Marketing of the dark: “Memento Park” in Budapest

2011 ◽  
Vol 1 (4) ◽  
pp. 1-10 ◽  
Author(s):  
Brent McKenzie
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Business Management ◽  
Subject Area ◽  
Business Enterprise ◽  
Iron Curtain ◽  
Value Proposition ◽  
Content Type ◽  
Sustainable Advantage ◽  
Target Consumer

TitleMarketing of the dark: “Memento Park” in Budapest.Subject areaMarketing strategy; services marketing; tourism.Study level/applicabilityUpper year undergraduate business/management, MBA, marketing/international business.Case overviewMemento Park is a large open air museum on the outskirts of Budapest, that houses statues, and related ephemera related to the communist period in Hungary. The park opened in 1993, four years after Hungary had shaken off its yolk of communism as part of the Iron Curtain, in 1989. This case presents a classic example of a business enterprise that sprang from a concept and access to inexpensive materials directly resulting form a changing external environment. The case presents the issues involved in making Memento Park a sustainable part of the Budapest tourist experience.Expected learning outcomesThis case challenges students to decide how best to determine a sustainable advantage. Arguably the value proposition that is being offered by Memento Park has a number of identifiable benefits to the target consumer. It is not replicable (at least in Hungary), has a truly unique content, and does not have large fixed or variable costs in terms of operations. The question is how to best develop a plan of attack for such a firm?Supplementary materialsTeaching notes.

The Snow Festival: what went wrong?

2016 ◽  
Vol 6 (1) ◽  
pp. 1-10
Author(s):  
Pajaree Ackaradejruangsri
Keyword(s):  
Decision Making ◽  
Problem Solving ◽  
Environmental Impact ◽  
Learning Outcomes ◽  
International Business ◽  
Potential Problem ◽  
Business Management ◽  
Health And Safety ◽  
Subject Area ◽  
Content Type

Subject area Strategic and Business Management. Study level/applicability Sophomore level. Case overview This case is about unexpected incident at a Snow Festival, Plearn Park Thailand. Despite a great number of visitors, many serious concerns were raised, particularly the health and safety of people and the environmental impact of the fake snow. Mr Sun and his team tried their very best to address and solve the concerns. But no matter what actions were taken, the concerns and anxieties still remained. As the founder of Plearn Park, Sun decided to end the event. But still he could not get over it. He thought over and over, “what really went wrong with the Snow Festival?” Expected learning outcomes This case offers a rich context for examining the situation, analyzing the cause of the problem, evaluating the decision and exploring the potential problem with an aim to enhance students’ skills in problem-solving and decision-making through an actual incident in a larger environment. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 5: International Business.

Kevin Otieno-Onyango: business and technology dilemma (A)

2013 ◽  
Vol 3 (7) ◽  
pp. 1-7 ◽  
Author(s):  
Freddie Acosta ◽  
Arlene Acosta
Keyword(s):  
Learning Outcomes ◽  
Indirect Effects ◽  
Social Impact ◽  
Subject Area ◽  
Business Enterprise ◽  
Financial Difficulty ◽  
Access To Services ◽  
Business Policy ◽  
Content Type ◽  
The Social

Subject area Business ethics, entrepreneurship, ICT. Study level/applicability Undergraduate, MBA, MSIT. Case overview The dilemma could be described something like: “I want to do an honest business in order to alleviate somewhat the financial difficulty of my family […] yet my pursuit impacts negatively on my immediate customers”. This is a case of the morality of actions with indirect effects (non-intentional effects). Expected learning outcomes Understand actions with double effects, formulate business policy to regulate access to services, appreciate the challenges of starting a business enterprise, understand the social impact of ICT. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Azza and her ARJMST brand: which way forward?

2018 ◽  
Vol 8 (1) ◽  
pp. 1-17
Author(s):  
Fauzia Jabeen ◽  
Marios Katsioloudes ◽  
Syed Zamberi Bin Ahmad ◽  
Mohamed Behery
Keyword(s):  
Strategic Management ◽  
United Arab Emirates ◽  
International Business ◽  
Business Strategy ◽  
Business Management ◽  
Secondary Data ◽  
Subject Area ◽  
Great Success ◽  
Content Type ◽  
Female Entrepreneur

Subject area Entrepreneurship and/or Strategic management/International Business Management. Study level/applicability This case is intended for teaching entrepreneurship/Strategic management/International Business Courses at the undergraduate level. Case overview This is a field-researched case about a budding Emirati female entrepreneur “Azza Al Qubaisi” who established the ARJMST Jewelry brand in Abu Dhabi, United Arab Emirates (UAE). The ARJMST brand, a UAE-based jewelry design and art pioneer company in the local art and craft is one of the most popular jewelry brands in the United Arab Emirates. Azza, the entrepreneur faces many challenges and hurdles if she is to successfully sustain her business in the long term. She is considering what her next step ought to be in light of the competition. Should she expand? If yes, where and how? This case will enable students to critically think about the various issues and reach a decision based on the facts provided. The case is based on primary and secondary data collection and has been tested in an International Business Management class at BBA level, with great success. Expected learning outcomes This case study illustrates the journey of an Emirati female entrepreneur who uses simple things in a creative way to build a business. The case will help the students to identify the start up motivation and evaluate the business strategy for further growth. This will also enable the students to critically think about the various factors and reach a decision based on the facts provided. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 3: Entrepreneurship.

