NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

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					                  NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS


9B09C007                                                       9B09M002
A TATTLE TALE?                                                 AKBANK: CREDIT CARD DIVISION
Wee Ling Loo                                                   Mary M. Crossan; Marina Apaydin
Teaching Note: 8B09C07                                         Teaching Note: 8b09M02
Publication Date: 3/31/2009                                    Publication Date: 1/7/2009
T.J., an undergraduate at a business school, was upset         The Turkish financial sector has been developing rapidly
to find a group mate’s contribution to his group project       and often unpredictably, offering an ideal backdrop to
containing plagiarized and poorly paraphrased content          carry out an industry analysis in the dynamic
(also without any citation as to source in some                environment of an emerging market. Akbank, one of the
instances). T.J. and four others had to work with K.C.,        leading private Turkish banks, has been successful in
the errant group member, on three group projects that          taking advantage of the new opportunities that appeared
together made up 30 per cent of the final mark for the         in the credit card sector as a result of post-crisis
course. In particular, T.J. was upset by the shoddy            restructuring of the financial services industry in the early
corrections provided by K.C. when his error was                2000s. Launched in late 2001, Akbank's Axess credit
highlighted. T.J. was also appalled at K.C.'s nonchalant       card quickly gained a significant market share of 15 per
attitude towards plagiarism and the group projects,            cent and was popular with both customers and
especially after discovering that K.C. had done the same       merchants. At the same time, the attractive margins in
on their first group project. T.J. felt strongly that the      this sector have sparked many local and foreign
matter should be brought up to the course professor but        competitor entries. Setting a sustainable strategy for the
two of his group mates disagreed, fearing that the group       next few years is complicated by the change in the
harmony would be adversely affected, thus jeopardizing         political, macro-economic and competitive environment.
their last group project, which carried significantly higher   The new government leading the country since 2002 has
weight at 20 per cent. The remaining two group mates           improved overall stability in Turkey, which created both
did not seem to consider the matter a serious one. T.J.        opportunities and threats for Akbank's business. The
wondered what the right thing to do would be. This case        opportunities included an improved banking system and
was written for use in the introductory class to a business    increasing customer disposable income, while the
ethics course. However, it has potential for use in            market for credit cards was not yet saturated. However,
lessons on negotiation, conflict resolution and team           threats may come from unpredictable actions that
dynamics. The case is based on an actual occurrence            banking authorities could implement and increasing
but names have been changed to provide anonymity.              competition from both local and international players.
The subject of plagiarism and a poorly contributing group      The dynamic nature of the banking industry in an
member to group assignments is one that resonates              emerging market provides a comprehensive case to
deeply with students pursuing any course that                  anchor a discussion about developing flexible strategy in
emphasizes group work as a necessary component of              a changing environment. The purpose of the Akbank
the course assessment. The case has practical                  case is to help students develop environmental analysis
relevance to the working world inasmuch as the incident        skills. It is designed to be used in a strategy course (e.g.
can occur in that context. Apart from being a useful           to accompany Chapters 4 and 5 of Crossan, Fry and
opener to any course on ethics, the case also serves as        Killing (2006) "Strategic Analysis and Action") at an
a good reminder to students about plagiarism. It               undergraduate or graduate level. Additionally, it may be
provides opportunities for clarification and discussion on     used in a marketing course to illustrate issues related to
what exactly constitutes plagiarism and the                    loyalty programs or in an international business course to
professors'/universities' stand on the matter.                 illustrate the impact of environmental uncertainty on
                                                               managerial decision-making.
Discipline: Human Resource Management
Issues: Whistleblower; Plagiarism; Group Behaviour;            Discipline: General Management; International
Ethical Issues                                                 Issues: Strategy Development; Growth; Sustainable
Industry: Educational Services                                 Development; Political Environment
Setting: Singapore, Not Applicable, 2008                       Industry: Banking
Difficulty: 2 - Intro/Undergraduate                            Setting: Turkey, Large, 2007
Length: 2 pages                                                Difficulty: 4 - Undergraduate/MBA
                                                               Length: 29 pages




Report prepared on: 09/04/2009                                                                                                 1
                                                                     NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

9B09C005                                                    9B09N004
BEIJING EAPS CONSULTING INC.                                CADIM: CHINA AND INDIA REAL ESTATE
Mitch Rothstein; Lily Jiao Li                               DEALS
Teaching Note: 8B09C05                                      Stephen R. Foerster; Marc Folch
Publication Date: 3/31/2009                                 Teaching Note: 8B09N04
Beijing EAPs Consulting Inc. (BEC) is a rapidly growing     Publication Date: 1/30/2009
consulting company whose number of employees has            Revised: 2/24/2009
increased from six to 16 in just one year. BEC has          The president and chief operating officer of Cadim, the
adopted a new project management system, using              real estate arm of the Caisse de Dépôt et Placement du
project managers to coordinate several employees from       Québec, Canada’s largest pension fund management
various departments. Due to the heavy workload, most        firm, had recently been approached with several
employees must work on multiple projects. Collaboration     interesting multimillion-dollar investment opportunities in
between projects and department managers is not very        India and China. Although Cadim was still deciding
smooth. The chief executive officer must decide how he      whether to invest in either country (see Cadim: The
can improve the collaboration efforts across the            China and India Real Estate Market Entry Decisions
company's different departments.                            case), if the company chose to do so, it wanted suitable
Discipline: Human Resource Management; International        partners and deals lined up. Each deal had its pros and
Issues: Project Management; Organizational Change;
                                                            cons, but the president knew all too well that the wrong
                                                            combination of partner and deal could have dire
Organizational Structure; Communications
                                                            consequences for Cadim’s profits and the team’s
Industry: Business Services
                                                            reputation. The case analysis involves risk assessment,
Setting: China, Small, 2007
                                                            partner assessment, cash flow analysis and portfolio fit
Difficulty: 2 - Intro/Undergraduate
                                                            analysis.
Length: 9 pages
                                                            Discipline: Finance; International
9B08M099                                                    Issues: Valuation; Investments; Internal Rate of Return
BP IN RUSSIA: SETTLING THE JOINT VENTURE                    Industry: Real Estate Industry
DISPUTE                                                     Setting: China;India;Canada, Large, 2008
Gevork Papiryan                                             Difficulty: 4 - Undergraduate/MBA
Teaching Note: 8B08M99                                      Length: 15 pages
Publication Date: 12/15/2008
                                                            9B09N003
In September 2003, British Petroleum (BP) formed a
                                                            CADIM: THE CHINA AND INDIA REAL ESTATE
50/50 international joint venture (JV) company, TNK-BP,
with a group of Russian investors: Alfa Group, Access       MARKET ENTRY DECISIONS
Industries and Renova (AAR). This JV was established        Stephen R. Foerster; Marc Folch
as a result of the merger of Russian oil companies TNK      Teaching Note: 8B09N03
and Sidanko, owned by AAR, with the majority of BP's        Publication Date: 1/30/2009
Russian oil assets. On May 26, 2008, TNK-BP's chief         The president and chief operating officer of Cadim, the
executive officer, Robert Dudley, told Vedomosti,           real estate arm of the Caisse de Dépôt et Placement du
Russia's leading business daily, about a conflict between   Québec, Canada’s largest pension fund management
British and Russian shareholders. During this dispute,      firm, was considering whether Cadim should enter India,
AAR declared that BP treated TNK-BP as its subsidiary       China or both on a long-term basis to diversify its global
and not as a JV. Also, the Russian shareholders             real estate holdings and take advantage of the growth
criticized the JV's leadership of the company's expansion   these two countries were experiencing. The fund’s
strategy and climate. As the conflict escalated, BP's       investment would potentially amount to hundreds of
leadership needed to decide whether to walk away or         millions of dollars and could lead to substantial returns;
continue its participation in the JV.                       however, these investments carried considerable risks.
Discipline: General Management; International               The case introduces many of the issues involved with
Issues: Emerging Markets; Globalization; Joint
                                                            managing an international portfolio of real estate and
                                                            provides a detailed overview of the business
Ventures; Corporate Strategy
                                                            environment and culture of both China and India. In
Industry: Oil & Gas Extraction
                                                            doing so, the case exposes students to the complicated
Setting: Europe, Russia, Large, 2008
                                                            nature of regional risk assessment and the challenges of
Difficulty: 4 - Undergraduate/MBA
                                                            doing business in developing countries. Students must
Length: 22 pages
                                                            assess whether the complexity and risk levels involved
                                                            with entering a new developing country are worth the
                                                            potential returns.
                                                            Discipline: Finance; International
                                                            Issues: Investments; International Strategy; International
                                                            Joint Venture
                                                            Industry: Real Estate Industry
                                                            Setting: China;India;Canada, Large, 2008
                                                            Difficulty: 4 - Undergraduate/MBA
                                                            Length: 17 pages

