Cases across a wide range of business disciplines
The GSB Teaching Case Collection brings together teaching cases based on real business situations involving Russian and international companies. Organised around a thematic map of the collection, it spans core areas of management, including strategy and transformation, marketing and customer experience, finance and investment, HR and people-centred management, operations, digital transformation, and ESG. The cases are designed for use across different levels of business education—from undergraduate and master’s programmes to MBA and executive education.
Developed with international case-teaching practice in mind
The cases in the GSB Collection are developed for case-based learning and reflect internationally recognised approaches to teaching case design. In shaping our materials, we draw on the practices promoted by leading global organisations in the field of teaching cases.
Ready-to-use teaching materials and methodological support
All cases in the collection have been tested in Graduate School of Business programmes and are ready to be integrated into the learning process. The Case Centre also provides methodological support and advice on using the case method in business education.
Choose a case
Authors: Leevik Yu.S., Strimovskaya A.V., Starchak A.V.
Case registration number: 0066-1-1 (eng.)
Case type: Compact case
Keywords: strategic management, distribution logistics, regional expansion of retail chains, business process reengineering, transport and logistics infrastructure, logistics intermediaries, operational efficiency
Subject area: Operations Management; Strategic Management
Language: English
Time period: 2025, 2026
Additional materials: Teaching note
Abstract: The case examines Enicom LLC, a wholesale distributor facing the expansion of retail chains into regional markets, rising inflation, and intensifying competition. The company’s managers understand that the distributor’s business model must be reconsidered. The central question is whether the response should take the form of gradual improvements to internal processes or a more radical restructuring of the business.
Authors: Leevik Yu.S., Armand, Hussein
Case registration number: 0092-1-1 (eng.)
Case type: Compact case
Keywords: Herbion Naturals; international business; business scaling; Russian market; financial rationale for strategy; marginality; break-even point; cash flow
Subject area: Strategic Management; Financial Management
Language: English
Time period: 2026
Additional materials: Teaching note
Abstract: The case focuses on Herbion Naturals’ choice of a business scaling strategy in the Russian market. At the center is a managerial dilemma involving several growth scenarios, each requiring financial justification, resource reallocation, and risk analysis. The material links international business development with local market context, marketing strategy, budgeting, margins, break-even analysis, payback periods, and the impact of strategic choices on cash flow.
Authors: Veselova L.S., Belyashova N.E., Kirillov A.S.
Case registration number: 0093-1-1 (eng.)
Case type: Compact case
Keywords: Belyov Pastila Manufacture; Chinese market; brand localization; cross-cultural communications; e-commerce; opinion leaders; brand management
Subject area: Marketing; Strategic Management
Language: English
Time period: 2026
Additional materials: Teaching note
Abstract: The case focuses on Belyov Pastila Manufacture’s entry into the Chinese market and the choice of a promotion strategy for a traditional Russian product in a new cultural and consumer environment. It examines brand and product adaptation, packaging and communication localization, choice of promotion channels, work with Chinese digital platforms, social media, and opinion leaders. The central dilemma is how to preserve brand authenticity while adapting to local consumer behavior, competition, and the risks of imitation.
Authors: Veselova L.S., Belyakov A.A.
Case registration number: 0098-1-1 (eng.)
Case type: Compact case
Keywords: TECHNONICOL; India; international business; localization; cross-cultural communications; sales management; distribution; B2B
Subject area: Strategic Management; Organizational Behavior; Marketing
Language: English
Time period: 2026
Additional materials: Teaching note
Abstract: The case focuses on TECHNONICOL’s entry into the Indian market and the adaptation of its operating model, sales, distribution, and management practices to the local business environment. At the center is a strategic international development dilemma: how to gain a foothold in a large and culturally complex market while preserving efficiency, controllability, and technological expertise. The case supports discussion of localization, partnerships, regional differences, price competition, industry standards, hierarchy, trust, and communication in the Indian business context.
Authors: Veselova L.S., Yakovleva V.S.
Case registration number: 0107-1-1 (eng.)
