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Adobe
John Warnock and Charles Geschke leave Xerox PARC with an innovative idea to revolutionize the printing industry. What theories did they have in mind to achieve their vision?
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Amazon Web Services
Andy Jassy, Amazon’s marketing manager, has built an internal technological infrastructure to efficiently scale up Amazon. Can he create a new market around it?
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Apple
In 2007, Steve Jobs contemplates the future of the iPhone experience. Should Apple prioritize a secure iPhone user experience? Or should Apple differentiate the iPhone through a dedicated software ecosystem?
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Apple's Leadership Transition
1997: Apple Inc. faces a significant decline in its market share, leading to losses and financial distress. What will CEO Gil Amelio, led by Apple’s board, do?
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BMW
In 2019, market dynamics and customer preferences require a reevaluation of BMW’s sales strategy. Should the CEO continue to evolve the traditional dealership model or pursue an alternative approach?
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BP
In the shifting landscape of the energy industry in 2005, should CEO John Browne balance BP's traditional operations with carbon reduction efforts, or fundamentally shift its focus to renewables?
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Baidu
In 2017, Baidu's CEO Robin Li contemplated whether to turn Baidu into a specialist or to develop a more general strategy for the firm. What will be his next steps?
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Blockbuster
At the dawn of the digital era, Blockbuster faces a crucial decision: should it acquire Netflix and adapt to the emerging online landscape, or should it stick to its model, which holds a nostalgic appeal?
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Boeing
Alan Mulally is the CEO of Boeing at an important juncture in its history and has to make strategic decisions that might change the fate of the American giant. Will he envision a plausible future for Boeing?
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Booking.com
In the late 1990s, Geert-Jan Bruinsma, after struggling when looking for a hotel room during a holiday, decides to re-formulate this problem and build a company around it. How will he do so?
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Booking.com 2.0
By December 2017, Booking.com has become a full-fledged experimentation organization. Shall Tans let Frisby run the ultimate experiment that has the potential to change the core identity of the platform?
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Bumble
After facing verbal assaults and gender inequality and departing from Tinder, what will Whitney Wolfe Herd decide to do next?
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ByteDance
Observing the quick development of mobile Internet in China, Zhang Yiming needs to make a decision. Should he take advantage of the trend by growing his current venture or starting another one?
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Calm
In 2016, Calm’s CEO and founder Michael Acton Smith recognizes that the need to boost the company’s sales is now imperative. Will he be able to steer the company towards the next strategic challenge?
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Canva
While tutoring in design at university, Melanie Perkins sees students struggling with graphic design software. Will she take advantage of this potential market gap?
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Carlyle
At the dawn of the European Debt Crisis, Carlyle’s De Benedetti is considering how to exit the fund’s successful investment in Moncler. What shall De Benedetti do?
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Cirque Du Soleil
Guy Laliberté and Gilles Ste-Croix, two street performers, consider launching a new kind of circus, by mixing elements of a traditional circus with street performance, drama, and music.
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CitiCorp
With the goal of becoming the leading bank in North America, how will Citicorp’s John S. Reed renovate the institution for future growth? What attributes will guide his vision and strategic decisions?
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Clubhouse
In 2020, Paul Davison and Rohan Seth want to launch a new business together. Should they follow the audio trend and create yet another social app, or should they develop something different?
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Danaher
Should Larry Culp maintain George Sherman's acquisition-based strategy at Danaher, or transition the industrial conglomerate into a family of strategic growth platforms for increased shareholder value?
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Disney
In 2005, Disney’s animation division is in decline after years of underperforming films, while Pixar is rising as the industry’s dominant player. What will newly appointed Disney CEO Bob Iger do?
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Eataly
After selling his family business, Oscar Farinetti is questioning his future path. Considering his previous experience, what is he going to do?
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Epic Games
After losing share in the mobile market and facing fierce competition in other gaming distribution channels, how will Epic Games’ Tim Sweeney decide on the company's future strategy?
