Latest cases
February 2023
Cree (C)
By John Mullins, Elizabeth Philp
Another four years had passed, and it was now April 2018. After two attempts to shut down the venture totally, Hubert Rhomberg’s father Walter-Heinz presented Hubert with an opportunity to buy their cash-burning company, CREE, for €1. CREE had been “his baby” for the better part of a decade,...
February 2023
Cree (B)
By John Mullins, Elizabeth Philp
After having been spun out of the family business, CREE’s progress had been disappointing, to say the least. Despite the fact that two towers had been built using CREE’s innovative approach, and to considerable acclaim, it was proving difficult to sell additional projects. The result was that CR...
February 2023
Cree (A)
By John Mullins, Elizabeth Philp
Hubert Rhomberg was contemplating the wall of photographs at the entrance to the headquarters of his family business, Rhomberg. They showed the history of the company and his forefathers. With such rich heritage, should he really be pushing for innovation so strongly? But if he didn’t, he would be...
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 ...