Case type: Compact case
Keywords: Twinby; Chinese market; international expansion; digital product localization; go-to-market; dating app; cultural adaptation; user trust; digital platform; consumer behavior
Subject area: Cross-Cultural Management; Marketing
Language: English
Time period: 2026
Additional materials: Teaching note
Abstract: The case focuses on the strategic dilemma faced by Twinby, a Russian dating application considering entry into the Chinese market. At the center of the case is the choice between deepening growth in more familiar CIS markets and pursuing international expansion into China, where significant scaling potential is combined with regulatory, cultural, and marketing barriers. The material enables discussion of foreign market entry for a digital product, localization of the value proposition, adaptation of communication to local cultural norms, competition with domestic platforms, user trust, and international growth strategy. The case can be used in courses on strategic management, international business, marketing, technology entrepreneurship, and digital platform management.
Authors: Stroganov I.A., Selezneva A.I.
Case registration number: 0070-1-1 (eng.)
Case type: Compact case
Keywords: coffee, business model transformation, operations management, startup, life cycle
Subject area: Strategic Management; General Management
Language: English
Time period: 2025
Additional materials: Teaching note
Abstract: The case focuses on Torrefacto, a company that has roasted coffee beans and sold them through an online store since 2011. After eight years of active growth, the once small, manually managed business faces scaling challenges and competitive pressure. The case invites students to analyze whether the company can change the scale of its processes and survive in the market without “overroasting” its business model.
Authors: Shaposhnikov S.V., Titov S.A., Karagulakov V.I.
Case registration number: 0083-1-1 (eng.)
Case type: Compact case
Keywords: energy efficiency, Japanese market, innovation and tradition, market entry strategy, cross-cultural management, institutional barriers
Subject area: Strategic Management
Language: English
Time period: 2025
Additional materials: Teaching note
Abstract: The case focuses on KARVI, a producer of energy-efficient windows from Sakhalin, at the intersection of culture, technology, and global change. The company had prior experience in the Japanese market in 2016–2022, where it achieved a visible presence despite multiple barriers. Against the backdrop of climate challenges and growing environmental responsibility in Japan, the case examines whether KARVI can use new energy-efficiency regulation as an opportunity while balancing innovation, tradition, market entry barriers, and customer expectations.
Authors: Andreeva K.V., Zvereva N.A., Chetobareva V.V., Novikova L.M.
Case registration number: 0087-1-1 (eng.)
Case type: Compact case
Keywords: marketing strategy, branding, product positioning, Chinese market, logistics
Subject area: Marketing; Logistics and Supply Chain Management
Language: English
Time period: 2025
Additional materials: Teaching note
Abstract: The case focuses on the expansion of Russian milk exports to China through the example of EkoNiva. After receiving access to the Chinese market in 2019 and beginning deliveries in 2020, the company sees China as an attractive destination because of its large population and purchasing power. The case centers on the implementation of this concept and the work of Alexandra Averyanova, Director for Foreign Economic Activity at EkoNiva-Products Food.
Authors: Churakova Iia, Leevik Ylia
Case registration number: 0039-2-1 (eng.)
Case type: Compact case
Keywords: financial management
Subject area: Financial Management
Language: English
Time period: 2023
Additional materials: Teaching note
Abstract: The case focuses on the financial decline of Branko, a book publishing business in St. Petersburg. It invites students to analyze the company’s financial health, accounting statements, cash flow management, and internal conflict in order to understand the causes of the business downturn and evaluate possible managerial responses.
Authors: Voiko A.V.; Malofeeva T.N.
Case registration number: 0051-1-1 (eng.)
Case type: Compact case
Keywords: financial management, cost analysis, inventory management, operational efficiency
Subject area: Financial Management
Language: English
Time period: 2023
Additional materials: Teaching note
Abstract: The case focuses on Sunerzha Trading House, a producer of competitive sanitary engineering equipment. The company seeks to minimize inventory costs by using a just-in-time system, but uncertainty in logistics raises questions about the appropriateness of this approach. At the same time, the production process is stable, leading the owner, Dmitry, to consider whether the company should manufacture purchased components in-house to reduce supply-related costs.
Authors: Guseva N.I., Dvoryashina M.M.
Case registration number: 0011-1-1 (eng.)
Case type: Compact case
Keywords: marketing, branding, strategic management
Subject area: Marketing; Strategic Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case is designed for senior bachelor’s and master’s students, as well as MBA and EMBA participants in strategic management, strategic thinking and management, corporate governance, strategic marketing, and related areas. It enables analysis of corporate strategic alternatives, their transformation into competitive and functional strategies with an emphasis on marketing strategy, and the implementation of these strategies in the highly turbulent business environment caused by the COVID-19 pandemic.
