and well-being, livelihoods and environmental sustainability. Alan Jope followed in Polman’s path and launched a novel plan for the new decade called The Unilever Compass, focused on sustainability. Unilever took a strategic turn during Jope’s tenure and asked the brands to use their products to solve social issues. He called this “purpose-led branding,” which confused investors. They believed social branding would take the company’s focus away from growth. Tensions were high at Unilever and resulted in a change in leadership. The company wants to focus on growth, which raises questions about the future of corporate sustainability at Unilever.
Reference
IMD-7-2578
Copyright
©2024
Copyright owner
IMD Copyright
Organization
Unilever
Industry
Consumer Goods
Available Languages
English
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Strategic planning in volatility: The dance between agility and core strengths
Summary
Understanding your organizational capacity for agility and responding to events accordingly is the key to success in the new business environment, ...
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How to navigate our future world order - Maha Hosain Aziz
Summary
In a post-pandemic era shaped by wars, climate change, and new technologies, Maha Hosain Aziz outlines the main risks and shock events that could d...
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How Boeing lost altitude
Summary
The case study examines recent aviation safety concerns at Boeing, focusing on manufacturing issues, leadership decisions and regulatory oversight. It traces Boeing’s trajectory since the McDonnell Douglas merger in 1997, highlighting the changes in the engineering culture and outsourcing strategy that affected the production quality of the 787 Dreamliner and the 737 MAX aircraft. The case also explores how leadership decisions prioritized cost-cutting over quality, leading to inconsistencies and delays. Then the case discusses the 737 MAX, which was grounded after two major crashes in 2018 and 2019. Investigations by the Federal Aviation Administration (FAA), the Department of Justice and a Senate Committee found defects in the MCAS flight control system and flaws in the safety certification. The case study explores the leadership actions of CEOs McNerney, Muilenburg and Calhoun, who decisively shaped the nature of the company.
Reference
IMD-7-2588
Copyright
©2024
Copyright owner
IMD Copyright
Organization
Boeing
Industry
Travel and Leisure, Airlines and Aviation
Available Languages
English
Contact
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UrbanLuxe Cosmetics: Embracing S&OP/IBP
Summary
The case is seen through the eyes of the newly appointed supply chain director at a cosmetics company based in Berlin. The general manager has tasked the new supply chain director to provide bold process recommendations to improve the poor service, high inventory and rampant use of overtime. To understand the issues at play, the supply chain director meets with the CFO, the factory manager, the chief procurement officer and chief revenue officer and their feedback constitutes the body of the case. Each individual offers a different perspective, though none take any responsibility. The CFO is unhappy with the high inventory levels. The factory manager feels helpless in the situation. The chief procurement officer is proud of the savings he has generated by shifting to Asia. The chief revenue officer appears altogether disinterested and not concerned by the problem. The supply chain director must integrate this feedback and propose a new process that will address the performance shortcomings, define the roles and responsibilities of each, along with KPIs to monitor progress.
Reference
IMD-7-2572
Copyright
©2024
Copyright owner
IMD Copyright
Organization
UrbanLuxe Cosmetics (Invented name)
Available Languages
English
Contact
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Metalshub: A steely approach to launching a B2B metal trading platform
Summary
Few Business to Business (B2B) marketplaces have succeeded. Metalshub has successfully combined a software platform as a service, with a marketplace matching supply and demand for raw materials used in the Metals and Mining industries. Through innovative pricing and business models, the company has managed to scale its operations in a short timeframe.
Reference
IMD-7-2457
Copyright
©2024
Copyright owner
IMD Copyright
Organization
Metalshub
Industry
Materials, Metals and Mining
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Contabilizei: Freeing entrepreneurs from Brazil’s tax complexity
Summary
The case focuses on Contabilizei, a Brazilian startup providing online accounting services for small and medium-sized enterprises (SMEs). The case study delves into the challenges faced by the company’s founder and CEO, Vitor Torres, as he navigated Brazil’s complex social and economic landscape. Issues such as Brazil’s byzantine tax system, disparate educational quality and accessibility, and the high cost of doing business in the country are explored. Despite these barriers, Contabilizei demonstrated impressive growth, transforming digital innovation into standardized services. However, the rise of competitors and persistent profitability concerns prompt Torres to thoroughly explore future strategies to maintain market leadership and improve financial performance. The case provides an in-depth analysis of Brazil’s entrepreneurial ecosystem, examining its business, educational, legal and infrastructural realities and their implications for startups as well as the difficult step for startups to become established companies.
Reference
IMD-7-2546
Copyright
©2024
Copyright owner
IMD Copyright
Organization
Contabilizei
Industry
Finance and Insurance, Financial Services
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Ipsen: Leveraging an encompassing strategy to accelerate growth in pharma
Summary
IMD's Niccolò Pisani examines how a combination of clear-eyed analysis and a strong sense of purpose allowed the French biopharma to change course.
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Engineer your own luck
Summary
Companies that modularize and externalize their best capabilities are in a strong position to seize unexpected opportunities. Prediction is hard. T...
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Euro 2024 Sponsorship - Chinese Brands
Summary
Leading Chinese companies are preparing to take advantage of exposure and opportunities as top sponsors and suppliers to the UEFA EURO 2024 Men’s S...
Contact
Research Information & Knowledge Hub for additional information on IMD publications