Report prepared on: 09/04/2009                                                                                            2
                                                                       NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

                                                              9B08M083
9B08N028                                                      CHINA'S ECONOMY 2008
CALLMATE TELIPS - CHOICE OF ACCOUNTING                        David W. Conklin; Danielle Cadieux
POLICY                                                        Teaching Note: 8B08M83
Muntazar Bashir Ahmed                                         Publication Date: 10/23/2008
Teaching Note: 8B08N28                                        By 2008, China's economy faced a series of challenges
Publication Date: 12/15/2008                                  that could threaten its growth and trade balance. This
Callmate Telips Telecom Limited (Callmate) was in the         case presents a structure for students to discuss China's
telecommunications business in which the regulatory           economy in the context of these threats. Prior to this
controls were gradually being undone by the government        time, there had been general feeling that China could
of Pakistan as part of an economic deregulation               continue indefinitely with its exceptionally high growth
program. Callmate was the pioneer in the payphones            rate of approximately 10 per cent annually. The
and prepaid calling card industries in Pakistan and had       substantial gap between wages in economically
significant opportunity to develop into a major business      advanced nations and China might continue to attract
entity. The events in the case demonstrate that the           huge volumes of foreign investment indefinitely. This
company strategy, as well as aggressive share price           optimism was being questioned by 2008.
management, could be dangerous if there were no               Discipline: General Management; International
checks on the directors. All the directors of Callmate        Issues: Growth; Globalization; Government and
were close family members and the audit committee             Business; Growth Strategy
consisted of three of the directors. The external audit       Industry: Public Finance, Tax & Monetary Policy
firm that audited Callmate was A.F. Ferguson & Co.
                                                              Setting: China, 2008
(Ferguson) and they were an affiliate of Price
                                                              Difficulty: 4 - Undergraduate/MBA
Waterhouse Coopers International. Ferguson was
                                                              Length: 4 pages
regarded among the top professional accounting firms in
Pakistan. As Callmate was listed on the Karachi Stock
Exchange, it was required to publish its financials           9B09M018
quarterly after these had been reviewed by Ferguson.          CHINA'S TRADE DISPUTES
The company had received permission during early 1995         David W. Conklin; Danielle Cadieux
to enter into the long distance international market, which   Teaching Note: 8B09M18
was earlier the monopoly of the state firm Pakistan           Publication Date: 3/9/2009
Telecommunication Corporation Limited (PTCL). A               By 2009, China's exports had increased dramatically
disagreement arose between the auditors and the               from $250 billion in 2000 to a projected $1,500 billion in
company on the accounting policy related to revenue           2009. This enormous growth of exports severely
recognition used in the financials of the half year ended     damaged competing businesses in the advanced
December 2005. This dispute and the company trying to         nations, particularly the United States and Europe.
manage its share price led to a number of problems that       China's entry into the World Trade Organization (WTO)
became public knowledge as the company tried to               in 2001 guaranteed China's right to export to these
malign the auditors.                                          nations, but at the same time the WTO required China to
The case examines corporate governance by examining           adhere to certain rules that sought to support fair trade
the role of the external auditor, the conduct of the board    and create a level playing field. Several broad subjects
of directors and the regulator of public listed companies.    each gave rise to a series of trade disputes: the
There were a series of events that caused a profitable        protection of intellectual property, health and safety
company to rapidly become a pariah on the stock               concerns about China's products, labour and
exchange and be suspended from the exchange.                  environmental standards, China's manipulation of their
Discipline: Finance; International                            currency, and costs and prices determined by the
Issues: Accounting Standards; Corporate Governance;           government rather than free markets. This case
Management Style; Auditing                                    examines each set of trade disputes and China's
Industry: Business Services                                   attempts to resolve them. Many disputes were
Setting: Pakistan, Medium, 2006
                                                              embedded in cultural practices and ideological positions
                                                              and so they might not disappear quickly. Shortcomings in
Difficulty: 5 - MBA/Postgraduate
                                                              China's legal and judicial system hampered enforcement.
Length: 15 pages
                                                              In addition, many rested on the government's desire to
                                                              protect the interests of Chinese businesses and their
                                                              employees, and so China might alter its practices only if
                                                              confronted with credible retalitory threats. China's
                                                              central government experienced the "principal-agent"
                                                              problem where its wishes and decisions could be ignored
                                                              by local governments and firms. Meanwhile, changes in
                                                              industry structure within the advanced nations were
                                                              altering the negotiation positions of Western
                                                              governments. The case examines the WTO dispute
                                                              resolution procedures and enforcement mechanisms that
                                                              have been directed at China's trade disputes.
                                                              Discipline: General Management; International
                                                              Issues: Globalization; International Business;

Report prepared on: 09/04/2009                                                                                             3
                                                                      NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