Authors: Minnigaleeva G.A., Maron M.A.
Case registration number: 0012-1-1 (eng.)
Case type: Compact case
Keywords: entrepreneurship, strategic management, financial management
Subject area: Strategic Management; Financial Management; Technology Entrepreneurship
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case presents typical situations faced by entrepreneurs as they develop a business and then decide to sell it. It describes real and common challenges for early-stage entrepreneurs around the world. The material traces the development of a successful Russian foodtech startup and allows students to analyze strategic choices during its growth. The case can be used for senior bachelor’s and master’s students, as well as MBA participants in entrepreneurship. Depending on their level of preparation, students can practice applied market analysis, startup valuation, strategic decision-making, strategy selection, and preparation of materials for a pitch. The case is based on field research, an interview with one of the startup’s founders, and open-source information.
Authors: Kiselev S.V., Zelenova O.I.
Case registration number: 0013-1-1 (eng.)
Case type: Compact case
Keywords: executive search; executive recruitment; talent management; business ethics; business reputation; personal data; professional services
Subject area: Human Resource Management; Strategic Management; Organizational Behavior
Language: English
Time period: 2022
Additional materials: Teaching note not indicated
Abstract: The case was developed from an original Harvard Business Review publication for senior bachelor’s and master’s students, as well as MBA participants in strategic management, entrepreneurship, business ethics, human resource management, professional services, and personal data protection. Based on the author’s practical experience and 25 years of industry expertise in recruitment, the case explores the work of executive search firms in the Russian context and invites students to analyze decisions involving clients, colleagues, family, business reputation, and conflicts of interest in an era of digital transformation.
Authors: Akim M.E., Boltrukevich V.E.
Case registration number: 0014-1-1 (eng.)
Case type: Compact case
Keywords: operations management, consumer behavior
Subject area: Operations Management; Consumer Behavior
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case illustrates how the design of an operating system supports a company’s overall strategy. Using Ilya Sukhikh’s Georgian casual dining restaurant as an example, students analyze why specific operational decisions were made and how they relate to strategy. The case supports discussion of the customer journey, process diagrams, inventory, takt time, cycle time, and throughput time, while showing how process design and operational decisions influence both costs and revenues.
Authors: Morozova Yu.A., Demin A.S.
Case registration number: 0015-1-1 (eng.)
Case type: Compact case
Keywords: operations management, strategic management, consumer behavior
Subject area: Operations Management; Consumer Behavior; Strategic Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case focuses on the Pushkin Museum as a nonprofit organization and socially significant institution that must develop a strategy over several decades. Accelerating digitalization shortens the life cycle of technologies and products, forcing the museum to balance long-term planning with the need for short-term adaptation. The case invites students to discuss how a museum can remain socially relevant, commercially sustainable, globally competitive, and responsive to digital transformation.
Authors: Tsarkov I.N., Gabrielov A.O.
Case registration number: 0016-1-1 (eng.)
Case type: Compact case
Keywords: strategic management, financial management
Subject area: Strategic Management; Financial Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case is designed for graduate students, including MBA participants, in finance-related programs and can be used in courses on corporate finance, financial management, mergers and acquisitions, and company valuation. Based on open data, including official company statements, stock exchange information, financial reports, analyst opinions, and executive interviews, the case requires the use of different approaches to company and strategic deal valuation and develops skills in searching, analyzing, and applying information from open sources.
Authors: Podverbnykh U.S., Cheglakova L.M., Pushkareva N.O.
Case registration number: 0017-1-1 (eng.)
Case type: Compact case
Keywords: talent management/organizational behavior, strategic management
Subject area: Strategic Management; Organizational Behavior
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case examines talent management as a concept that evolved from performance management and helps companies improve results through high-performing and loyal employees. It shows how a company can attract, acquire, and manage talent in an emerging market while changing its business strategy. The case also provides empirical support and theoretical context for strategic human resource management discussions on talent management.
Authors: Smeltsova S.V., Demin A.S.
Case registration number: 0018-1-1 (eng.)
Case type: Compact case
Keywords: operations management, strategic management
Subject area: Operations Management; Strategic Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case is intended for early-year bachelor’s students in management and develops the logic of strategic decision-making. It presents the situation of an innovation studio within an electronic payment system entering a new market. Students are asked to consider market size, growth potential, business distance, sociocultural factors, and top management’s strategic vision. The case also highlights the absence of centralized management and the need to align divisional objectives with headquarters, encouraging flexible and out-of-the-box decision-making.
