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Case Studies

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Most Recent Case Studies

  1. Consistency Drives Success at Telus
    The Canadian telecom giant transformed its business by adopting a clear, stable approach to strategy and culture.

  2. How Adidas Found Its Second Wind
    The sportswear giant’s embrace of its heritage shows how reconnecting with the past can inspire a company’s future.

  3. Warby Parker Sees the Future of Retail
    I spent more than three months embedded within Warby Parker to try to understand the making of this made-on-the-Internet brand. Among other things, I watched employees decide on frames for their winter season, wrestle with the nuances of their burgeoning retail strategy, and obsessively plan an employee ping-pong tournament. How, I asked—in meetings and during presentations in New York and over martinis in Los Angeles—have … [ Read more ]

  4. How Japan’s Line App Became A Culture-Changing, Revenue-Generating Phenomenon
    It’s already a powerhouse in messaging, entertainment, and merchandise, with payments and more on the way. Next stop: America.

  5. The Inside Story Behind the Unlikely Rise of Airbnb
    In 2007 Brian Chesky and Joe Gebbia were broke and looking to raise money to make their rent in San Francisco. They decided to rent out air mattresses in their apartment to attendees of a conference because all the hotels were booked. They called their service “Air Bed and Breakfast.” In a few years, this small experiment would create the hotel industry disruptor Airbnb. The … [ Read more ]

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 … [ Read more ]

  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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