Amadeus IT Group is a leading technology company dedicated to global travel and the tourism industry. In 2017, it is the leading Global Distribution System (GDS), but it has also diversified its activities in IT services. The company is directly affected by the emergence of innovative and disruptive business models in the travel and tourism industry. As an incumbent, Amadeus IT Group is now confronting new competitors such as venture-funded start-ups and consumer technology giants such as Google, Facebook and Instagram. Up to very recent years, the success of the company has been achieved only through organic growth. However, Amadeus IT Group recently decided to accelerate its innovation strategy and develop external growth through the acquisition of other companies in order to adapt to the constant technological evolution of the travel sector. The case study examines Amadeus IT Group's profitable growth strategy and how the company has managed to become a global leader in the GDS (and tourism) industry. Then it introduces the recent disruptive models in the tourism industry and their implications for Amadeus IT Group. Finally, the case study details the new acquisition strategy of Amadeus IT Group since 2013.

This case is about the integrated marketing strategy adopted by HBO for its hit TV drama series Game of Thrones (GoT), which went on to develop a cult-like following. In order to promote the show, HBO developed a multichannel marketing plan which focused on finding innovative ways to keep its consumers engaged at each step of the experience, from generating awareness before the show launched, to maintaining high levels of engagement and finally, cultivating consumers. HBO extensively promoted its show through social media, print, television, online communities and outdoor promotions. Although the drama series attracted criticism for its display of extreme violence and nudity, it managed to create a huge fan base across the world due to its spectacular storyline and brilliant execution and its excellent marketing strategy. A mix of smart marketing campaigns and a consumer-generated Internet buzz sustained interest levels among the audience from season to season. However, some experts felt that TV networks resorting to alternative media and gimmicks was not without its downside as it called into question the credibility of the TV medium itself. Going forward, one of the challenges for HBO would be to hold the interest of the audience and to engage them even in the forthcoming seasons of the series and beyond.

A new Plant Head was brought in to revive the plant when the Nasik unit of Ace India Ltd. was engulfed in severe crunch in 2010 on both people and business fronts. Almost the entire top management was changed, with the whole organization being skeptical and threatened about future. The damages were severe and nothing could be changed overnight. The new Plant Head was not welcomed by the few old HODs left in the plant, who misused their authority and power through their negative attitude. The case highlights how the Plant Head started understanding the dynamics, with a focus on achieving business goals by not sidelining profit parameters, but by correcting the people part. It required careful handling of conflicts and politics through planned change management process. With his inspirational efforts, he proved that 'Attitude makes all the difference' and turned around the work environment and imbued positivity in it within a span of three years. The case throws light on a mix of leadership styles applied by the Plant Head to handle team building and team dynamics to build an energized, motivating and positive organizational culture.