BUSINESS UPDATES
Expatriate Management
at AstraZeneca
© 2010 IBS Center for Management Research. All Rights Reserved. No part of this publication may be reproduced, stored in a
retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic or mechanical—without permission.
To order copies, call +91-08417-236667/68 or write to the IBS Center for Management Research, IFHE Campus,
Donthanapally, Sankarapally Road, Hyderabad 501 504. Website: www.icmrindia.org
BUSINESS UPDATES
A New Bank Manager's Dilemma
© 2010 IBS Center for Management Research. All Rights Reserved. No part of this publication may be reproduced, stored in a
retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic or mechanical—without permission.
To order copies, call +91-08417-236667/68 or write to the IBS Center for Management Research, IFHE Campus,
Donthanapally, Sankarapally Road, Hyderabad 501 504. Website: www.icmrindia.org
CASE IN FOCUS
Design Thinking and Innovation
at IDEO
-- Harish A, Vivek Gupta
IDEO is a design consultancy firm based in California, US with offices across the globe.
Design consultancy firms are usually associated with product design and most of their clients are
from the auto, electronics, and other manufacturing industries. IDEO had developed an
innovative business model that could be used to design or redesign products as well as services to
provide more value to the end user. It developed a design process by using techniques like
brainstorming, bodystorming, prototyping, and testing to arrive at a solution for the clients' problems. IDEO
actively involved its clients in the design process and willingly taught them how to develop an
innovative culture in their organizations, unlike other consultancy firms, which did not usually reveal
their approach towards designing a solution. IDEO had an employee-friendly work culture with
no hierarchy and used the concept of hot teams. It encouraged teams to help each other in
designing innovative solutions.
© 2010 IBS Center for Management Research. All Rights Reserved. For accessing and procuring the case study, log on
to www.ecch.cranfield.ac.uk or www.icmrindia.org
BUSINESS STRATEGY
Brilliance Auto : A Chinese Automaker with Global Ambitions
-- V Namratha Prasad, S S George
The case describes Brilliance China Automotive Holdings Ltd's (Brilliance Auto) growth initiatives
in the Chinese and global auto markets. It begins with a brief history of the company and then
talks about its Joint Ventures and its technology transfer agreements with major global automakers.
The case also mentions the development of several innovative vehicles that helped the company grow in
the domestic auto market. It then talks about some of the forays made by the company in auto markets
across the world, and concludes with a brief overview of the company's latest projects and future prospects.
© 2010 IBS Center for Management Research. All Rights Reserved. For accessing and procuring the case study, log on
to www.ecch.cranfield.ac.uk or www.icmrindia.org
LEADERSHIP AND ENTREPRENEURSHIP
WaterHealth International : Providing Safe Drinking Water
to the Bottom of the Pyramid Consumers
-- Hadiya Faheem, Debapratim Purkayastha
This case study is about Irvine, California-based WaterHealth International Inc. (WHI), a social
purpose, `for-profit' venture in the safe water sector, focused on serving the traditionally underserved `Bottom
of the Pyramid' (BoP) segment. The company's aim was to ensure increasing returns for the company
and its investors while achieving a social impact.
As of mid-2009, more than 600 WaterHealthCenters (WHCs) had been installed in many
countries including India, the Philippines, and Ghana, providing safe water to more than one million
people around the world. WHI's aim was to take the UVW technology and its water system to needy
communities throughout the world by establishing a global presence. While experts appreciated WHI's efforts
to provide potable supply of water to underprivileged communities in developing countries and felt
the business model was sustainable, they pointed out that certain aspects of its water systems and
business model needed to be changed to make it more relevant to the target segment.
© 2010 IBS Center for Management Research. All Rights Reserved. For accessing and procuring the case study, log on
to www.ecch.cranfield.ac.uk or www.icmrindia.org
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