Government and Business                                     9B08M072
Setting: China, Not Applicable, 2009                        DEPOSITA - WHETHER TO DOMINATE THE
Difficulty: 4 - Undergraduate/MBA                           VALUE CHAIN OR NOT
Length: 15 pages                                            Helena Barnard
                                                            Teaching Note: 8B08M72
9B08M068                                                    Publication Date: 10/24/2008
CRESCENT STANDARD INVESTMENT BANK
                                                            Post-Apartheid South Africa has been characterized by
LIMITED - GOVERNANCE FAILURE                                high levels of crime, but also by sustained increases in
Muntazar Bashir Ahmed                                       the income levels of the previously disadvantaged black
Teaching Note: 8B08M68                                      community. Cash is the preferred method of payment for
Publication Date: 10/20/2008                                new entrants into an economy, but it is also an attractive
Revised: 12/12/2008                                         target for criminals. Deposita has seized the business
The Crescent Standard Investment Bank Limited               opportunity presented by this tension, and developed an
(CSIBL) was the largest investment bank quoted on all       automated banking machine, basically an "ATM in
the stock exchanges in Pakistan, so when it declared a      reverse." As soon as businesses feed their cash into the
huge loss of Rs2.1 billion (US$35.5 million) for the year   machine on their premises, information about the deposit
December 31, 2005 the market was taken by surprise.         is relayed via a cellphone network to the Deposita
There had been some rumours that all was not well and       database. With the realization that Deposita offers a
that the investment banking regulator, Securities and       cash management system that not only eliminates the
Exchange Commission of Pakistan (SECP), had sent a          time, cost and inaccuracies of manual cash counting, but
team to investigate the affairs of the bank. Since the      also gives businesses remote visibility into the
main shareholders were individuals or companies of the      movement of cash, interest in Deposita grew rapidly,
well-known business group known as the Crescent             both within South Africa and internationally. The case
Group, there was enormous interest in the CSIBL affairs     highlights the systemic nature of innovation,
by financial and political circles as well.                 technology-enabled innovation at the base of the
The case describes the various types of entities that       pyramid, hyper-mediation, and the tension between
were merged to form the CSIBL, principally to protect the   product and geographic expansion as the owners of
stakeholders by creating an entity with a large             Deposita redirect their strategic focus to the entire cash
capitalization. The bank had reported in its annual         value chain in South Africa or to international markets or
reports that all the internal control mechanisms for good   both.
governance stipulated by the SECP were in place and         Discipline: Entrepreneurship; General Management;
the auditors (internal and external) had reported that      International
these were satisfactory. Yet, when subjected to an          Issues: Product versus Geographic Expansion; Home
investigation, it was revealed that the internal            Country Advantages; Expansion Option; Hypermediation;
management was involved in a variety of acts of             Innovation; Expansion
misrepresentation and concealment.                          Setting: South Africa, Small, 2008
The case focuses on the weaknesses in the structure of
                                                            Difficulty: 5 - MBA/Postgraduate
the corporate governance regime in Pakistan. The fact
                                                            Length: 13 pages
remains that no amount of internal or external checks
can stop the internal management from colluding to
                                                            9B09M001
perpetuate a fraud.
                                                            ETHICS OF OFFSHORING: NOVO NORDISK
Discipline: General Management; International               AND CLINICAL TRIALS IN EMERGING
Issues: Corporate Responsibility; Ethical Issues;
                                                            ECONOMIES
Financial Management; Corporate Governance
                                                            Klaus Meyer
Industry: Banking
                                                            Teaching Note: 8B09M01
Setting: Pakistan, Large, 2006
                                                            Publication Date: 1/9/2009
Difficulty: 4 - Undergraduate/MBA                           Revised: 1/9/2009
Length: 25 pages
                                                            The case outlines the conflicting ethical demands on a
                                                            Danish pharmaceuticals company, Novo Nordisk, that is
                                                            operating globally and is aspiring to high standards of
                                                            corporate social responsibility. A recent report alleges
                                                            that multinational pharmaceutical companies routinely
                                                            conduct trials in developing countries under alleged
                                                            unethical conditions. The company's director reflects on
                                                            how to respond to a request from a journalist for an
                                                            interview. This triggers a discussion on the appropriate
                                                            ethical principles and how to communicate them.
                                                            As a company emphasizing corporate responsibility, the
                                                            interaction with the media presents both opportunities
                                                            and risks to Novo Nordisk. The case focuses on clinical
                                                            trials that are required to attain regulatory approval in, for
                                                            example, Europe and North America, and that are
                                                            conducted at multiple sites around the world, including
                                                            many emerging economies. Novo Nordisk has

Report prepared on: 09/04/2009                                                                                               4
                                                                        NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

implemented numerous procedures to protect its various         Li, and keep the more than 12,000 clients from deserting
stakeholders, yet will this satisfy journalists and            the firm.
non-governmental organizations, and how should the
                                                               Discipline: General Management; International
company communicate with these stakeholders?
                                                               Issues: Decision Making; Crisis and Change;
Discipline: General Management; International                  Professional Firms; Management of Professionals;
Issues: Emerging Markets; Research and Development;            Leadership; Ethical Issues; Crisis Management;
Location Strategy; Ethical Issues                              Accountability
Industry: Chemicals and Allied Products                        Industry: Legal Services
Setting: Denmark, Global, Medium, 2008                         Setting: Taiwan, Medium, 2003
Difficulty: 4 - Undergraduate/MBA                              Difficulty: 4 - Undergraduate/MBA
Length: 13 pages                                               Length: 9 pages

9B08M067                                                       9B08M080
GOEDEHOOP: WHEN SOCIAL ISSUES BECOME                           LEE AND LI, ATTORNEYS-AT-LAW AND THE
STRATEGIC                                                      EMBEZZLEMENT OF NT$3 BILLION BY EDDIE
Margie Sutherland; Verity Hawarden                             LIU (B)
Teaching Note: 8B08M67                                         Yeong-Yuh Chiang; W. Glenn Rowe
Publication Date: 12/15/2008                                   Teaching Note: 8B08M79
This case chronicles a change process to counteract the        Publication Date: 10/28/2008
epidemic of HIV/AIDS on a coalmine in South Africa that        Revised: 12/15/2008
impacts the sustainability of the organization. The case       Dr. C.V. Chen learned that one of Lee and Li’s senior
describes the business case for dealing with the problem       legal assistants had illegally sold a client’s shares in a
and the sequence of events that were instituted. It            Taiwanese company and sneaked out of Taiwan with
illustrates the type of leadership activities needed to deal   over NT$3 billion. Lee and Li took several actions to
with a compelling environmental force impacting                minimize the impact of the situation on the firm, its clients
business. It shows how a wide range of stakeholders            and its employees. Now Chen began to review the
needs to be involved and systems and practices                 events and the actions taken. Although he knew that the
instituted for sustainable change to be implemented. It        worst was behind, he also knew that a great deal of work
raises the question of the role of business in society.        needed to be done in order to ensure the reputation of
The case also provides insights into doing business in         the firm would remain intact in the future.
emerging economies. The challenge at the end of the
case is how to roll out (replicate) the intervention into      Discipline: General Management; International
other divisions of a large multinational.                      Issues: Crisis and Change; Decision Making;
                                                               Professional Firms; Management of Professionals;
Discipline: General Management; International                  Leadership; Ethical Issues; Crisis Management;
Issues: Impact of HIV/AIDS on Business; Triple                 Accountability
Bottom-line Reporting; Emerging Markets; Change                Industry: Legal Services
Management; Health; Human Resources Management;                Setting: Taiwan, Medium, 2003
Leadership; Ethical Issues; Cost/Benefit Analysis              Difficulty: 4 - Undergraduate/MBA
Industry: Mining & Quarrying-Nonmetallic Minerals              Length: 6 pages
Setting: South Africa, Large, 2007
Difficulty: 5 - MBA/Postgraduate                               9B08A020
Length: 17 pages
                                                               LOUIS VUITTON IN INDIA
                                                               Shih-Fen Chen; Ramasastry Chandrasekhar
9B08M079                                                       Teaching Note: 8B08A20
LEE AND LI, ATTORNEYS-AT-LAW AND THE                           Publication Date: 12/23/2008
EMBEZZLEMENT OF NT$3 BILLION BY EDDIE
                                                               The case portrays a subtle situation in international
LIU (A)                                                        marketing -- the marketing of a high-end brand into a
Yeong-Yuh Chiang; W. Glenn Rowe                                low-income nation, or the expansion of Louis Vuitton into
Teaching Note: 8B08M79                                         India. This luxury good marketer faced practical
Publication Date: 10/28/2008                                   problems in India, such as the challenge of identifying
Revised: 1/16/2009                                             potential customers, the lack of media to build its brand,
Dr. C.V. Chen received news that one of Lee and Li’s           and the absence of high streets to open stores. In
senior assistants had found a loophole in a power of           Europe and the U.S., luxury goods are often sold through
attorney from one of the firm’s clients, SanDisk               company-owned stores that cluster in a particular area of
Corporation (SanDisk), that had allowed him to illegally       the city (i.e., luxury retail cluster). After opening a store
sell the client’s shares in a Taiwanese company and to         each in New Delhi and Mumbai inside two luxury hotels,
sneak out of Taiwan with over NT$3 billion.                    Louis Vuitton teamed up with other western brands to
Unfortunately, Lee and Li had no insurance to cover this       develop a shopping mall. The case is designed to
embezzlement. Chen knew that the three senior                  explore the possibility of using a luxury mall as a
partners needed to develop a plan of action to save the        replacement of luxury retail clusters.
law firm, take care of the lawyers and other employees,        Discipline: International; Marketing
maintain the reputation of the firm within Taiwan and          Issues: Store Formats; Retail Marketing; Marketing
abroad intact, do what was best for SanDisk and Lee and
                                                               Channels; International Marketing
Report prepared on: 09/04/2009                                                                                                 5
                                                                        NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

