December '23

Case Folio
The IUP Journal of Management Case Studies
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Back Market and the Global E-Waste Crisis
Science-Based Targets Initiative (SBTi): A Scientific Approach to Define and Achieve Carbon Emission Reduction Targets
BEEAH Group: Building an Integrated Waste Management Model Using Digital Solutions for MENA Region
AA Healthcare: Challenges and Innovations in Scaling Telemedicine Services for Affordable Healthcare
Contents : (Dec' 2023)

Back Market and the Global E-Waste Crisis
Syeda Maseeha Qumer
The case discusses Paris-based Back Market's efforts to tackle the global e-waste crisis by offering a sustainable alternative to new tech, through the creation of an online marketplace specializing in selling professionally refurbished electronic and household appliances. However, the company has been facing some challenges in its fight against e-waste, including expanding to new markets, sustaining growth, broadening the scope of refurbishment from mostly smartphones and tablets to other segments such as gaming consoles and smart home products, and encouraging tech companies to reconsider how they designed and built their devices. The biggest challenge for the company will, however, lie in building consumer trust in refurbished tech and influencing consumer behavior in order to make refurbished their first choice for electronic purchases. With e-waste being such a critical issue for the planet as well as human life, what can the three cofounders of Back Market-Thibaud Hug de Larauze (CEO), Vianney Vaute (CCO), and Quentin Le Brouster (CTO)-do to ensure that its commitment and efforts go far enough to drive change on the ground? What more can Back Market do to capitalize on its commitment and encourage more consumers to use its refurbished products?     More »


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Science-Based Targets Initiative (SBTi): A Scientific Approach to Define and Achieve Carbon Emission Reduction Targets
S Vijaya Lakshmi and Nagendra Kumar M V

Science-Based Targets initiative (SBTi) was a step taken by leading nonprofit organizations engaged in protecting and sustaining the global environmental systems. These included the Carbon Disclosure Project (CDP), the United Nations Global Compact (UNGC), the World Resources Institute (WRI), the World Wide Fund for Nature Inc. (WWFN), and We Mean Business (WMB). WMB, a coalition, was formed to bring together all global business organizations to commit themselves to achieving the objectives of climate change initiatives. SBTi was an effort led by WMB. Its primary purpose was to aid companies in formulating their climate change strategies. This assistance was facilitated by tapping into the collective knowledge and expertise of prominent nonprofit organizations and global networks focused on environmental preservation. The SBTi achieved this through the creation of a scientifically grounded framework. The primary objective of SBTi revolved around collaborating with a network of business organizations and providing them with technical support. The initiative also directed its efforts toward cultivating a substantial collective of companies. Despite these endeavors, SBTi needed help to establish a formal institutional mechanism.     More »


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BEEAH Group: Building an Integrated Waste Management Model Using Digital Solutions for MENA Region
Shwetha Kumari and Jitesh Nair

The case describes how BEEAH Group, a public-private partnership initiative in the UAE, went on to build an integrated business model that offered end-to-end waste management services using digital technologies. The case touches upon the challenges and situation prevailing in the Middle East and North Africa (MENA) region in the early 2000s when the company decided to enter the waste management space through an Emiri decree. It also touches upon how BEEAH restructured itself into a holding company to win large projects and expand into other countries like Egypt and Saudi Arabia in the MENA region. BEEAH decided to move beyond waste management into renewable energy, environmental consulting, and radioactive waste management. The company also decided to diversify into the healthcare industry and partnered with two world-renowned medical institutions from Boston, Massachusetts, US, to develop the Jawaher Boston Medical District, a future-ready innovative patient-centric healthcare network ecosystem. Was the timing right for the company to diversify its operations and move into healthcare and radioactive waste management services and become a pioneering force for sustainable solutions across the MENA region? Would BEEAH's partnership-based model become a successful business model for waste management industry in the MENA region?     More »


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AA Healthcare: Challenges and Innovations in Scaling Telemedicine Services for Affordable Healthcare
Sapna Rakesh and Nidhi Srivastava

AA Healthcare, an online platform specializing in video consultations through an innovative and cost-effective telemedicine device, has encountered challenges in expanding its services, despite a successful five-year track record. Amjad Ali's (Founder) groundbreaking solution has emerged as a sustainable healthcare option for underserved communities in Bihar and Jharkhand. The platform currently functions as a comprehensive healthcare resource, providing convenient access to doctors, hospitals, diagnostic centers, medical stores, ambulances, blood banks, etc. The growth of such firms is particularly significant in India, where affordable healthcare access remains a major concern for policymakers. This case relies on primary data collected between 2019 and 2022, encompassing personal and telephonic interviews, as well as face-to-face meetings with the lead protagonist. The primary objective of the study is to showcase the need for sustainable innovations in the telemedicine and e-healthcare sectors. Moreover, the case study aims to identify and address the challenges hindering the scalability of such services. By highlighting both the successes and obstacles faced by AA Healthcare, this case study contributes to a broader comprehension of scaling telemedicine services for affordable healthcare.     More »


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