Authors: Vetrova T.V., Buzulukova E.V.
Case registration number: 0019-1-1 (eng.)
Case type: Compact case
Keywords: marketing, consumer behavior, strategic management
Subject area: Marketing; Strategic Management; Consumer Behavior
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case focuses on Gillette, a global leader in the shaving products category. During the pandemic, the company faced falling demand, changing consumer behavior, and a declining share of younger customers. The brand seeks to restore its position by attracting and retaining men under 25. The case helps students understand marketing through the lens of generational theory and identify effective ways to engage a younger audience.
Authors: Vetrova T.V.
Case registration number: 0020-1-1 (eng.)
Case type: Compact case
Keywords: marketing, consumer behavior, financial management
Subject area: Marketing; Financial Management; Consumer Behavior
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case examines MegaFon, one of Russia’s four major mobile network operators and the national leader by number of 4G base stations. Due to the pandemic and market-specific factors, the company faced declining demand and revenue. Its task is to attract a new paying audience through a tariff based on the sharing economy. The case asks students to design the configuration of a sharing tariff by analyzing the mobile communications market and consumer preferences for digital services.
Authors: Rebyazina V.A.; Starkov A.G.
Case registration number: 0022-1-1 (eng.)
Case type: Full-format case
Keywords: e-commerce market, marketing, marketplaces, marketing strategy, e-commerce business models
Subject area: Marketing; Strategic Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case examines Ozon, which by 2021 had become one of the strongest e-commerce brands in Russia, partly due to the rapid growth of online commerce during the COVID-19 pandemic. Dmitry, the company’s development director, must identify other sources of Ozon’s success, determine its competitive advantages, and propose further development options in the Russian e-commerce market. The case can be used to discuss market analysis, marketing strategy, competitive advantage, and e-commerce.
Authors: Lebedev A.V.
Case registration number: 0023-1-1 (eng.)
Case type: Full-format case
Keywords: international marketing, strategic management, risk assessment, pricing, international logistics
Subject area: Strategic Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case focuses on Segezha Group, a Russian vertically integrated timber holding with direct access to raw materials, low production costs, and strong profitability. After a successful IPO in 2021, the company faced a sharp revision of commercial and operational conditions in 2022 as geopolitical changes disrupted traditional supply chains. An external consultant, the main character of the case, must analyze the company’s export strategy and define its next steps.
Authors: Muravskii D.V.
Case registration number: 0024-1-1 (eng.)
Case type: Full-format case
Keywords: marketing strategy
Subject area: Marketing; Services Marketing
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case examines MEDSI, a leading Russian private clinic network, at the beginning of the COVID-19 pandemic. Management realized that SmartMed, the company’s digital application, could become a major growth driver and competitive advantage. Alexander, MEDSI’s director of digital transformation, must address several tasks related to digitizing doctor–patient interaction and developing new telemedicine services. The case can be used to discuss digital transformation, customer journey management, customer orientation, relationship marketing, service marketing, healthcare marketing, and medical services markets.
Authors: Rozhkov A.G.
Case registration number: 0027-1-1 (eng.)
Case type: Full-format case
Keywords: marketing strategy, retail, branding, assortment policy, private labels, toy market
Subject area: Marketing; Branding
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: The case focuses on Detsky Mir after the retailer completed a comprehensive transformation of its business processes by 2016, achieving strong operating and financial results. Maria, the commercial director, sees the next stage of development in expanding the assortment through Detsky Mir’s private labels. She must assess the advantages and disadvantages of this strategy and find a balance between partnerships with key suppliers, including international brand owners, and increasing the share of private labels.
Authors: Rogova Elena, Nazarova Varvara
Case registration number: 0040-2-1 (eng.)
Case type: Compact case
Keywords: ESG, financial management, corporate finance
Subject area: ESG; Financial Management
Language: English
Time period: 2022
Additional materials: Teaching note
Abstract: Yandex is the largest technology company in Russia and holds a leading position in the Russian search and portal segment. The case allows students to act as analysts and develop an investment strategy based on financial data, market positioning, business model analysis, and ESG considerations. Students step into the role of Alexey Kovalev, a newly hired analyst, and prepare a recommendation for a European client on whether to include Yandex NV shares in an investment portfolio.
