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Backcountry.com and Leveraging Data Analytics
Backcountry.com and Leveraging Data Analytics
This field-based case follows Chris Purkey, the senior vice president of sales and customer service at Backcountry.com, in his journey to use data analytics to improve customer engagement in the outdoor products retailer. Sales staff at Backcountry.com are affectionately known as Gearheads, a nod to their knowledge about the outdoor gear the company sold. For Purkey, the customer relationship is e
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Marriott International: Hospitality’s Uncertain Future
Marriott International: Hospitality’s Uncertain Future
When industry conditions are disrupted, planning for the future can be difficult. For instance, the COVID-19 pandemic had a profound impact on the hospitality industry, not only depressing demand during the height of the crisis but also holding implications going forward for hotel demand in a future “new normal.” How can mature, established organizations rethink their business models when circumst
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Streaming the Future: Netflix's Global Expansion
Streaming the Future: Netflix's Global Expansion
In a rapidly changing and technologically emerging industry like on-demand streaming video, there are a number of strategic choices to be made. For instance, strategies can involve choices about hosting infrastructure, consumer pricing, and other issues related to a streaming service’s business model. In order to achieve global competitiveness, however, some of those choices also involve internati
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Uber: The Turbulent Rise of “Everyone’s Private Driver”
Uber: The Turbulent Rise of “Everyone’s Private Driver”
The meteoric rise of ride-sharing firm Uber illustrates how gig-economy firms can grow to prominence and disrupt older, mature industries. Yet Uber's trajectory has also been rife with nontrivial tensions and controversies. The company has struggled with labor issues for drivers, safety issues for riders, cultural issues for employees, and external costs imposed on communities. How do these fricti
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Shiftsmart: Redefining Job Access and Labor Management
Shiftsmart: Redefining Job Access and Labor Management
In January 2022, CEO Aakash Kumar was feeling very good, indeed. Shiftsmart, the company he had cofounded in 2016, was experiencing exhilarating success, as his message about the future of work was gaining more and more followers. Through its proprietary platform, Shiftsmart enabled large enterprises and government agencies to fractionalize traditional jobs into shifts, which unlocked a larger sup
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Children’s HeartLink: Reducing Health Care Disparities in LM...
Children’s HeartLink: Reducing Health Care Disparities in LMICs
As the country director for Children’s HeartLink (CHL), an international medical nongovernmental organization, Adriana Dobrzycka was reviewing the draft of the 2021 annual report—and dreaming big. CHL existed for the sole purpose of providing high-quality surgical care to children in low- and middle-income countries (LMICs) who suffered from a common, and often deadly, birth defect called congenit
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CEMEX in Egypt: Global Best Practices, or Country-Specific A...
CEMEX in Egypt: Global Best Practices, or Country-Specific Acumen?
Rising executive Samantha Park is enrolled in an executive development program meant to prepare her for a new overseas leadership role. In a class on "global best practices," Park listens attentively as seasoned international businessman José Llontop describes his experience spearheading global construction-materials company CEMEX's move into the newly denationalized Egyptian cement market of the
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Charts in the Time of Cholera: Saving Lives with Data Visual...
Charts in the Time of Cholera: Saving Lives with Data Visualizations
With COVID-19 the most recent reminder, pandemics have plagued humankind for much of recorded history. Cholera killed millions around the world in the 19th century, and there were three major cholera epidemics in the United Kingdom. Like modern data scientists in medical fields, 19th-century proponents of data science used data and visualizations to investigate the causes of cholera, suggest preve
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Mastercard: Getting in League with Legends
Mastercard: Getting in League with Legends
This field-based case uses one of Mastercard’s brand transformation strategies, curating passion-led experiences, to set the stage for analysis of sponsorships and promotion marketing. The company had a long relationship sponsoring sports and kept track of the growth and scale of various sports and those who were passionate about them. At the time, esports was a new kind of entertainment and sport
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Nintendo and the Future of Video Gaming
Nintendo and the Future of Video Gaming
The evolution of the video game console industry illustrates how industry dynamics can shift and change over time, as different phases of the competitive lifecycle place different demands upon firms. Historically, different generations of video game console competition illustrate how different strategies have become dominant at different times. All these insights have implications for future strat
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Billie Jean King: Serving Up Leadership
Billie Jean King: Serving Up Leadership
Throughout a lifetime of athletic success, hard work, high visibility, and professional and personal challenges both on and off the tennis court, Billie Jean King, an icon of professional tennis, business, and activism, remained deeply committed to gender equality, social parity, and justice. King had fought many battles, overcome many challenges, and knocked down barriers in the sports world and
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ZS Associates: Refilling the Pipeline
ZS Associates: Refilling the Pipeline
ZS Associates, a global consultancy, has been hired by the head of marketing at the global pharmaceutical firm Rensselaer to identify a promising strategy to protect and grow Rensselaer’s oncology business. Currently, Rensselaer is a large player in the market, but its intention is to grow this business into the “largest” in the industry within the next decade. Combined with this long-term ambitio
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