Case Studies: Services

  • Hulu, To Be Or Not To Be Photo

    Hulu, To Be Or Not To Be

    Rama Oruganti T'09, Alva H. Taylor
    Length: 24 pages
    Publication date: 2009
    Case#: 6-0030

    Los Angeles-based Hulu.com had finished 2008 with impressive growth in both viewership and market visibility. The video portal startup, established in 2007 with the backing of NBC Universal and News Corp., had 227 million video views and had become the sixth most-visited online video web site. Popular media had taken notice and prominently featured the company. Even the harshest Hulu skeptics, like Michael Arrington of the popular TechCrunch blog, acknowledged its success. But Jason Kilar, the CEO, was cautious about the future. This case examines the explosive growth of Internet TV and potential for significant change in a well established industry. 

    *Teaching Note Unavailable; Please Request Supplemental Readings Below via "Request Teaching Note"*

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    Topics: Product Development, Services

    Industry: Media

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  • Enhancing Service at Southwest Airlines Photo

    Enhancing Service at Southwest Airlines

    M. Eric Johnson, Joseph M. Hall
    Length: 14 pages
    Publication date: 2009
    Case#: 6-0031

    Scarcely five years at the helm of Southwest Airlines, CEO Gary Kelly was navigating the high-flying airline through the downturn of 2009. By focusing on simplicity and keeping costs low, Southwest had posted profits in every year for over three decades and had grown to be the fifth largest U.S. carrier. Kelly was faced with maintaining those low costs while readying the airline for growth when passengers returned. Looking to enhance its value proposition, he was considering a number of service refinements including satellite- based WiFi Internet, more extensive wine and coffee service, and even new international alliances with foreign carriers. In each case, the offering would be scrutinized to see if it fit within the Southwest strategy and its legendary operating model. 

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    "Reframing Your Business Equation," Strategy + Business, 2009
    Enhancing Service at Southwest Case (in Mandarin)

    Topics: Services

    Industry: Transporation

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  • Information Risk Analysis at Jefford’s Photo

    Information Risk Analysis at Jefford’s

    Hans Brechbühl, Chris Dunning, Stephen G. Powell
    Length: 8 pages
    Publication date: 2008
    Case#: 6-0029

    Jefford's faces several information security threats and must decide which risks to mitigate and at what cost. Headquartered in the U.S., Jefford's, a fictitious Fortune 500 company, is growing rapidly with much of the expansion coming in emerging markets. They face numerous risk management decisions, including how to mitigate problems with stolen/lost laptops, malware, fraudulent website transactions and protection of personally identifiable employee data. This case can serve as a good basis for a discussion on information security and risk management approaches. In Part B, the case provides detailed data on which to do a cost/benefit analysis, and with the help of the teaching note, creates a robust Monte Carlo simulation using Excel and Crystal Ball or similar software. 

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    Topics: Information Technology, Product Development, Services

    Industry: Electronic Controls

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  • Aligning the Supply Chain Photo

    Aligning the Supply Chain

    Laura R. Kopczak, M. Eric Johnson
    Length: 17 pages
    Publication date: 2006
    Case#: 6-0024

    Align Technology, makers of the highly successful orthodontic treatment Invisalign, was in the midst of a transition from a start-up venture to an established firm. With customer orders stepping up, Align outlined a multi-million dollar IT investment for a new execution system that would address the growing complexity of managing its multi-country operations. This case study examines the challenges of manufacturing a mass customization product and the business case behind Align's investment in a new enterprise information system to automate its supply chain. 

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    Topics: Manufacturing, Services, Supply Chain

    Industry: Medical Devices

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  • The Day McDonald’s Blinked Photo

    The Day McDonald’s Blinked

    M. Eric Johnson, David F. Pyke, Anita Warren
    Length: 16 pages
    Publication date: 2006
    Case#: 1-0049

    The 50-year battle between fast food giants McDonald's and Burger King had been waged around two competing concepts. McDonald's aimed to be the world's best quick service restaurant experience, providing quality, service, and value. Meanwhile, Burger King based its strategy around customer satisfaction through flexibility. When McDonald's launched the "Made for You" campaign, it was a direct challenge to Burger King's long-standing strategy. 

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    Topics: Services

    Industry: Fast Food

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  • PERI Photo

    PERI

    Hans Brechbühl, (with Yiorgos Bakamitsos)
    Length: 10 pages (plus appendices)
    Publication date: 2003
    Case#: 6-0019

    The international market leader in an increasingly important product and service segment of the construction industry, PERI faced key decisions on updating and automating key processes. This case offers the opportunity for in-depth discussion on where a bricks-and-mortar company should place its IT bets for the future.

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    Topics: Information Technology, Manufacturing, Marketing, Services, Supply Chain

    Industry: Construction

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  • McGraw Hill: GradeSummit Photo

    McGraw Hill: GradeSummit

    Yiorgos BakamitsosEvelyn Hsia T'02, Hans Brechbühl
    Length: 30 pages
    Publication date: 2003
    Case#: 6-0018

    This case outlines the interesting challenges McGraw Hill faced in launching an online testing and assessment product for higher education. It offers the opportunity for in-depth discussion on new product development, product/service bundling, channel management, and value networks.