Authors: Ivanova E.A., Milovantseva N.M
Case registration number: 0001-1-1 (eng.)
Case type: Compact case
Keywords: strategic management, ESG
Subject area: ESG; Strategic Management
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case is designed for senior bachelor’s and master’s students and can be used in courses on business ethics, corporate social responsibility, sustainable development, social entrepreneurship, and strategic management. Based on field research and open-source information about a Russian flagship producer of healthy snacks, the case asks students to identify, analyze, and understand the risks and opportunities businesses face when introducing environmentally friendly packaging in emerging markets. It also explores how to design and continuously improve a product in line with circular economy principles.
Authors: Rebyazina V.A., Rozhkov A.G.
Case registration number: 0002-1-1 (eng.)
Case type: Compact case
Keywords: marketing, branding, strategic management
Subject area: Marketing; Strategic Management
Language: English
Time period: 2020-2021
Additional materials: Teaching note
Abstract: The case focuses on Kalashnikov Group, the world-famous firearms manufacturer behind the legendary AK-47 brand. The company is developing Kalashnikov Club, a community for firearm enthusiasts, with the aim of attracting new B2C customers and building a new customer experience strategy using modern CRM and CX systems. The central question is how Kalashnikov Club should be positioned to retain existing customers while attracting new ones. The case can be used in courses on marketing, branding, and strategic management.
Authors: Mondrus O.V., Osipova A.S.
Case registration number: 0003-1-1 (eng.)
Case type: Compact case
Keywords: change management, talent management, organizational behavior
Subject area: Organizational Behavior; Human Resource Management
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case is designed for courses on talent management, change management, organizational behavior, and related disciplines. Drawing on real data from CROC, one of the leaders of the Russian IT market, the authors bridge practical and theoretical approaches to talent management. The material gives students insight into a contextual approach to talent management and demonstrates features of a talent management system and its connection to company strategy.
Authors: Lebedev A.V., Panteleeva E.K.
Case registration number: 0004-1-1 (eng.)
Case type: Compact case
Keywords: branding and positioning, audience segmentation, loyalty management, customer communication channels, marketing communications, ESG
Subject area: Marketing; ESG
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: After 25 years of successful development, Perekrestok, a leading Russian grocery supermarket chain, found itself “suspended between heaven and earth”: customers increasingly perceived it as an ordinary supermarket with quality goods, which led more shoppers to buy on promotion and threatened the retailer’s operating profit. In response to growing consumer and retailer interest in healthy and sustainable lifestyles and the attractiveness of the “green” customer segment, Perekrestok decided to reposition its brand.
Authors: Gorgisheli M.V., Sterligova A.N.
Case registration number: 0005-1-1 (eng.)
Case type: Compact case
Keywords: logistics and supply chain management, marketing, strategic management
Subject area: Marketing; Strategic Management; Logistics and Supply Chain Management
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case examines a challenging situation in the development of one of Europe’s most successful e-commerce startups in a highly competitive market under conditions of heightened uncertainty in early 2020. Seasonal risks of falling product supply, delayed deliveries, and order cancellations during Chinese New Year coincided with the first reports of a coronavirus outbreak in China. The case enables analysis of corporate strategic alternatives, their translation into business and functional strategies, and the implementation of those strategies under uncertainty.
Authors: Artamoshina P.S., Grishchenko T.Yu.
Case registration number: 0006-1-1 (eng.)
Case type: Compact case
Keywords: marketing, branding, strategic management
Subject area: Marketing; Strategic Management
Language: English
Time period: 2021
Additional materials: Teaching note not indicated
Abstract: The case is based on the real experience of Persona, a Russian startup from Saint Petersburg offering digital solutions for the fashion industry. It is aimed at developing an understanding of design thinking and its potential value in contemporary business. The case illustrates the use of artificial intelligence in fashion to improve service quality through user experience and demonstrates how design thinking can be applied in other industries and business contexts, including marketing and branding.
Authors: Isaeva O.M., Osipova O.S.
Case registration number: 0007-1-1 (eng.)
Case type: Compact case
Keywords: organizational behavior, change management
Subject area: Strategic Management; Organizational Behavior
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case was developed in partnership with the HR director of Posuda LLC, a subsidiary of Paşabahçe, a multinational company and a leader in glassware production in Russia. It addresses organizational culture and organizational change as essential conditions for adapting a modern business to a rapidly changing environment. The case is intended for undergraduate and graduate management students and can be used in courses on organizational change, human resource management, and organizational behavior.
