Strategy

April 2024

The Transformation of Digital China: Harnessing the Potential of Data, Cloud and AI

By Julian Birkinshaw, Dickie Liang-Hong Ke

The case, set in 2024, describes the transformation of Digital China, a large IT services company in China that had grown proactively and ambitiously into new digital services, including artificial intelligence (AI). The case briefly describes the company’s background so we can see how it has evol...

April 2024

Up in the air: Dubai’s air-taxi service

By Aharon Cohen Mohliver, Nick Mickshik

The case describes the air-taxi industry at the end of 2023 as many companies vied to join the “eVTOL revolution”: in January 2022 the Vertical Flight Society listed 600 designs from nearly 350 companies and innovators worldwide, although only about two dozen of the 600 concepts had made it to t...

April 2024

From hype to disillusionment: Metaverse’s rise, apparent fall and green shoots

By Michael Jacobides, Katie Round, Francois Candelon

This case study critically examines the evolution of the metaverse, interrogating its ascendancy, its perceived decline and the nascent indicators of its resurgence. Beginning with the concept’s origins in science fiction, it tracks the metaverse’s evolution through advancements in gaming and th...

April 2024

From adversity to leadership: Tanla Platforms’ journey to becoming India’s SaaS titan

By Florin Vasvari

The outlook for Tanla Platforms was notably positive. It was January 2024 and the Hyderabad-based SaaS firm had reported a 20.3% year-on-year rise in net profit for the October-December quarter of 2023 over the same quarter of the previous fiscal year. Additionally, Tanla had recently announced its ...

February 2024

Digital Dubai: Making Dubai the Digital Capital of the World

By Julian Birkinshaw, Neil King

When the Dubai Government announced in 2021 that it had processed its last-ever paper transaction, becoming the first government in the world to go paperless, it completed a 20-year journey of digital transformation that changed people’s lives across the emirate fundamentally. Since launching i...

December 2023

citizenM: Radical innovation in the hotel industry (Chinese language)

By Freek Vermeulen

In 2008, a group of five entrepreneurs and executives teamed up to launch an innovative hotel chain into what seemed like a highly competitive industry. Rattan Chadha, the founder of fashion company MEXX and Michael Levie, a hotel industry veteran, teamed up with Hans Meyer, a hotel development spec...

September 2023

Desso (B): Going Forward (Portuguese language)

By Ioannis Ioannou, Amandine Ody-Brasier

This is part of a case series. This case describes the strategic transformation of DESSO, a Dutch manufacturer of carpet tiles and flooring solutions. The first part of the case describes the difficult situation in which the company found itself in the early 2000s, following a series of changes in o...

September 2023

Desso (A): Taking on the Sustainability Challenge (Portuguese language)

By Ioannis Ioannou, Amandine Ody-Brasier

This is part of a case series. This case describes the strategic transformation of DESSO, a Dutch manufacturer of carpet tiles and flooring solutions. The first part of the case describes the difficult situation in which the company found itself in the early 2000s, following a series of changes in o...

October 2023

De Beers: Reverse-disrupting the Diamond Industry

By Stefano Turconi, Thomas Horton, Minerva Rojanapenkul

Set in September 2018, the case describes De Beers’ attempt to halt the escalating disruption to its core business posed by diamonds grown in laboratories. Since its inception over a century ago, De Beers had created and nurtured the perception of diamonds as rare objects and exclusive symbols of ...

October 2023

Gucci in the Metaverse

By Stefano Turconi, Umberto Lobina

Set in April 2022, the case chronicles how Kering-owned luxury-fashion house Gucci underwent a comprehensive creative and cultural transformation, making it more inclusive, agile and digital. Faced with the emergence of the metaverse, Gucci decided to take the lead, bargaining that a test-and-learn ...