Uncertainties in business environment – political exigencies versus economic realities: the saga of Zimbabwe Iron & Steel Company (ZISCO)

2012 ◽  
Vol 2 (8) ◽  
pp. 1-6
Author(s):  
Gaurav Tripathi ◽  
M. Durgamohan
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Business Environment ◽  
Subject Area ◽  
Steel Company ◽  
Political Factors ◽  
Content Type ◽  
Cross Border ◽  
Sub Saharan

Subject area The political and economic environment of business. Study level/applicability The case is suitable for students of MBA and equivalent courses; courses on the international business environment, international marketing and related subjects. Case overview The case focuses on cross border acquisitions in the sub-Saharan economy of Zimbabwe. It discusses Essar Steel's attempt to acquire a stake in Zimbabwe Iron & Steel Company (ZISCO) with long term goals. However, recent political developments have led to the situation hanging by a thread. The case attempts to provide an overview of the complex business environment in Zimbabwe. Expected learning outcomes Students are expected to highlight the economic and political factors during the analysis of any country's business environment. Supplementary materials Teaching notes are available; please contact your librarian for access.

TARA Trade: a marketing challenge in Lebanon

2013 ◽  
Vol 3 (4) ◽  
pp. 1-7
Author(s):  
Gina Vega ◽  
Nisreen Bahnan
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Family Business ◽  
Subject Area ◽  
Business Practices ◽  
Content Type ◽  
The World ◽  
Political Unrest ◽  
E Mail ◽  
Student Audience

Title – TARA Trade: a marketing challenge in Lebanon. Subject area – Family Business, Entrepreneurship, International Business and Marketing. Study level/applicability – This case is intended for an undergraduate business student audience in courses dealing with Entrepreneurship, Family Business, International Business and Marketing Case overview – TARA Trade, a Lebanese souvenir-item designer and distributor owned by two brothers, was facing hostile competition. The partners who operated the business from two different continents had to deal with multiple threats to maintain their market position in a region of the world riddled with political unrest, regulatory chaos and idiosyncratic (distinctive) socio-cultural business practices. Expected learning outcomes – Students are challenged to identify solutions to the marketing concerns and analyse the partnership issues faced by the international ownership/management of the business. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail: [email protected] to request teaching notes.

PepsiCo MEA: the role of packaging in brand activation

2015 ◽  
Vol 5 (3) ◽  
pp. 1-12
Author(s):  
Melodena Stephens Balakrishnan
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Business Strategy ◽  
Consumer Behaviour ◽  
Subject Area ◽  
Master's Students ◽  
Content Type ◽  
Advertising Industry ◽  
Business Practitioners

Subject area Marketing, International Business, Strategy, Packaging, Promotion. Study level/applicability Graduate students. Case overview This case is recommended to master's students studying consumer behaviour, products strategy, brand activation and international business. Practitioners in the food industry, design and advertising industry may also find this case interesting. Policymakers looking at mobility of products across borders may also consider this case interesting. Expected learning outcomes This paper explains the role of packaging in brand and product strategy; describes how packaging can give a competitive advantage in the fast-moving consumer goods category; relates consumer insights to strategy using packaging to achieve market objectives like penetration, market share increase, engagement and loyalty. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Historical investment at the Budapest Zoo

2018 ◽  
Vol 8 (3) ◽  
pp. 1-14
Author(s):  
Zoltan Bakonyi
Keyword(s):  
Learning Outcomes ◽  
Value Creation ◽  
Subject Area ◽  
Operating Costs ◽  
Pricing Strategy ◽  
Value Proposition ◽  
Land Area ◽  
Content Type ◽  
Unique Experience

Subject area Strategic management. Study level/applicability MBA, or master students studying management. Case overview This case study is about the Budapest Zoo, which is going to implement a 25bn HUF (US$86.8m) investment which will increase its land area by 50 per cent. With this project one of the most modern zoo buildings in Europe will be opened, called “Biodome”. This, 36-meter-high, 1.7 ha building will provide unique experience for the visitors, but on the other hand, the Biodome will increase the operating costs of the zoo (according to some estimations the costs can rise by 50 per cent). Albeit, the Biodome will open in 2019, some parts of the development will be ready by next year; therefore, the zoo should have a clear strategy in a few months. Expected learning outcomes The main aim of this case is to demonstrate the importance of positioning in strategy and value creation. It starts with the identification of the most valuable customer segments, after that it helps to describe the value proposition to each segments and finally it suggest a pricing strategy for each part of the zoo. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 11: Strategy.

