All cases
April 2019
Yulife: Redefining Life Insurance
By Julian Birkinshaw, Ken Mark
Yulife is a digital-first life insurance and rewards company that is seeking to disrupt the centuries-old life insurance market. Its founders are a combination of insurance industry veterans and executives in finance, wealth management and gaming. The challenge the company faces is that it cannot go...
March 2019
ENGIE’s GEM business unit: Towards a new way of working
By Julian Birkinshaw, Ken Mark
The case is set in early 2019. Edouard Neviaski is CEO of the Global Energy Markets (GEM) division of Engie, a very large French energy company. He has been pushing a major programme of change over the previous three years and is considering the next steps: how to maintain momentum, what additional ...
November 2019
Trip4real: Negotiating Series A
By Luisa Alemany, Carlos Trenchs, Lourdes Urriolagoitia, Suzanne Jenkins
On 25 March 2014, Trip4real founder Gloria Molins was on her way to Barcelona airport, where she and her small but passionate and audacious team would meet up and fly to San Francisco to pitch Airbnb’s co-founders on a partnership, when her phone buzzed. She had received a term sheet proposal for ...
January 2019
Brand Valuation: What, How and Why?
By Nader Tavassoli
As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her CEO gave for the valuation exercise was to better understand “this strange animal c...
October 2019
Ferrari: Strategy in Transition
By Stefano Turconi
Set in January 2018, the case presents the situation facing Ferrari Chairman and CEO Sergio Marchionne as he considers the future of the septuagenarian racing and luxury performance car company. During his tenure, Marchionne steered Ferrari onto a trajectory of sustained profitable growth. He split ...