Latest cases

November 2020

Twisterden Pricing a go-to-market strategy

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…