Christoph Lechner

This case study focuses on the creation and management of Daimler's mobility ecosystem in China. It analyzes how the German car manufacturer rolled out its ecosystem strategy in China and managed to establish a car-sharing platform with multiple partners. Daimler adapted its strategy from a station-based to free-floating car sharing and had to deal with different ecosystem partners to succeed over time. The case discusses the underlying business models, competitive strategies to respond to local rivals, and the impacts of future megatrends on Daimler's 'car2go' ecosystem. It ends with a discussion of future challenges for Daimler, including possible collaboration with BMW's 'ReachNow' and Geely's ride hailing service Cao Cao. The case is suited to discuss the benefits and challenges of ecosystem strategies from a strategic management angle, both for undergraduate and MBA classes.

This case describes and compares the growth strategies, the concrete growth initiatives and the resulting corporate competitiveness of the two main British grocery businesses: Sainsbury's and Tesco. It starts in 1990, when Sainsbury's was the clear market leader way ahead of Tesco and ends in 2008, when Tesco reached a market share of about 30% in the UK, roughly the same as its rivals Sainsbury's and ASDA (a Wal-Mart subsidiary) combined. Today, Tesco is not any more a mere UK retailer but an international business providing telephony, financial services, legal services, books, music, and electrical goods. This case is designed to serve the following teaching objectives: (1) to discuss the appropriateness of different growth initiatives based on the comprehensive description of the competitive growth strategies and the resulting corporate competitiveness of two competitors; (2) to analyze possible reasons for more or less successful growth strategies; (3) to see how firms can combine different growth strategies and growth mechanisms in a successful portfolio or bundle of growth initiatives; and (4) to learn about the retail sector, specifically food retailing in the UK. This case is aimed at MBA students and is intended to be part of the strategic management curriculum. It includes a detailed teaching note.