Professional Essays Writer Levendary Cafe: The China Challenge

Christopher A. Bartlett, Arar Han

Global Business

Winner of a 2013 ecch Case AwardJust weeks into her new job, Mia Foster, a first time CEO with no international management experience, is faced with a major challenge at Levendary Café, a $10 billion US-based fast food chain. Strategically, many of her corporate staff have become concerned that the company’s major expansion into China is moving too far from Levendary’s well-defined concepts of store design and menu. Organizationally, Foster has been frustrated by the apparent unwillingness of Louis Chen, president of Levendary China, to conform to the company’s planning and reporting processes. Meanwhile, financial evidence shows that Chen’s efforts have produced strong results and suggests that he knows China far better than U.S headquarters does. The entrepreneurial Chen has resisted attempts by Foster and others to discuss corporate plans for China. As Foster flies to China to meet with Chen she faces a decision that will determine the future of Levendary China and perhaps the entire globalization effort: can she manage Chen at all, and if so, how?

Entrepreneurship, Globalization, Managing people, Strategic planning


Professional Essays Writer Deflategate and the National Football League

Marco Iansiti, Christine Snively

Technology & Operations

On January 18, 2015, the New England Patriots faced the Indianapolis Colts in the AFC Championship game. In the second quarter, a Colts player intercepted a pass from Patriots quarterback Tom Brady. Colts equipment personnel alerted NFL officials that the ball’s air pressure was below the required 12.5 PSI (pounds per square inch). Some argued that lower PSI provided a competitive advantage as it made the ball easier to grip and harder to fumble. At halftime, game officials found the air pressure in 11 of the 12 Patriots game balls to be under 12.5 PSI. The NFL launched an investigation into what became known in the media as “Deflategate,” and commissioned attorney Ted Wells to investigate whether or not the balls had been intentionally deflated. Wells’ team, with expert consultants, examined air pressure data recorded by referees, the temperature on game day, the behavior of Patriots players, and other evidence. Did the Deflategate investigation reveal any actual evidence of cheating? Were there flaws in Wells’ investigation?

Operations management

Professional Essays Writer Jet Propulsion Laboratory

Robert S. Kaplan, Anette Mikes

Finance & Accounting

The case, in a non-profit project-oriented setting, introduces fundamental risk management principles and processes that are easily applicable to private sector settings. Gentry Lee, senior systems engineer and de-facto chief risk officer, is applying a new comprehensive risk management system to a $600 million high-profile Mars landing mission. The case illustrates JPL’s risk culture for high-visibility and expensive missions in the post-Challenger era with tightly constrained budgets. It introduces risk analytics, such as heat maps, and the management process and governance system centered around continuous challenge and “intellectual confrontation.” Students will consider JPL’s strategy and constraints, measurable technical risks, non-measurable external risks and societal pressures in making a decision about whether to launch or delay the Mars mission launch. The case calls for an appreciation of the role of the chief risk officer, and in general, of leadership, in risk management .

Project management, Risk management, Strategic planning

Professional Essays Writer GE and the Industrial Internet

Karim R. Lakhani, Marco Iansiti, Kerry Herman

Technology & Operations

CEO Jeff Immelt considers whether GE is moving fast enough on its new Industrial Internet initiative. The undertaking includes building out an Industrial Internet, connecting machines and devices, collecting their data and operations, and providing services to clients based on analytics of this data and information. The case considers the implications of such an initiative across all 6 of GE’s business units, and how best and how quickly to execute the strategy. The firm has committed $1b in investment, building out a new software center in California, and a commercial sales function at headquarters to deploy the new products and services.

Employee retention, Human resource management , Informal leadership, Organizational culture

Professional Essays Writer Cola Wars Continue: Coke and Pepsi in 2010

David B. Yoffie, Renee Kim

Strategy & Execution

The ‘Cola Wars Continue: Coke and Pepsi in 2010’ case examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. The most intense battles of the cola wars were fought over the $74 billion CSD industry in the United States, where the average American consumes 46 gallons of CSD per year. In a “carefully waged competitive struggle,” from 1975 to the mid-1990s, both Coke and Pepsi had achieved average annual growth of around 10%, as both U.S. and worldwide CSD consumption consistently rose. However, starting in the late 1990s, U.S. CSD consumption started to decline and new non-sparkling beverages become popular, threatening to alter the companies’ brand, bottling, and pricing strategies. The case considers what has to be done for Coke and Pepsi to ensure sustainable growth and profitability. A rewritten version of an earlier case.