Industry: Apparel and Accessory Stores                         growth and the emergence of an India-based small car
Setting: India, Large, 2008                                    cluster against international outcry about the proliferation
Difficulty: 4 - Undergraduate/MBA                              of urban transportation, congestion, and pollution in
Length: 16 pages                                               emerging markets (particularly India and China).
                                                               Students are asked whether Nano is a disruptive or
9B08M084                                                       sustainable innovation for the company and the group,
                                                               and respectively for the Indian and global automotive
MEXICO'S ECONOMY, 2009
                                                               industry. Smaller and cleaner than its well-established
David W. Conklin; Danielle Cadieux
                                                               rival in the west, the Toyota Prius, the Nano promises
Teaching Note: 8B08M84
                                                               reliable, safe transportation to India’s emergent middle
Publication Date: 1/7/2009
                                                               class as a fraction of the cost; the Nano is also 1.5-4
Mexico had a history of repeated financial crises, with        times cheaper than its Indian based rivals. However,
high inflation leading to current account deficits with        production bottlenecks threaten Nano’s launch in the last
volatile capital inflows, culminating in significant           quarter of 2008. Speculating that first mover advantage
devaluations. Concerns persisted that this pattern might       may sway customer perception and breed loyalty,
repeat itself in the future. In the years prior to 1980, the   several competitors are quickly setting up India-based
government of Mexico had put in place a command and            manufacturing of competing models. Market projections
control economy with an extensive array of regulations         estimate over one million adoptions, mostly by prior
through which it intervened in the economy on an               two-wheeler motorists, and limited switches from higher
ongoing basis and with discretionary powers.                   emission options for fuel and emission conscious
Governments created barriers to entry for foreign              consumers. The case addresses the issue of carbon
investment and imports and put in place price controls         neutrality, and more broadly the role of emerging market
that protected existing Mexican firms. After 1980, a           companies in addressing global climate change issues.
series of trade and investment reforms opened the
                                                               Discipline: Entrepreneurship; General Management;
economy. Nevertheless, many expressed the view that
                                                               International
Mexico's reform movement stalled under President Fox
                                                               Issues: Innovation; Sustainable Development; Emerging
(2000-2006) and that extensive government intervention
continued to stifle competition. Exhibits present              Markets; Marketing Management; Automotive
macroeconomic data as well as World Bank Investment            Industry: Social Services; Automotive Dealers & Gas
Climate Indicators. A series of challenges now                 Service; Transportation Equipment
confronted Mexico, including the U.S. financial crisis and     Setting: India, Large, 2008
recession, competition with China, appropriate monetary        Difficulty: 4 - Undergraduate/MBA
policy, opening oil production to foreign companies and a      Length: 32 pages
rise in corruption and violent crime.
                                                               9B08C020
Discipline: General Management; International
                                                               PERFORMANCE MANAGEMENT AT THE
Issues: Government and Business; Growth Strategy;
Globalization; Growth                                          NATIONAL INSTITUTE OF MANAGEMENT
Industry: Justice, Public Order and Safety                     (CENTRAL INDIA CAMPUS)
Setting: Mexico, Not Applicable, 2008                          Ranjeet Nambudiri; K.R. Jayasimha
Difficulty: 4 - Undergraduate/MBA                              Teaching Note: 8B08C20
Length: 4 pages                                                Publication Date: 11/17/2008
                                                               Revised: 12/2/2008
9B08M074                                                       The case describes existing performance management
NANO TATA-LOGY: THE PEOPLE'S CAR                               systems at a leading business school in India, the
Oana Branzei; Ramasastry Chandrasekhar                         National Institute of Management - Central India campus
Teaching Note: 8B08M74                                         (NIM CI campus). The institution, which is ranked
Publication Date: 10/31/2008                                   among the top 20 business schools in India, is facing
Revised: 11/10/2008                                            critical issues of attracting and retaining faculty
                                                               members. The director of the NIM CI campus has
The case illustrates the opportunities, challenges and         implemented a unit based performance measurement
trade-offs involved in the design, prototyping, and            and incentive system, which has worked favorably and
marketing of the Nano – the People’s Car – by Tata             enabled the institute to recruit top academicians.
Motors Ltd (TML), a Tata Group Company. The case is            However, the management committee believes that the
set nine months after the January 2008 unveiling of the        system has outlived its utility and desires to replace it
Nano concept car in New Delhi, India. The company’s            with more robust systems that are less vulnerable to
managing director faces multiple dilemmas in rolling the       misuse. The faculty members, however, support
Nano off the production lines at the manufacturing plant       retention of the existing system. The key teaching
in Singur, including growing local and global competition      objective of this case is to understand performance
in the emerging low-cost, low-emission market, rising          management systems from the perspectives of different
manufacturing costs, and stakeholder pressures.                stakeholders and develop a framework that meets all
                                                               objectives of performance management. The case
The decision reviews critical developments in global           enables users to understand all steps in performance
automotive markets from the point of view of TML’s and         management and examine shortcomings at each stage.
Tata Group’s deeply ingrained values for sustainable           The role of incentive systems, both as a tool to enhance
economic development and Indian-grown competitive              individual performance and as a management control
advantage. It plots the promise of a rampant market            mechanism, is also discussed. The case provides users

Report prepared on: 09/04/2009                                                                                                6
                                                                     NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