Whom to please: the government or the company? A case study of Ayla Hotels and Resorts in Djibouti, East Africa

2019 ◽  
Vol 9 (3) ◽  
pp. 1-14
Author(s):  
Doa'a Darwish ◽  
Syed Zamberi Ahmad
Keyword(s):  
Human Resources ◽  
Learning Outcomes ◽  
International Business ◽  
Business Strategy ◽  
Human Resources Management ◽  
Business Management ◽  
Business Administration ◽  
Global Business ◽  
Content Type ◽  
Resources Management

Subject area International Business Management, Global Business Strategy and Human Resource Management Study level/applicability This case is suitable for Bachelor of Business Administration (BBA) program, specifically in human resources management, business strategy and international business management courses. Learning outcomes The learning outcomes are as follows: to figure out the appropriate staffing approaches for the foreign investment projects; to understand the challenges that companies face when they expand in the foreign market; to understand the different foreign markets entry modes. Case overview/synopsis The Nayel and Bin Harmal Investment Co. LCC. is an experienced company that owns a hotel chain with three properties in the UAE. In 2011, it decided to invest in Africa and build a new hotel – Ayla Djibouti Hotel – in Djibouti. The hotel’s construction is nearly complete. This has urged Bashar Al Tamimi to begin devising a staffing strategy for the hotel. Of particular concern is Djibouti’s lack of manpower with hospitality qualifications and expertise. Consequently, Al Tamimi must grapple with some difficult questions: Should he hire staff with the appropriate international hospitality experience? Or should NBHI invest in the human capital in Djibouti and train Djiboutian people to operate the hotel? Which strategy or approach will lead to the most successful and profit-making outcome for Ayla Djibouti Complexity academic level This case is suitable for Bachelor of Business Administration (BBA) program, specifically in human resources management, business strategy and international business management courses. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 5: International Business.

Environment agency Abu Dhabi (EAD) paperless day initiative

2014 ◽  
Vol 4 (6) ◽  
pp. 1-8
Author(s):  
Entesar Ali Al Menhali ◽  
Syed Zamberi Ahmed
Keyword(s):  
Change Management ◽  
Learning Outcomes ◽  
United Arab Emirates ◽  
Business Management ◽  
Subject Area ◽  
Abu Dhabi ◽  
Corporate Ethics ◽  
Content Type ◽  
Environment Agency

Subject area Business Management and Strategy. Study level/applicability The case study is relevant for undergraduate and post-graduate management degrees. It includes courses such as business management, corporate ethics and change management. Case overview This case study illustrates one of the important initiatives that the Environment Agency Abu Dhabi (EAD) has undertaken to help save the atmosphere and the environment. This case study describes the Paperless Day initiative that EAD launched in 2008 and how it was carried out for five years. The study also describes how EAD implemented this initiative internally. Expected learning outcomes Creating awareness and encouraging individuals in the United Arab Emirates and elsewhere to reduce their use of paper, water and energy for a cleaner environment. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Tax me not: Vodafone's plea to India

2012 ◽  
Vol 2 (8) ◽  
pp. 1-10 ◽  
Author(s):  
Sanjeev Prashar ◽  
Lokesh Haridoss ◽  
V. Jagadeesh Kumar ◽  
Rashmi Kumar Aggarwal
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Business Management ◽  
Political Risk ◽  
Business Environment ◽  
The Political ◽  
Content Type ◽  
Political Risks ◽  
The Government ◽  
The Impact

Subject area Business environment, international business management. Study level/applicability The case is suitable for students of the business environment, and of international business management. Case overview The case revolves around the reaction of the Finance Ministry of India on Vodafone's tax case and its implications on FDI and the foreign investors who are investing in India. The core issue is the political risk(s) faced by Vodafone even after having won the tax case in the Supreme Court, the highest judiciary body in India. The Government of India has amended the law to bring the tax into retrospective mode and it signifies the impact of political decisions on business organizations. Expected learning outcomes The case can aid in understanding the effects of changes in a political system and legal framework on the efficacy of business entities; and the importance of, and intricacies involved in, the formulation of political risk mitigating strategies while entering into new markets. The key learning outcomes are: understanding various types of political risks faced by multinationals; assessing the political risks involved in foreign investments; and appreciating the possible mitigating strategies to handle such risks. Supplementary materials Teaching notes are available, please consult your librarian for access.

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