Business Case Studies & Business Publications

GidaExpress: Grocery Delivery in Turkey

Yildiz, Ozlem, Gol...

Case

GidaExpress: Grocery Delivery in Turkey

Yildiz, Ozlem; Goldberg, Rebecca; Stouras, Kostas; Weiss, Elliott N.

OM-1635 | Published December 3, 2019 | 9 pages Case

Collection: Darden School of Business

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Product Details

This fictional, international case explores online delivery models through the voices of two female protagonists: Melis Aydin, COO, who is from Turkey; and Athena Galini, CEO, who is from Greece. They have recently begun an online grocery-delivery (OGD) service called GidaExpress (i.e., Express Food) by closing on a TRY300,000 low-interest loan and entering a start-up incubator in Istanbul, Turkey. Aydin and Galani are evaluating three models for hiring drivers—all full-time employees who can be trained (and perhaps provide more consistent and higher-quality customer service); all independent workers who are paid a wage rate that escalates in order to meet demand; or a hybrid of the two. This story allows for a discussion of the strategic trade-offs between investing in a full-time workforce and sourcing independent workers of unknown quality using a fluctuating wage rate, and how these decisions impact the ability of the business to deliver on the value proposition.