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Most Recent Case Studies

  1. Quest to Dethrone Nike and Jump-Start Baltimore
    Kevin Plank is out to build the "baddest brand on the planet." Here's where the city fits in.

  2. The Real Story of How Amazon Built the Echo
    The talking speaker started as part of a secret augmented-reality project and ended up as a surprise hit.

  3. Nestlé’s Half-Billion-Dollar Noodle Debacle in India
    Nestlé spent three decades building a beloved noodle brand in India. Then the world’s biggest food and beverage company stumbled into a public relations debacle that cost it half a billion dollars. A cautionary tale of mangled crisis management on an epic scale.

  4. How Discovery Keeps Innovating
    CEO Adrian Gore describes how the South African company has been shaking up its industry through business-model innovation and explains what helps to catalyze new ideas.

  5. Reborn in the Cloud
    Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services.

Most Popular Case Studies

  1. Marks and Spencer and Zara: Process Competition in the Textile Apparel Industry
    Marks and Spencer (M&S) has enjoyed an enviable position as a premier super-store and leading provider of high-quality fashion, but the success story seems to be ending as newer entrants like Inditex SA gained position with popular and affordable brands like Zara. What caused the shift? Professor Ludo Van der Heyden, Professor Michael Pich and Nicolas Harle use this recent case study to highlight the relevance of reading the market accurately and adapting accordingly.

  2. Opening the Gate on gatetrade.net: The Making of the First Nordic B2B Marketplace (A), Building Critical Mass (B1), To Be or
    In early 2000, four of the largest companies in Denmark began to explore an alliance aimed at the New Economy. Within months they designed a business, set strategy, and launched the first Nordic B2B e-marketplace. But they couldn't predict how events would affect their strategies, individually or as a group.

  3. What Went Wrong at Cisco
    The poster company for the new economy not only failed to anticipate the economic downturn, its much-heralded forecasting software and outsourcing infrastructure may have even made things worse.

  4. Launching New Coke
    Were you a member of the "Pepsi Generation"? Or did you believe that "Coke Is It"? In this case study, Professor Markus Christen takes you back to 1985 and the controversial launch of New Coke. After tracing the history of soft drinks in America, he focuses on the rivalry between Coke and Pepsi, and the ultimate recall of New Coke.

  5. Redesigning Nissan (A): Carlos Ghosn Takes Charge, Redesigning Nissan (B): Leading Change, Nissan's U-Turn: 1999-2001
    In 1999, when Renault agreed to throw a financial lifeline to a floundering Nissan, many observers predicted an ugly crash. Yet in just over two years, Nissan was in a sufficiently strong position to be able to return the favour to Renault. This case series explores how that remarkable turnaround was achieved.

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