Authors: Vinogradov A.B, Ivanova A.V.
Case registration number: 0008-1-1 (eng.)
Case type: Compact case
Keywords: marketing, branding, strategic management, logistics and supply chain management
Subject area: Marketing; Strategic Management; Logistics and Supply Chain Management
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: VkusVill, a young but rapidly growing grocery retailer, faced an unexpected surge in online orders caused by the coronavirus pandemic. To meet the increased demand, the company had to respond quickly. Valery Fedorov, VkusVill’s logistics manager and the main character of the case, must make important decisions that will shape the company’s further development. Depending on the discussion questions selected, the case can be used for bachelor’s, master’s, and MBA students in logistics and supply chain management, as well as strategic management.
Authors: Zelenkov Yu.A., Silchev V.A.
Case registration number: 0009-1-1 (eng.)
Case type: Compact case
Keywords: logistics and supply chain management, data analysis, strategic management, organizational behavior
Subject area: Logistics and Supply Chain Management; Strategic Management; Organizational Behavior
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case introduces non-technical students to data science, machine learning, and predictive analytics. It examines the online retailer Deliver2.me, which faces a supplier reliability problem. One possible solution is to use machine learning models to classify suppliers. The case can be used in doctoral, MBA, and EMBA programs in management, including strategic management, logistics, and human resource management, as well as in introductory data analytics courses for bachelor’s and master’s programs in business informatics, business analytics, and e-business.
Authors: Likhachev A.A., Stepanov A.K.
Case registration number: 0010-1-1 (eng.)
Case type: Compact case
Keywords: marketing, branding, strategic management
Subject area: Marketing; Strategic Management
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The founders of the technology startup Tardis — Mikhail Matrosov, Vage Taamazyan, and Stanislav Podshivalov — are discussing the prospects of their business. Their 3D scanner project, designed to capture key parameters of the human body, has received several grants. Representatives of various industries have shown interest, but the scanner has not yet helped any of them increase sales. A meeting with an insider from the apparel retail market makes the entrepreneurs consider a sharp change in business development, including its marketing component.
Authors: Voloshchuk P.V., Kusraeva O.A., Pligin A.S.
Case registration number: 0025-1-1 (eng.)
Case type: Full-format case
Keywords: marketing, branding, marketing communications, positioning, new product development, product launch, snack market
Subject area: Marketing; Branding
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case follows Agroholding STEPPE, one of the leaders of the Russian agricultural market, after its 2021 acquisition of a sunflower seed processing facility. Marina Groz, the commercial director of one of the holding’s companies, must urgently develop a strategy for launching a new consumer brand in the snack category, a product category new to the company. She must define the future brand and product and design the distribution, communication, and pricing components of the marketing mix.
Authors: Klimanov D.E.
Case registration number: 0026-1-1 (eng.)
Case type: Full-format case
Keywords: marketing strategy, retail, branding, assortment policy, private labels
Subject area: Marketing
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case examines Binnopharm Group as the COVID-19 pandemic significantly changes the structure and dynamics of the pharmaceutical market. By late 2021, management realizes that the company must revise its business strategy to maintain leadership. Andrey, the marketing and sales director, must analyze the market and several stages of its transformation in order to select the most attractive investment directions, make strategic decisions for key customer groups, and develop a sales and marketing expense plan across major promotion channels.
Authors: Mondrus O.V., Kusraeva O.A; Dubovskov A.A.
Case registration number: 0021-1-1 (eng.)
Case type: Full-format case
Keywords: strategic marketing, strategic management, competitive advantage, ecosystem, value proposition, product portfolio, mobile communications market
Subject area: Marketing; Strategic Management
Language: English
Time period: 2021
Additional materials: Teaching note
Abstract: The case follows Andrey, the president of MTS, who in 2015 proposes launching a new tariff plan in Russia after its success in a neighboring country. He believes the tariff could help MTS maintain market leadership and differentiate itself from competitors. However, much of the Russian team is skeptical. Andrey must justify the proposal and persuade colleagues. The case can be used to discuss product portfolio management, value proposition design, competitive advantage, ecosystem formation, and the mobile communications market.