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EssilorLuxottica
In 2016, given their complementary businesses, Essilor and Luxottica enter discussions for a potential merger. Will Del Vecchio and Sagnières join forces to create a giant in the world of eyewear?
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Farfetch
With the rise of e-commerce in the mid-2000s, José Neves is faced with a conundrum in 2008. Should he leverage the e-commerce trend for his fashion business? Or should he keep his focus on offline fashion retail?
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Geox
In 1991, Mario Moretti-Polegato, inspired by an epiphany during a Nevada hike, is torn about whether continuing his family's winemaking business or pursuing an innovative business idea in breathable footwear.
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Google
In a rapidly evolving internet video market of 2006, should Eric Schmidt focus on developing Google's own all-media ecosystem, or accelerate growth through acquiring YouTube to leverage its user base and expertise?
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Grammarly
In 2007, Alex Shevchenko and Max Lytvyn are contemplating whether to stick with their existing plagiarism solution or develop an innovative and comprehensive writing tool that can be used by anyone.
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Hewlett-Packard
Meg Whitman is tasked with a crucial decision: will financial markets recognize a higher value to HP as a single company or as separate entities following a spinout of some of its businesses?
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IBM
In 1993, IBM's new CEO, Louis Gerstner Jr. must decide whether to reinvent the struggling giant as an integrated tech service provider or to break it into a conglomerate of nimble, market-focused entities.
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IKEA
In 2012, the door to IKEA’s dream of entering one of the world's largest retail markets finally opens. Now, it is up to CEO Juvencio Maeztu to seize this opportunity that has been in the making for a decade.
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Intel Centrino
In the early 2000s, the advent of wireless connectivity is heralding a significant transformation in the tech industry. How will Intel respond to the new challenges and opportunities?
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Katjes
As a runner-up in the German fruit gum market, Katjes considers a transformative strategy. Will it be successful and help Katjes to a strong competitive position?
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Klarna
In 2005, Sebastian Siemiatkowski must decide whether to launch Klarna, a “Buy Now, Pay Later” service for e-commerce, or pursue the same path as his peers and become a successful investment banker.
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Kodak
In 1993, George Fisher, the new CEO of Kodak, has the daunting task of transitioning the company into the digital era, amidst the decline of its traditional business model. Can he succeed in saving Kodak?
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Lego
During LEGO's 2004 financial crisis, Jørgen Vig Knudstorp wonders whether to revitalize the child-focused market model, or innovate by shaping LEGO into a community-driven brand, involving adult fans as co-creators.
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Luxottica
Leonardo del Vecchio's Luxottica is already a European leader in eyeglasses. Will he come up with a novel theory of value and disrupt the industry?
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Marvel
In times of decreasing popularity of comic books, shall Cueno and Feige reshape Marvel to appropriate more value from its iconic superheroes, or envision a completely different future for the company?
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Meta
Mark Zuckerberg wonders how to transform Facebook into the metaverse. An immersive social network for avatars or a virtual parallel economy of avatars and creators?
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Microsoft
In 1995, Bill Gates acknowledges the Internet's immense potential. Will he lead Microsoft to ride the crest of this new digital wave, or will he stick with the status quo without disrupting his well-established company?
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Netflix
Reed Hastings wants to bring entertainment to everyone, everywhere, at any time. Which theory of value is the most promising to achieve this goal?
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Netflix HR Structure
In 2009, Netflix CEO Reed Hastings and Chief Talent Officer Patty McCord are determined to find ways to maintain the company's exceptional performance. How would they achieve this ambitious goal?
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Nintendo
Between the 1960s and 1970s, Nintendo is facing a tough crisis. Despite Hiroshi Yamauchi’s several attempts to overcome it, none seems to be the right solution. What should the company do?
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Nokia
In a mobile market that has become a "war of ecosystems", new Nokia CEO, Stephen Elop faces a conundrum for the ages: to join an existing mobile ecosystem or to build an alternative with a partner?
