Elliott N. Weiss, Ozlem Yildiz, Rebecca Goldberg, Konstantinos Stouras
Darden School of Business (UV7907-PDF-ENG)
December 03, 2019
This fictional international case examines online delivery models based on the voices of two female protagonists: Melis Aydin, COO, who hails from Turkey; and Athena Galini, Executive Director of Greece. They recently launched an online grocery delivery (OGD) service called GidaExpress (d. Aydin and Galani are evaluating three models for hiring drivers: all full-time employees who can be trained (and potentially provide more consistent customer service and high-quality); all self-employed, receiving increasing wages to meet demand; or a combination of both. This story allows us to analyze the strategic trade-offs between investing in a full-time worker and hiring freelance labor of unknown quality using a fluctuating salary and how those decisions affect the company’s ability to deliver on the value proposition.
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