an opportunity to evaluate the strategic significance of    affect the quality of the human capital pool. She is
performance management.                                     entertaining thoughts about overhauling the process for
                                                            the benefit of QiLing, and is unsure how CRN will
Discipline: Human Resource Management; International
                                                            respond to any proposals she might make.
Issues: Performance Measurement; Educational
Administration; Management of Professionals; Incentives     Discipline: Human Resource Management; International
Industry: Educational Services                              Issues: Intercultural Relations; Manpower Planning;
Setting: India, Large, 2008                                 Employee Selection; Career Development
Difficulty: 5 - MBA/Postgraduate                            Industry: Health Services
Length: 25 pages                                            Setting: China, Medium, 2007
                                                            Difficulty: 4 - Undergraduate/MBA
9B08E011                                                    Length: 17 pages
POLARIS 2008
Rua-Huan Tsaih; Darren Meister                              9B08M070
Teaching Note: 8B08E11                                      REGAL CARNATION HOTEL, GUAM
Publication Date: 3/16/2009                                 Jim Kayalar
                                                            Teaching Note: 8B08M70
The chairman of Taiwan-based Polaris Securities Co.
                                                            Publication Date: 10/20/2008
Ltd. (Polaris Securities), announced approval of Polaris’
investment plans in Singapore, Vietnam and Abu Dhabi.       In the spring of 2007, a vacationer is upset by the poor
The chairman’s name was known in Taiwan as                  hotel experience he has had on the island of Guam. At
synonymous with innovation and entrepreneurship. He         the onset, the reasons for the bad experience seem to
had experienced great success in launching an               point to seemingly minor issues: bad management, poor
information technology strategy and related                 service and old rooms. The value of the case lies in the
complementary assets for online stock trading and online    analysis of the symptoms and arriving at the root causes
transactions. With a prominent performance, the             of the problem, particularly the profit maximization
chairman had made Polaris Securities stand out              strategy of the hotel's owners in a mature industry. The
conspicuously in Taiwan's securities market. He also        case uses a different method of analysis, starting with
copied Polaris Securities experiences, such as              micro indicators and moving to macro indicators: the
computational finance, trading platform and customer        analysis of symptoms, arriving at root causes,
service, to Polaris Securities (Hong Kong) Ltd. (Polaris    determining company strategy and finally assessing the
Securities HK) to expand his business scope. The            company's position using the Product Life Cycle Model.
chairman contemplated whether Polaris Securities and
                                                            Discipline: General Management; International
Polaris Securities HK experiences could be duplicated in
                                                            Issues: Strategic Positioning; Strategy Development;
Singapore, Vietnam and Abu Dhabi.
                                                            Market Strategy; Product Life Cycle; Organizational
Discipline: International; Management Science and           Behaviour; Operations Management; Marketing
Information Systems                                         Management; Human Resources Management
Issues: Internationalization; Information Technology        Industry: Hotels, Rooming Houses, Camps
Strategy; Computational Finance; Leveraging Information     Setting: Guam, Medium, 2007
Technology                                                  Difficulty: 4 - Undergraduate/MBA
Industry: Security and Commodity Brokers, Dealers           Length: 13 pages
Setting: Taiwan, Medium, 2008
Difficulty: 5 - MBA/Postgraduate                            9B09M012
Length: 12 pages                                            RIBE MASKINFABRIK A/S - DEVELOPING NEW
                                                            BUSINESS AREAS
9B09C002                                                    Bo Nielsen; Torben Pedersen; Jacob Pyndt
QILING RESEARCH HOSPITAL                                    Teaching Note: 8B09M12
John S. Haywood-Farmer; Kevin Leung                         Publication Date: 3/31/2009
Publication Date: 1/20/2009
                                                            Ribe Maskinfabrik A/S (RM) had, during the last 15
The QiLing Research Hospital (QiLing), located in           years, developed from a simple machine works operating
Beijing, China, headed by Dr. Tien Tzu, CEO, is in a        out of Southern Jutland (Denmark) to the modern and
partnership with the China Research Network (CRN).          globalized RM Group consisting of three distinct
This partnership was formed in an effort to mutually        business units. This change had developed gradually as
benefit both parties in terms of becoming a leader in       its outsourcing activities became increasingly important
health-care quality standards and creating more effective   during the last years. In the beginning, outsourcing
health-care techniques. Due to the intertwined nature of    activities developed in an ad-hoc and reactive manner.
this relationship, the acquisition of human capital for     However, RM gained important knowledge on how to
specific positions within the hospital requires CRN to      optimize the outsourcing processes, and it developed a
provide the candidates. Dr. Tien Tzu is increasingly        very extensive network of suppliers, many of which it had
concerned that CRN’s hiring conditions are hindering        relationships with for many years. This network was
QiLing’s potential – specifically referencing the latest    offered to RM’s customers and represented a high value
batch of candidates CRN has provided to fill a key spot     to them. RM had already established these contacts and
in the neurology department. She is aware that the right    was able to assure the quality of its partners, which
people are the key to maintaining QiLing’s growth and       saved its customers valuable time and effort. In that
loyalty and has analyzed how the candidate selection        sense, RM exploited its own experience and network of
process, overall compensation, and job retention efforts    suppliers and became an outsourcing consultant.
Report prepared on: 09/04/2009                                                                                          7
                                                                        NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

                                                               9B08M075C
Discipline: Entrepreneurship; General Management;
International
                                                               ROYAL DUTCH/SHELL IN NIGERIA
Issues: Global Strategy; Value Chain; Networks;                STAKEHOLDER SIMULATION: NIGERIAN
Supplier Relations                                             NATIONAL PETROLEUM CORPORATION
Industry: Primary Metal Industries                             Oana Branzei; David Wheeler
Setting: Denmark, Central and Eastern Europe, Small,           Teaching Note:
2005                                                           Publication Date: 12/9/2008
Difficulty: 4 - Undergraduate/MBA                              The goal of the simulation is to illustrate the challenges
Length: 9 pages                                                in anticipating points of common interest, and the
                                                               difficulties of overcoming initial antagonistic framing in
9B08M075A                                                      order to work together to develop novel positions. The
ROYAL DUTCH/SHELL IN NIGERIA                                   simulation illustrates the tensions, trade-offs and
STAKEHOLDER SIMULATION: HUMAN RIGHTS                           challenges involved in mapping and addressing
WATCH                                                          competing stakeholder demands in a long-standing
                                                               conflict that has players’ positions highly polarized. The
Oana Branzei; David Wheeler
                                                               students are organized in six teams and are asked to
Teaching Note:
                                                               take on the position of six different organizations, map
Publication Date: 12/9/2008
                                                               the interactions between these six players by taking a
The goal of the simulation is to illustrate the challenges     specific point of view, and publicly state their position
in anticipating points of common interest, and the             before they begin the engagement exercise. The
difficulties of overcoming initial antagonistic framing in     engagement exercise asks the students to develop and
order to work together to develop novel positions. The         execute a stakeholder engagement strategy by stepping
simulation illustrates the tensions, trade-offs and            into one of the six roles. Beyond understanding the
challenges involved in mapping and addressing                  specific challenges faced by each of the key players,
competing stakeholder demands in a long-standing               students are asked to highlight their key strategic
conflict that has players’ positions highly polarized. The     priorities, map stakeholders’ interests and anticipate their
students are organized in six teams and are asked to           changes in position. They are asked to revive or fracture
take on the position of six different organizations, map       specific relationships as their own interests evolve in
the interactions between these six players by taking a         ways that best further their own engagement priorities
specific point of view, and publicly state their position      and short or long-term goals. The simulation also opens
before they begin the engagement exercise. The                 up a broader platform for exploring the complex
engagement exercise asks the students to develop and           dynamics of stakeholder engagement; the delicate
execute a stakeholder engagement strategy by stepping          balance of stakeholders’ power, urgency, and legitimacy;
into one of the six roles. Beyond understanding the            the influence chains that help alter the positions of
specific challenges faced by each of the key players,          specific groups; and the logics that enable or hinder
students are asked to highlight their key strategic            constructive collaboration with diverse and/or emerging
priorities, map stakeholders’ interests and anticipate their   stakeholders.
changes in position. They are asked to revive or fracture
                                                               Discipline: General Management; International
specific relationships as their own interests evolve in
ways that best further their own engagement priorities         Issues: Stakeholder Analysis; Sustainable Development;
and short or long-term goals. The simulation also opens        Simulation; Joint Ventures
up a broader platform for exploring the complex                Industry: Non-Profit Organizations; Executive,
dynamics of stakeholder engagement; the delicate               Legislative & General Gov.; Oil & Gas Extraction
balance of stakeholders’ power, urgency, and legitimacy;       Setting: Nigeria, Large, 2007
the influence chains that help alter the positions of          Difficulty: 4 - Undergraduate/MBA
specific groups; and the logics that enable or hinder          Length: 8 pages
constructive collaboration with diverse and/or emerging
stakeholders.                                                  9B08M075D
Discipline: General Management; International                  ROYAL DUTCH/SHELL IN NIGERIA
Issues: Stakeholder Analysis; Sustainable Development;         STAKEHOLDER SIMULATION: PENGASSAN
Simulation; Joint Ventures                                     Oana Branzei; David Wheeler
Industry: Oil & Gas Extraction; Non-Profit Organizations;      Teaching Note:
Executive, Legislative & General Gov.                          Publication Date: 12/9/2008
Setting: Nigeria, Large, 2007                                  The goal of the simulation is to illustrate the challenges
Difficulty: 4 - Undergraduate/MBA                              in anticipating points of common interest, and the
Length: 5 pages                                                difficulties of overcoming initial antagonistic framing in
                                                               order to work together to develop novel positions. The
                                                               simulation illustrates the tensions, trade-offs and
                                                               challenges involved in mapping and addressing
                                                               competing stakeholder demands in a long-standing
                                                               conflict that has players’ positions highly polarized. The
                                                               students are organized in six teams and are asked to
                                                               take on the position of six different organizations, map
                                                               the interactions between these six players by taking a
                                                               specific point of view, and publicly state their position