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Novo Nordisk
2021: Novo Nordisk's diabetes drug Ozempic unexpectedly shows weight loss benefits, presenting CEO Fruergaard Jørgensen with a key decision: should they pivot to the fast growing obesity drug market?
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Nvidia
In 2012, Jensen Huang contemplates repositioning NVIDIA as an AI company. Will he continue to focus on the gaming market to maintain its leadership or go all-in on developing chips for AI applications?
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OpenAI
Sam Altman became OpenAI CEO to pursue ethical AI development for society. Four years later, after the astonishing success of ChatGPT, he is starting to think that OpenAI might look like very different in the future.
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Pagani Automobili
Horacio Pagani’s dream has always been ‘to make the best car in the world’. Will he produce a classic supercar or revolutionize the automotive sector?
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Paypal
Max Levchin moves to Silicon Valley to sell encryption software for PDAs. But his theory of value changes when he meets Peter Thiel and Elon Musk...
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Pfizer
As the COVID-19 virus spreads, should Pfizer’s CEO Albert Bourla rely on traditional technologies or bet on the novel mRNA technology?
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Pinduoduo
Colin Huang observed the lack of integration between traditional e-commerce and mobile socializing, recognizing an opportunity to revolutionize the e-commerce industry. How will he seize the chance?
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Porsche
In the late 1980s, Porsche’s fortunes abruptly change for the worse. What will the new CEO Arno Bohn decide to do to return to profitability? What will instead be the theory of Wendelin Wiedeking?
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Red Bull
In the 1982, Dietrich Mateschitz faces a career-defining choice: take the entrepreneurial path and found Red Bull, a new energy drink with unproven potential, or continue his steady corporate career.
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Revolut
In 2022, post-pandemic, should Nikolay Storonsky focus on solidifying Revolut's position as a top neobank, or venture into creating a comprehensive financial 'superapp' in a changing fintech landscape?
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Royal Dutch Shell
After facing one of the largest scandals in the oil industry’s history, how will Jeroen van der Veer, new chairman of Royal Dutch Shell, guide the group back to its former glory?
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Sony
Nintendo's sudden termination of the collaboration with Sony in developing game consoles has left CEO Norio Ohga pondering his next steps. Ohga has a theory for Sony to enter the console market on their own.
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Southwest Airlines
Herb Kelleher and Rollin King are about to revolutionize the airline industry. What is the theory of value on which they are grounding such revolution?
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SpaceX
Elon Musk thinks space is the future of human kind. What theory of value for SpaceX will make it happen?
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Spotify
In the early 2000s, the music industry faces a divide: creators struggled to profit from their work, while providers failed to offer legal piracy alternatives. How will Daniel Ek resolve this impasse?
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Tesla
In 2008, Tesla’s CEO Elon Musk faces a pivotal decision: should he follow the automotive industry's universally adopted dealership model or revolutionize car sales by selling directly to consumers?
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Toyota
In 2022, Akio Toyoda, CEO of Toyota, grapples with a strategic decision: fully commit to BEVs to keep pace with the industry's shifts, or continue to focus on Toyota's successful Hybrid cars in a rapidly evolving market.
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UBS
Swiss regulators have offered UBS the chance to buy shattered rival Credit Suisse. Should UBS take the risky opportunity or continue with its organic growth strategy?
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Uber
In 2008, entrepreneurs Garret Camp and Travis Kalanick meet at a Paris conference with distinct ideas — Camp aims to transform the taxi industry, while Kalanick proposes an innovative home-sharing platform.
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Vestiaire Collective
After working for several years in the fashion industry, Fanny Moizant feels that her entrepreneurial calling is growing stronger. Which entrepreneurial venture will she decide to pursue?
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WeChat
With internet usage on the rise in China, should Pony Ma concentrate on expanding QQ's social networking potential, or develop a versatile 'super-app' for a comprehensive mobile internet experience?
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eBay-PayPal
In 2014, eBay's board comes under scrutiny, as the pressure coming from activist investor Carl Icahn rises. Should John Donahoe, eBay’s current CEO, decide to spin off PayPal?
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