INSEAD alumnus Martin Murray is the inventor of the water drop, a cube made from natural flavors, superfood extracts, and vitamins, which by adding flavor encourages you to drink more water. Although he is initially building a company on a tight budget, he knows that creating a unique brand is key to the success of …
This three-part case study examines the evolution of Adlens, a commercial company, and Vision for a Nation as a social enterprise developed in parallel. The entrepreneur’s strategy is to profitably sell Adlens innovative optical products in middle- to high-income economies, while Vision for a Nation is dedicated to improving eyesight in developing countries, starting with …
Marcos Galperin, a graduate of the Stanford Graduate School of Business, founded Mercado Libre in 1999 with the vision of building an e-commerce company focused on emerging but rapidly growing Spanish and Portuguese-speaking markets in Latin America. In the spirit of a Silicon Valley startup, the company was founded in a garage in Buenos Aires. …
Uber offered a variety of car services that varied by city. The full range of services included UberX, UberBLACK, UberSUV, UberSELECT / PLUS, UberXL, UberLUX, and UberTAXI. The services varied according to the type of car offered and the rate charged. In big cities, there was the opportunity to choose from a wide variety of …
The case compares U.S. Department of Defense (DoD) packages from the Seventies and 1980s: (1) “stealth” fight plane, able to evading detection or engagement via way of means of anti-plane systems, and (2) precision assault of hardened floor cars from “standoff” distances, i.e., a long way at the back of the warfare lines. Conceived at …
Case B describes the digital transformation process that GroupM India undertook from 2013 to 2016. To respond to the product, profile, partnership and people challenges identified in Case A, the company identified the customer orientation and flexibility as two “tasks” that must be prioritized. GroupM focused on creating end-to-end media solutions, targeting new business customers …
Iqbal Quadir, a former New York investment banker, set out to bring universal telecommunications to his native Bangladesh. He believed that GSM, the same advanced wireless technology that was making its way in the developed countries of Europe, was the right solution for Bangladesh. He brought together a core group of partners in one company, …
Most of business activity can be understood as the progression from knowledge to results that go from the initial spark of an idea to the actual realization of financial and strategic results. Yet executives and corporations are not always driving this advance, both in the headline-grabbing large-scale transformative initiatives we read about and the rest …
Several different brokerage business models have emerged for the intellectual property (IP) market over the past five to ten years. This notice describes the most popular: non-practicing entities (or patent trolls), defensive patent aggregators, online IP platforms, live IP auctions, and IP exchanges.
In 2013, a team led by Gopalan Sunderraman, vice president of corporate development for Godrej & Boyce Mfg. Co. Ltd., one of the companies of the Godrej Group, a large Indian conglomerate, introduced an innovative low-cost refrigerator. Designed specifically for the roughly 80% of Indians who had no access to refrigeration systems (a market Godrej …