Report prepared on: 09/04/2009                                                                                                8
                                                                        NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

before they begin the engagement exercise. The
                                                               Discipline: General Management; International
engagement exercise asks the students to develop and
                                                               Issues: Stakeholder Analysis; Sustainable Development;
execute a stakeholder engagement strategy by stepping
                                                               Simulation; Joint Ventures
into one of the six roles. Beyond understanding the
                                                               Industry: Executive, Legislative & General Gov.;
specific challenges faced by each of the key players,
students are asked to highlight their key strategic            Non-Profit Organizations; Oil & Gas Extraction
priorities, map stakeholders’ interests and anticipate their   Setting: Nigeria, Large, 2007
changes in position. They are asked to revive or fracture      Difficulty: 4 - Undergraduate/MBA
specific relationships as their own interests evolve in        Length: 8 pages
ways that best further their own engagement priorities
and short or long-term goals. The simulation also opens        9B08M075B
up a broader platform for exploring the complex                ROYAL DUTCH/SHELL IN NIGERIA
dynamics of stakeholder engagement; the delicate               STAKEHOLDER SIMULATION: THE MOVEMENT
balance of stakeholders’ power, urgency, and legitimacy;       FOR THE SURVIVAL OF THE OGONI PEOPLE
the influence chains that help alter the positions of
                                                               (MOSOP)
specific groups; and the logics that enable or hinder
                                                               Oana Branzei; David Wheeler
constructive collaboration with diverse and/or emerging
                                                               Teaching Note:
stakeholders.
                                                               Publication Date: 12/9/2008
Discipline: General Management; International
                                                               The goal of the simulation is to illustrate the challenges
Issues: Stakeholder Analysis; Sustainable Development;
                                                               in anticipating points of common interest, and the
Simulation; Joint Ventures
                                                               difficulties of overcoming initial antagonistic framing in
Industry: Non-Profit Organizations; Executive,
                                                               order to work together to develop novel positions. The
Legislative & General Gov.; Oil & Gas Extraction               simulation illustrates the tensions, trade-offs and
Setting: Nigeria, Large, 2007                                  challenges involved in mapping and addressing
Difficulty: 4 - Undergraduate/MBA                              competing stakeholder demands in a long-standing
Length: 3 pages                                                conflict that has players’ positions highly polarized. The
                                                               students are organized in six teams and are asked to
9B08M075E                                                      take on the position of six different organizations, map
ROYAL DUTCH/SHELL IN NIGERIA                                   the interactions between these six players by taking a
STAKEHOLDER SIMULATION: SHELL                                  specific point of view, and publicly state their position
PETROLEUM DEVELOPMENT COMPANY OF                               before they begin the engagement exercise. The
                                                               engagement exercise asks the students to develop and
NIGERIA (SPDC)
                                                               execute a stakeholder engagement strategy by stepping
Oana Branzei; David Wheeler
                                                               into one of the six roles. Beyond understanding the
Teaching Note:
                                                               specific challenges faced by each of the key players,
Publication Date: 12/9/2008
                                                               students are asked to highlight their key strategic
The goal of the simulation is to illustrate the challenges     priorities, map stakeholders’ interests and anticipate their
in anticipating points of common interest, and the             changes in position. They are asked to revive or fracture
difficulties of overcoming initial antagonistic framing in     specific relationships as their own interests evolve in
order to work together to develop novel positions. The         ways that best further their own engagement priorities
simulation illustrates the tensions, trade-offs and            and short or long-term goals. The simulation also opens
challenges involved in mapping and addressing                  up a broader platform for exploring the complex
competing stakeholder demands in a long-standing               dynamics of stakeholder engagement; the delicate
conflict that has players’ positions highly polarized. The     balance of stakeholders’ power, urgency, and legitimacy;
students are organized in six teams and are asked to           the influence chains that help alter the positions of
take on the position of six different organizations, map       specific groups; and the logics that enable or hinder
the interactions between these six players by taking a         constructive collaboration with diverse and/or emerging
specific point of view, and publicly state their position      stakeholders.
before they begin the engagement exercise. The
                                                               Discipline: General Management; International
engagement exercise asks the students to develop and
                                                               Issues: Stakeholder Analysis; Sustainable Development;
execute a stakeholder engagement strategy by stepping
                                                               Simulation; Joint Ventures
into one of the six roles. Beyond understanding the
                                                               Industry: Executive, Legislative & General Gov.; Oil &
specific challenges faced by each of the key players,
students are asked to highlight their key strategic            Gas Extraction; Non-Profit Organizations
priorities, map stakeholders’ interests and anticipate their   Setting: Nigeria, Large, 2007
changes in position. They are asked to revive or fracture      Difficulty: 4 - Undergraduate/MBA
specific relationships as their own interests evolve in        Length: 7 pages
ways that best further their own engagement priorities
and short or long-term goals. The simulation also opens
up a broader platform for exploring the complex
dynamics of stakeholder engagement; the delicate
balance of stakeholders’ power, urgency, and legitimacy;
the influence chains that help alter the positions of
specific groups; and the logics that enable or hinder
constructive collaboration with diverse and/or emerging
stakeholders.
Report prepared on: 09/04/2009                                                                                                9
                                                                        NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

