All cases
November 2020
Twisterden Pricing a go-to-market strategy – Compact Case
By Marco Bertini, Oded Koenigsberg
English wine has come a long way. In Britain, sweet and poorer quality wines dominated the palates of the 1970s, when domestic producers were almost nowhere to be seen. Today, the range of wine available…
November 2020
Protean Electric: Innovation upon innovation
By David Arnold
The case is intended as a vehicle for analysis of the challenges involved in launching an innovative product. It is set against the background of the wave of innovation in the vehicle market, as manufacturers…
October 2020
The Marketing Process – Background Note
By Nader Tavassoli
The Chartered Institute of Marketing in the UK defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” 1 This note describes the marketing process…
October 2020
Brand Value and Valuation – Technical Note
By Nader Tavassoli
Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets emerged in the 1980s, when brands were first capitalized on post-M&A balance sheets. Brands are…
October 2020
COVID-19: Pret a Manger’s Fight for Survival
By Nader Tavassoli, Jessica Spungin
The case describes how Pret a Manger—a London casual-dining institution—was significantly adversely impacted by the COVID-19 pandemic, and how they tried to pivot by launching several business experiments in fast succession. The long-term outcome of…