Employee retention, Human resource management , Informal leadership, Organizational culture

Professional Essays Writer Rob Parson at Morgan Stanley (A)

M. Diane Burton

Organizational Development

Rob Parson was a star producer in Morgan Stanley’s Capital Markets division. He had been recruited from a competitor the prior year and had generated substantial revenues since joining the firm. Unfortunately, Parson’s reviews from the 360-degree performance evaluation process revealed that he was having difficulty adapting to the firm’s culture. His manager, Paul Nasr, faces the difficult decision of whether to promote Parson to managing director. Nasr must also complete Parson’s performance evaluation summary and conduct Parson’s performance review.

Employee retention, Human resource management , Informal leadership, Organizational culture

Data Led Pricing – Professional Essays


A growing retailer lacked the purchasing power to compete on price with its larger competitors. When a pricing war broke out, the retailer engaged dunnhumby to help determine what kind of response would be most attractive to its customers.
The insight
Some helpful insights were gained following a customer review by dunnhumby:
Loyalty levels were lowest amongst the company’s price-sensitive customers
Price was the #1 cause for customer dissatisfaction
The top products most important to price-sensitive customers were identified
The action
With a better understanding of its customers, the retailer took the following actions to help survive the price war and find a way to keep delighting its customers:
Identified the top products for price-sensitive customers
Lowered the prices of these products to match the competition
Communicated these prices to customers on the shelf
The results
The retailer not only survived the price war, it was also able to increase sales and grow loyalty:
Total store sales and units from price-sensitive customers +1-3%
Increased number of loyal customers shopping

The Long-Term Effect of Marketing Strategy on Brand Sales

Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their various marketing expenditures over the long run. To investigate this issue, the authors apply a multivariate dynamic linear transfer function model to five years of advertising and scanner data for 25 product categories and 70 brands in France. The findings indicate that the total (short-term plus long-term) sales elasticity is 1.37 for product and .74 for distribution. Conversely, the total elasticities for advertising and discounting are only .13 and .04, respectively. This result stands in marked contrast to the previous emphasis in the literature on price promotions and advertising. The authors further find that the long-term effects of discounting are one-third the magnitude of the short-term effects. The ratio is reversed from other aspects of the mix (in which long-term effects exceed four times the short-term effects), underscoring the strategic role of these tools in brand sales.

Keywords: marketing mix, long-term effects, brand performance, dynamic linear models, empirical generalizations

Geographical Information Systems�Based Marketing Decisions: Effects of Alternative Visualizations on Decision Quality

Marketing planners often use geographical information systems (GISs) to help identify suitable retail locations, regionally distribute advertising campaigns, and target direct marketing activities. Geographical information systems thematic maps facilitate the visual assessment of map regions. A broad set of alternative symbolizations, such as circles, bars, or shading, can be used to visually represent quantitative geospatial data on such maps. However, there is little knowledge on which kind of symbolization is the most adequate in which problem situation. In a large-scale experimental study, the authors show that the type of symbolization strongly influences decision performance. The findings indicate that graduated circles are appropriate symbolizations for geographical information systems thematic maps, and their successful utilization seems to be virtually independent of personal characteristics, such as spatial ability and map experience. This makes circle symbolizations particularly suitable for effective decision making and cross-functional communication.

Keywords: data visualization, spatial marketing decisions, symbolization, geographical information systems thematic maps, cartograms

Learning and Exit Behavior of New Entrant Discount Airlines from City-Pair Markets

In this research, the authors investigate firms’ exit behaviors. On the basis of extant literature in economics, strategy, and marketing, the authors identify market- and firm-specific factors that influence exit behavior. They account for firms’ uncertainty about a market’s true attractiveness after entry on the probability of exiting a market. To evaluate exit decisions, they propose a Bayesian belief-updating model of learning embedded in a logit model that incorporates market- and firm-specific factors. The estimated evolution of beliefs over time enables the authors to determine whether firms use market information to update their prior beliefs about market attractiveness. The authors empirically investigate the market exits of new entrant discount airlines from city-pair markets. The results suggest that a combination of several market and firm factors influences exit behavior. Airlines’ prior beliefs about market attractiveness are not necessarily consistent with the market’s intrinsic attractiveness, and firms learn about the true market attractiveness over time. The authors also provide model comparisons with extant approaches to studying market exit and find that the proposed approach provides a better fit and predictive ability.

Keywords: learning, exit behavior, airline market, discount airlines, Bayesian