9B08M075F                                                      there for cross-cultural and language training. The
ROYAL DUTCH/SHELL IN NIGERIA                                   reader must also evaluate Sarah's complaints to
STAKEHOLDER SIMULATION: THE OGONI                              determine if they are a result of her own inflexibility or
Oana Branzei; David Wheeler                                    whether the host family was inappropriately screened or
Teaching Note:                                                 prepared. Will the remedy be found in having better
Publication Date: 12/9/2008                                    policies governing host families or in having more
                                                               culturally-attuned students?
The goal of the simulation is to illustrate the challenges
in anticipating points of common interest, and the             Discipline: Human Resource Management; International
difficulties of overcoming initial antagonistic framing in     Issues: Cultural Customs; Conflict Resolution;
order to work together to develop novel positions. The         Partnership
simulation illustrates the tensions, trade-offs and            Industry: Educational Services
challenges involved in mapping and addressing                  Setting: Mexico;United States, Medium, 1997
competing stakeholder demands in a long-standing               Difficulty: 4 - Undergraduate/MBA
conflict that has players’ positions highly polarized. The     Length: 4 pages
students are organized in six teams and are asked to
take on the position of six different organizations, map       9B08M078
the interactions between these six players by taking a         SCOTTS MIRACLE-GRO: THE SPREADER
specific point of view, and publicly state their position      SOURCING DECISION
before they begin the engagement exercise. The
                                                               John Gray; Michael Leiblein; Shyam Karunakaran
engagement exercise asks the students to develop and
                                                               Teaching Note: 8B08M78
execute a stakeholder engagement strategy by stepping
                                                               Publication Date: 11/14/2008
into one of the six roles. Beyond understanding the
specific challenges faced by each of the key players,          The Scotts Miracle-Gro company is the world's largest
students are asked to highlight their key strategic            marketer of branded consumer lawn and garden
priorities, map stakeholders’ interests and anticipate their   products, with a full range of products for professional
changes in position. They are asked to revive or fracture      horticulture as well. Headquartered in Marysville, Ohio,
specific relationships as their own interests evolve in        the company is a market leader in a number of consumer
ways that best further their own engagement priorities         lawn and garden and professional horticultural products.
and short or long-term goals. The simulation also opens        The case describes a series of decisions regarding the
up a broader platform for exploring the complex                ownership and organization of the assets used to
dynamics of stakeholder engagement; the delicate               manufacture fertilizer spreaders.
balance of stakeholders’ power, urgency, and legitimacy;       This case is intended to illustrate the application of and
the influence chains that help alter the positions of          tradeoffs between financial, strategic and operations
specific groups; and the logics that enable or hinder          perspectives in a relatively straightforward manufacturing
constructive collaboration with diverse and/or emerging        "make-buy" decision. The case involves a well-known,
stakeholders.                                                  easily-described product that most students would
                                                               assume is made overseas. Sufficient information is
Discipline: General Management; International
                                                               provided to roughly estimate the direct financial cost
Issues: Stakeholder Analysis; Sustainable Development;         associated with internal (domestic) production, offshored
Simulation; Joint Ventures                                     (non-domestic) production and outsourced production.
Industry: Oil & Gas Extraction; Executive, Legislative &       In addition, information is included that may be used to
General Gov.; Non-Profit Organizations                         estimate potential transaction costs as well as costs
Setting: Nigeria, Large, 2007                                  associated with foreign exchange risk.
Difficulty: 4 - Undergraduate/MBA
                                                               Discipline: General Management; International
Length: 9 pages
                                                               Issues: Globalization; Outsourcing; Operations Strategy;
                                                               Supply Chain Management; Operations Management;
9B09C006
                                                               Human Resources Management
SARAH JAMES IN MEXICO: OFTEN WRONG
                                                               Industry: Rubber & Miscellaneous Plastics Products;
BUT NEVER IN DOUBT?                                            Miscellaneous Manufacturing Industries
William A. Andrews                                             Setting: United States, China, Large, 2007
Teaching Note: 8B09C06                                         Difficulty: 5 - MBA/Postgraduate
Publication Date: 1/27/2009
                                                               Length: 11 pages
The case describes a real instance where a college
student, Sarah James, attends a Mexican university (INI)
for the summer to develop her language and
cross-cultural capabilities. At the end of a successful
semester, she e-mails the director of international
recruitment for the Mexican University - with a copy to
her major professor back in the United States -
complaining about the treatment she received from her
host family. She appears to have alienated all parties
involved as she makes her exodus. The reader must
decide how Professor McGill should respond. McGill had
been attempting to build a relationship with the
administration at INI in hopes of sending more students

Report prepared on: 09/04/2009                                                                                              10
                                                                       NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

9B08N015                                                      ethics) and strategic management (in a module on
SHACOM.COM INC.                                               strategic business ethics). This case should provoke
Edward Chow; James E. Hatch                                   holistic thinking and discussion on sustainable business,
Teaching Note: 8B08N15                                        Confucian entrepreneurship and the relationship
Supplemental Material: 7B08N015                               between business ethics and competitive advantages.
Publication Date: 10/28/2008                                  Discipline: Entrepreneurship; General Management;
Revised: 1/15/2009                                            International
The founder of Shacom.com has developed software              Issues: Differentiation; Strategy; Sustainability;
that permits borrowers and lenders to meet on the             Corporate Social Responsibility; Management Science
Internet building on the traditional huei system. He signs    and Info. Systems; Human Resources Management;
a two year agreement with SinoPac, which now wants to         Ethical Issues
renegotiate the arrangement. He must decide whether to        Industry: Real Estate Industry
renegotiate the deal and under what terms.                    Setting: Taiwan, Large, 2008
                                                              Difficulty: 5 - MBA/Postgraduate
Discipline: Entrepreneurship; Finance; International
                                                              Length: 20 pages
Issues: Micro Finance; Financial Services; Valuation
Industry: Business Services
                                                              9B09B001
Setting: Taiwan, Medium, 2008
Difficulty: 4 - Undergraduate/MBA                             SOMBRERO: PROPOSED FRUIT JUICE OUTLET
Length: 19 pages                                              John McLellan
                                                              Teaching Note: 8B09B01
                                                              Publication Date: 1/12/2009
9B08M077
SINYI REAL ESTATE IN TAIWAN                                   An entrepreneur must decide whether to proceed with
Terence Tsai; Borshiuan Cheng; Shubo Philip Liu               the business plan for his startup business. This mini
Teaching Note: 8B08M77                                        case exercise presents all startup costs to open a fruit
Publication Date: 1/12/2009                                   juice outlet in a mall in Al Ain, Abu Dhabi Emirate, United
                                                              Arab Emirates.
As the economies of Greater China continued the
process of rapid transformation and industrialization,        Discipline: Accounting; Entrepreneurship; International
newly industrialized countries (NICs), such as Taiwan         Issues: Customer profitability; Startups; Profitability
and mainland China, experienced dramatic changes in           Analysis; Costs
their business settings. Accompanying the                     Industry: Eating and Drinking Places
industrialization of east Asian economies, business           Setting: United Arab Emirates, Small, 2003
ethics were in a state of flux, as traditional values were    Difficulty: 1 - Introductory
often swept aside to justify profit maximization. In this     Length: 3 pages
ever-changing business environment, what were the
characteristics and benefits of Chinese business ethics?      9B08A019
What role did they play? Could an integrity-based             SYNNEX INTERNATIONAL: TRANSFORMING
business practice serve as a source of competitive
                                                              DISTRIBUTION OF HIGH-TECH PRODUCTS
advantage? What business settings were supporting
                                                              Shih-Fen Chen; Lien-Ti Bei
business ethics? Few studies have paid attention to
                                                              Teaching Note: 8B08A19
these kinds of questions.
                                                              Publication Date: 12/1/2008
Sinyi was one of the most successful real estate agent
companies in Taiwan and mainland China. From a                The case describes how Synnex Technology
Confucian perspective, Sinyi's founder cultivated a           International Corporation (Synnex) in Taiwan
"people-centered" culture for both its customers and          transformed itself from a local distributor of electronic
employees. By applying business ethics as a central           components into a global logistic conglomerate of
differentiating strategy, Sinyi established an excellent      communication and information products between 1985
corporate image and was regarded by many as the role          and 2007. The case analyzes the channel structure of
model of responsible business. Sinyi service was              electronic product distribution and explains how Synnex
regarded as premier in Taiwan. Its customer satisfaction      introduced innovative practices to transform its
rating was also far above the industry average.               operation. The case is designed for MBA students to
Trustworthiness and fair dealing were the company's           grasp some fundamental issues related to distribution
guiding principles. This was in contrast to the-then          channel design and supply chain management in a
chaotic environment of the real estate industry in Taiwan,    marketing or logistic management course.
where basic trust between buyers and sellers was rare
                                                              Discipline: Entrepreneurship; International; Marketing
and deceit existed everywhere.
                                                              Issues: Distribution Channels; Supply Chain
Focusing on using business ethics as a central
differentiating strategy, Sinyi had grown into Sinyi Group,   Management; Marketing Channels; Logistics
which successfully integrated upstream, midstream and         Industry: Electric & Electronic Equipment Supplies
downstream industries and established a                       Setting: Taiwan, Large, 2007
highly-acclaimed business model. Over the past two            Difficulty: 4 - Undergraduate/MBA
decades, Sinyi Group had expanded its operations to           Length: 20 pages
mainland China and forged an alliance with global real
estate brokerage Coldwell Banker.
The case can be used for MBA and EMBA courses in
business ethics (in a module on culture and business
Report prepared on: 09/04/2009                                                                                              11
                                                                         NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