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    Topics: Innovation, Marketing, Services

    Industry: Publishing

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  • Yantra and ChemPoint: Extraprise Management in the Specialty Chemical Industry Photo

    Yantra and ChemPoint: Extraprise Management in the Specialty Chemical Industry

    Jesse Johnson T'02, under the supervision of Professor M. Eric Johnson
    Length: 17 pages
    Publication date: 2002
    Case#: 6-0003

    With no existing solution that could provide all their needs, ChemPoint selected vendors that offered a balance of functionality, speed, and cost, which fit their Internet focus and start-up financing. Yantra's software PureEcommerce was integral to this "best-of-breed" technology solution. With a powerful system in place, ChemPoint was rapidly executing their plan to build a farreaching network of chemical suppliers and customers.

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    Topics: Services, Supply Chain

    Industry: Chemicals

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  • EMC: Creating a Storage-Centric World Photo

    EMC: Creating a Storage-Centric World

    Jonathan Kwoh T'02, under the supervision of Visiting Professor Melissa M. Appleyard
    Length: 7 pages
    Publication date: 2002
    Case#: 6-0009

    While able to navigate technical and business roadblocks throughout the prior decade, by 2002, EMC Corporation faced a new set of challenges to its business model. This new set of challenges included the rise of distributed networking, whereby storage would become less centralized, in addition to the precipitous fall in demand due to the slowing global economy. Could EMC rely on its secrets for success from the past to propel its growth well into the future?

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    Topics: Services

    Industry: Computer

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  • Cisco Systems (A): Evolution to e-Business Photo

    Cisco Systems (A): Evolution to e-Business

    Philip Anderson, Vijay Govindarajan, Chris Trimble, Katrina Veerman T'01
    Length: 25 pages
    Publication date: 2001
    Case#: 1-0001

    Cisco Systems prides itself as an "end-to-end networking company." The phrase describes not only their product line but the way they run their business. They created many of the e-business practices that later became cornerstones of the software packages used throughout industry to make businesses more efficient. This case reviews their accomplishments and their method.

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    Topics: Information Technology, Innovation, Product Development, Services

    Industry: Network Hardware

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  • Simon & Schuster Photo

    Simon & Schuster

    Richard A. D'Aveni, Fred Wainwright T'02
    Length: 48 pages
    Publication date: 2001
    Case#: 6-0004

    In July of 2000, Simon & Schuster (S&S), one of the world's preeminent publishers of consumer books, agreed to a long-term strategic alliance with Lightning Source, a digital fulfillment service owned by Ingram Book Company. This alliance would include digital file conversion, digital rights management, e-book delivery to various devices and on-demand printing. 

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    Topics: Innovation, Services

    Industry: Publishing

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  • Electronic Trading Systems and Fixed Income Markets Photo

    Electronic Trading Systems and Fixed Income Markets

    Richard A. D'Aveni, Jonathan Joys T'02
    Length: 23 pages
    Publication date: 2001
    Case#: 6-0006

    Electronic trading systems have only recently begun to account for measurable levels of the $88 trillion in annual trading volume in the US fixed income market. The fixed income markets' adoption of the Internet represents a significant shift in power. The principal advantages are: (1) greater availability and speed of information, (2) the possibility of direct trading between investors, (3) reduced cost and errors in processing transactions, and (4) increased speed of execution. It also improves liquidity by providing the smaller investors (below the top 200) access to markets and transactions from which they were previously locked out.

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    Topics: Services

    Industry: Finance

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  • Participate.com Photo

    Participate.com


    Publication date: 2001
    Case#: 6-0002

    Participate.com views itself as a leader in the provision of outsourced community management services. Their CEO, Alan Warms, believes they have gained leadership position because they are number one in market revenues, they service a set of prestigious customers, they have the most experience in the community space, and they have intellectual capital and proprietary research. He knows too, that the difference between success and failure in online communities is about management and process, not just good technology. Now they are entering a phase in which they have to prove that their business model will sustain the high growth and profitability expected by investors. Can they add enough value to existing services and create new ones to reach their all-important revenue goals?

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    Topics: Innovation, Services

    Industry: Consulting

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  • Experience.com, Inc. Photo

    Experience.com, Inc.

    Alva H. Taylor, Phil Anderson, Lloyd Baskin T'01
    Length: 18 pages
    Publication date: 2001
    Case#: 6-0001

    The cornerstone of the recruiting solutions company Experience.com, Inc. had always been its relationships with college career centers: they worked with over 500 schools and 150 of these relationships were exclusive. In 2001, with the Monster/Jobtrak merger stepping up the competition, Experience.com began looking for a partner, primarily to leverage another firms' resources, including established sales forces and connections with employers.

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    Topics: Innovation, Services

    Industry: Career Consulting

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