All cases

November 2021

MOVE Guides (C)

By John Mullins, Tiffany Putimahtama

Having decided to go where her customers wanted to take her, CEO Brynne Kennedy had led MOVE Guides into the managed-moves market segment, in addition to the lump-sum moves segment that had given her company its start. By any measure, the company had grown: in top-line revenue, in head count, and (t...

November 2021

MOVE Guides (B)

By John Mullins, Tiffany Putimahtama

It was August 2014. The MOVE Guides team had successfully converted two of their initial pilot clients into paying customers whose employees were delighted with the company’s support of their moves.  Brynne Kennedy and her team were successfully closing a couple of additional lump-sum clients reg...

November 2021

MOVE Guides (A)

By John Mullins, Tiffany Putimahtama

It was a crisp autumn day in London in 2012. Brynne Kennedy and Steve Black, the co-founders of MOVE Guides, were huddling with their lead software developer, Peter Almasi, and their lead angel investor, Kevin Eyres. Their fledgling business had come a long way since its July launch, with pilot prog...

August 2021

Natura &Co: Sustainability at Scale

By Stefano Turconi, Pranjal Singh, Rui Wang

Established in 1969 as a cosmetics lab in the city of São Paulo, Natura grew briskly over the ensuing decades and by 2004 it had become Brazil’s largest beauty company. Unlike its competitors, Natura was built on the principle of reconciling socioecological sustainability with value creation. Dur...

October 2021

The European Super League

By Chris Voss, Fabio Puntillo

This case study describes the situation three days after the ill-fated launch of the European Super League (ESL). It can be used in a number of ways. This includes exploring the differences between US sports business models and those of European football; the strategy of the ESL and the possible mis...