9B08M094                                                        Difficulty: 4 - Undergraduate/MBA
TATA MOTORS’ ACQUISITION OF DAEWOO                              Length: 8 pages
COMMERCIAL VEHICLE COMPANY
Meera Harish; Sanjay Singh; Kulwant Singh                       9B08M054
Teaching Note: 8B08M94                                          THE ASCENDANCE OF AIRASIA: BUILDING A
Publication Date: 2/2/2009                                      SUCCESSFUL BUDGET AIRLINE IN ASIA
In January 2004, the chairman of the India-based Tata           Thomas Lawton; Jonathan Doh
Group, announced that the Tata Group would focus its            Teaching Note: 8B08M54
efforts on international expansion to become globally           Publication Date: 10/31/2008
competitive. This largely domestic vehicle manufacturing        Revised: 2/1/2009
firm subsequently acquired a leading established South          In September 2001, Tony Fernandes left his job as vice
Korean firm, Daewoo Commercial Vehicle Company                  president and head of Warner Music's Southeast Asian
(DCVC). This case focuses on the background of the              operations. He reportedly cashed in his stock options,
firms and the acquisition, and the bidding and acquisition      took out a mortgage on his house, and lined up investors
process. It provides information on the interests of the        to take control of AirAsia, a struggling Malaysian airline.
acquirer and target, and how both came to see the value         Three days later, terrorists destroyed the World Trade
in the acquisition. The Tata Group acquisition presents         Center. Despite the negative aftermath of the 9-11
an uncommon situation of how an Indian firm acquired a          attacks, by 2003, AirAsia had demonstrated that the
firm in South Korea while overcoming a series of cultural       low-fare model epitomized by Southwest and JetBlue in
and other barriers. An analysis of this case provides the       the United States, and by Ryanair and easyJet in
basis for determining what criteria should be considered        Europe, had great potential in the Asian marketplace.
to guide a successful acquisition. A companion case to          Now, Fernandes had to make plans to ensure that
Tata Motors’ Integration of Daewoo Commercial Vehicle           AirAsia maintained its momentum while considering the
Company, #9B08M095.                                             influx of new entrants into the low-fare segment of the
Discipline: General Management; International                   airline industry in Asia.
Issues: International Expansion; International Strategy;        Discipline: Entrepreneurship; General Management;
Management Decisions; Market Entry; Mergers &                   International
Acquisitions; Corporate Strategy; Business Policy               Issues: Entrepreneurial Business Growth; Competitive
Industry: Transportation Equipment                              Strategy; Strategic Positioning; International Business
Setting: South Korea;India, Large, 2004                         Industry: Air Transportation
Difficulty: 4 - Undergraduate/MBA                               Setting: Asia, Medium, 2001-2008
Length: 15 pages                                                Difficulty: 4 - Undergraduate/MBA
                                                                Length: 15 pages
9B08M095
TATA MOTORS’ INTEGRATION OF DAEWOO                              9B08M096
COMMERCIAL VEHICLE COMPANY                                      VICTORY BANK LIMITED (A)
Meera Harish; Sanjay Singh; Kulwant Singh                       W. Glenn Rowe; Unnat Kohli
Teaching Note: 8B08M95                                          Teaching Note: 8B08M96
Publication Date: 2/2/2009                                      Publication Date: 3/31/2009
In January 2004, the chairman of the India-based Tata           The vice-president of corporate and institutional banking
Group, announced that the Tata Group would focus its            at Victory Bank Limited (VBL) finds himself in a political
efforts on international expansion to become globally           imbroglio. He needs to respond to the request by VBL's
competitive. This largely domestic vehicle manufacturing        head of retail and private banking to join his team, even
firm subsequently acquired a leading established South          though the vice-president shares an excellent
Korean firm, Daewoo Commercial Vehicle Company                  relationship with his current boss and is a star performer
(DCVC). This case complements the case “Tata Motors’            within the organization. The vice-president needs to
Acquisition of Daewoo Commercial Vehicles Company,              decide his next steps: whether to accept that new role or
#9B08M094. Commencing from the successful                       to decline it. Students will come to understand how they
completion of the acquisition of DCVC, this case details        can get caught in political battles and how best to
the strategic, organizational and operational changes           manage the politics within the organization. Students will
implemented to integrate the two firms. The value of this       also learn to think their way through the various options
case is twofold: 1) it demonstrates how firms can               faced when tackling similar situations.
effectively integrate an acquired firm, particularly in terms
                                                                Discipline: General Management; International
of the wide range of strategic and tactical actions; and 2)
                                                                Issues: Career Management; Managing Upward;
it provides an example of a firm that takes an unorthodox
approach to integration. Students have an opportunity to        Managing Politics in a Large Organization
evaluate the factors that determine the success of a            Industry: Banking
post-acquisition integration.                                   Setting: India, Large, 2008
                                                                Difficulty: 3 - Undergraduate
Discipline: General Management; International                   Length: 8 pages
Issues: International Expansion; International Strategy;
Management Decisions; Market Entry; Mergers &
Acquisitions; Corporate Strategy; Business Policy
Industry: Transportation Equipment
Setting: South Korea;India, Large, 2004
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                                                                                NEWLY REGISTERED EMERGING MARKETS CASE ABSTRACTS

9B08M097
VICTORY BANK LIMITED (B)
W. Glenn Rowe; Unnat Kohli
Teaching Note: 8B08M96
Publication Date: 3/31/2009
This is a supplement to Victory Bank Limited (A), product
9B08M096. The vice-president of corporate and
institutional banking at Victory Bank Limited (VBL) finds
himself in a political imbroglio. The vice-president needs
to decide his next steps. Students will come to
understand how they can get caught in political battles
and how best to manage the politics within the
organization.
Discipline: General Management; International
Issues: Career Management; Managing Upward;
Managing Politics in a Large Organization
Industry: Banking
Setting: India, Large, 2008
Difficulty: 3 - Undergraduate
Length: 3 pages




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                                                              Ivey Publishing
                                                     Richard Ivey School of Business
                                                    The University of Western Ontario
                                                         London, Ontario N6A 3K7
                                                  Tel: (519) 661-3208 or (800) 649-6355
                                                           Fax: (519) 661-3882
                                                        E-mail: cases@ivey.uwo.ca
                                         or visit our Web site at http://cases.ivey.uwo.ca/cases




Report prepared on: 09/04/2009                                                                                               13