Thursday, March 31, 2011

CARRICK-CAGNA Anne-Marie, SOSA Manuel
mimijumi
© 2011 INSEAD Case Study
Also available: Teaching Note

This is the second part of the case series that takes up Frank Drummond's story when he decides to leave the telecoms business and return to the US where he starts a new venture to develop a new type of baby bottle. He calls on the designer who he worked with on the one button phone. The case describes how they start by defining the brand values as the first step to develop a tangible product that reflect such values. The case then focuses on the development of an innovative baby bottle - looking at the different aspects involved in the concept, design, manufacture and marketing of an innovative baby bottle that will create value for both the parents and babies alike: from the textures, materials, shape, size of the bottle and teat as well as the packaging.

Pedagogical Objectives: 1) From an entrepreneurship viewpoint, this case series emphasizes the value of focusing on a specific user's need (e.g. mobile communication for elderly people; transitioning of breast feeding to bottle in babies). It shows the value of focusing on a niche market to develop an innovative solution. It demonstrates the many advantages to starting small and growing one step at a time by creating value in novel ways for a specific market segment. 2) From a product development process viewpoint, these cases helps students understand the challenge of evaluating and selecting product concepts - a critical stage in the concept development phase.


CARRICK-CAGNA Anne-Marie, SOSA Manuel
Bazile Telecom
© 2011 INSEAD Case Study
Also available: Teaching Note

This is a two part series. Frank Drummond the protagonist is a qualified medical doctor with vast experience in the healthcare sector. He leaves his native US to study for an MBA. Case A describes his first venture into product development. It traces the different stages Frank and the Bazile Telecom team go through in designing the actual phone hardware and the software, and developing the brand values. Just two years later the company is running successfully – a call centre has been set up and they have become a Mobile Virtual Network Operator. Frank, however, has “itchy” feet and is getting weary of the complexities of the telecom industry. He is tempted by a new product development venture proposed by a fellow doctor friend in the US, Bill.

Pedagogical Objectives: 1) From an entrepreneurship viewpoint, this case series emphasizes the value of focusing on a specific user's need (e.g. mobile communication for elderly people; transitioning of breast feeding to bottle in babies). It shows the value of focusing on a niche market to develop an innovative solution. It demonstrates the many advantages to starting small and growing one step at a time by creating value in novel ways for a specific market segment. 2) From a product development process viewpoint, these cases helps students understand the challenge of evaluating and selecting product concepts - a critical stage in the concept development phase.