Jayanti Reddy is a luxury fashion designer in India known for her elegant and intricate bridal wear, which blends traditional Indian craftsmanship with modern silhouettes. The case traces Reddy''s journey in the fashion industry, a decade-long spell of learning and unlearning where she created her niche and a loyal audience. Since founding her eponymous fashion label in 2014, Reddy had showcased her collections at various prestigious platforms .....more

Startups as well as existing firms recognize the need to invest in order to acquire customers for their new ventures. And as each customer is expected at some point to have generated sufficient gross margins to cover their CAC, management expects that, soon enough, the overall cash flow will allow them to get out of the red and into the black. However, it turns out that getting into the black often takes much longer than originally expected and, moreover, .....more

ContractIQ, a [fictional yet realistic] pioneer in contract review automation, offered an AI-powered platform that helped in-house legal teams at large and mid-size enterprises review contracts and identify risks within them more efficiently than traditional methods. In 2022, the company faced the challenge of sustaining organic growth. It considered four options: expanding its customer base geographically; extending its product line to review additional .....more

The case explores the strategic challenges faced by Sephora, a leader in integrating technology into the beauty shopping experience, in maintaining its technological leadership amidst rapidly evolving competition and advances in generative AI in 2024. Zena Srivatsa Arnold, Sephora''s CMO, must decide how to allocate resources between emerging genAI technologies and the refinement of existing AI and AR tools, balancing digital-first experiences .....more

Goli Soda Sustainable Solutions Private Limited (Goli Soda) was a pioneering brand in India''s sustainable products market. Initially recognized for its eco-friendly ethos and innovative products in personal care, household utilities, and more, the company quickly garnered attention. However, despite over a decade of operation, Goli Soda struggled to achieve profitability and wide-scale recognition. The company''s struggles were compounded .....more

Set in 2024, this case examines Nike''s adoption of the Consumer Direct Offense (CDO) strategy to accelerate the growth and impact of its direct-to-consumer (DTC) model. Through CDO, the company sought to deepen its consumer connections by offering a direct and curated shopping experience, as well as increase its profitability. Nike implemented several measures, including restructuring and re-organisation of its operations, acquisition of .....more

Flipkart is a large online retail platform operating in India. It seeks to use its promotional dollars more effectively by leveraging information generated by the data it collects on consumer purchases. At the University of Virginia Darden School of Business, this field-based case is taught in the required Marketing course. The case set includes a student spreadsheet and an instructor PowerPoint file, which includes some basic analysis, with multiple .....more

Spreadsheet supplement for case UV9185

This case examines Morocco''s initiatives to move from fossil fuel dependency to leadership in production of several types of renewable energy. This comes in the context of global concerns about climate change and the United Nations Sustainable Development Goals. The case presents a detailed picture of Morocco''s clean energy options and investments and explains how the country became a global leader in clean energy production and .....more

UniGreen Eats is a student-led society dedicated to promoting sustainable diets at The Hong Kong University of Science and Technology, a public university in Hong Kong. This case study examines UniGreen Eats''s efforts to encourage the adoption of plant-based food options on campus, along with the challenges encountered. As the protagonist, Anastasiia Disiak (Ana), founder of UniGreen Eats, must develop a comprehensive plan that addresses .....more