Global
August 2023
Stepping out of lockdown: Launching a footwear brand during a pandemic
By Claudia Yoshinaga, Elisa Larroudé, John Mullins
Marina Larroudé stared glumly at all the crossings out on the proposed boots order for the autumn collection. Her husband Ricardo wanted to cut her suggestions by nearly half – in models, colours and quantities. Their fledgling shoe business had begun to a promising buzz a few months ago, but las...
September 2023
Red Bull Spreads its Wiiings (Russian language)
By Nader Tavassoli
Thirty-five years after its founding, the Red Bull energy drinks business continued to show strong growth globally. Over the years, the company had expanded its product line with different variants, such as sugar-free and flavoured Editions. More recently, the company had launched a sub-branded The ...
February 2023
Lynda Weinman
By John Mullins
Lynda Weinman and her husband Bruce Heavin had built a modest but thriving training business, focused on teaching users how to put the latest digital graphic design tools, such as Photoshop and Illustrator, to work. Having survived a difficult period following the terrorist attacks in New York City ...
October 2022
The Strategic Transformation of Royal Philips
By Freek Vermeulen, Ronald de Jong
In April 2011, Dutch multinational Royal Philips, one of the most iconic companies in the country, decided to disrupt itself and transform from a diversified industrial conglomerate to a focused player in Health Technology. The case describes the first decade (2011-2021) of the strategic transformat...
September 2022
Red Bull Spreads its Wiiings
By Nader Tavassoli
Thirty-five years after its founding, the Red Bull energy drinks business continued to show strong growth globally. Over the years, the company had expanded its product line with different variants, such as sugar-free and flavoured Editions. More recently, the company had launched a sub-branded The ...
November 2021
Patrick McGinnis
By John Mullins, Jeremy Hughes, Tiffany Putimahtama
The case analyses the scenario facing Paddy McGiness, the sole founder of Breathe coffee shop in Hays, Kansas, as he seeks to launch his new business without seeking any external financing. The case explores the various mindsets that characterise many entrepreneurs and uses Mullins' texts 'The Count...
November 2021
Pass the Keys (B)
By John Mullins
The past year, 2019, had been an exhilarating one for Alex Lyakhotskiy and his team. Buoyed by a new franchise model that was working well for opening new cities, alongside better execution in some of the company’s existing cities, Pass the Keys’ growth had accelerated. Happily, it was looking l...
November 2021
Pass the Keys (A)
By John Mullins
It was a cold, blustery February morning in 2019. Pass the Keys co-founders Alex Lyakhotskiy and Zoe Vu were reflecting with their team on the three and a half years that their fast-growing company had been in business. “We’re now managing 480 properties in nine cities across the UK. Most of our...
March 2012
Carnival Corporation: The P&O Princess Acquisition (A)
By Donald Sull, Stefano Turconi, Barbara Muckermann
Set in January 2002, this case examines the three-way takeover battle for cruise industry dominance involving Carnival, P&O Princess and Royal Caribbean. It also documents the evolution of the modern cruise industry and the competitive dynamics that led to momentous consolidation. After secret m...
March 2012
Carnival Corporation: The P&O Princess Acquisition (B)
By Donald Sull, Stefano Turconi, Barbara Muckermann
Set in January 2002, this case examines the three-way takeover battle for cruise industry dominance involving Carnival, P&O Princess and Royal Caribbean. It also documents the evolution of the modern cruise industry and the competitive dynamics that led to momentous consolidation. After secret m...