Finding inspiration
I find my inspiration to describe actual problems and chosen solution-approaches through the cooperation with organizations.
My case studies inspire my readers to pause when they recognize relevant and similar problems of their own organizations, to reflect upon the organizational system they are in, and at best to draw conclusions for their own acting.
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Case study: Liechtenstein Brewing Co.
Vallaster, C., Kraus, S. and Baldegger, U. (2013)
The Corporate Branding of a Start-Up, in Hayton, J.C., Salvato, C. and Manimala, M. (eds.): Academy of Management (AoM) Entrepreneurship Division Ambassadors Program Casebook, Routledge
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Case study: Attocube Systems
Vallaster, C. and Kraus, S. (2012)
"Attocube Systems", Entrepreneurship – Fallstudien, Kraus, S. (ed)., Springer, 35 – 60.
Vallaster, C. and Kraus, S. (2011)
“Attocube Systems“, Cases in European Entrepreneurship, edited by Thomas M. Cooney, European Commission Enterprise and
Industry, Ireland, 97 – 124.
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Case study: When the customer refuses to pay
The case study „When the customer refuses to pay“ (Harvard Business Managers 12/2012) describes how a founding team ends up in the start-up-trap. Three experts arrive at partially similar, and partially different conclusions.
This case's ethical aspect was of special interest to me. Should the two specialists follow the incitement for bribery? Or do they have to file for bankruptcy? Is is still possible to save the organization? And: what economical mistakes within the organization were made?
Read more:
Harvard Business Manager 12/2012 (german-language)
Publication of University of Lichtenstein (german-language)
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Case study: Promised is promised
Organizations spend a lot of money on inscribing brand messages in the customer's mind. „Does not work does not exist“ is hammered into the clients' minds by the home improvement store Praktiker. Raiffeisen Bank has been promising for years: „We'll clear the road for you“. And the Deutsche Bank claims to provide performance out of passion. How a brand picture is created in the customer's mind through messages like such is subject of many scientific publications.
Unfortunately success does not automatically happen because an organization is spending money on an advertising campaign. The main reason for this is that the customer often experiences quite the opposite in every day life, than what was promised in the advertisement. Their contact person does not have sufficient know-how at his/her disposal to solve the problem; often the customer has to wait for hours in long lanes before he/she can even present the problem. Sometimes the service employees are so threatened by the possibility of being fired that they are more preoccupied with themselves than with the client.
The best advertising promises are worthless when they cannot be redeemed. Include your employees in your brand strategy. In this lecture I present ways to make this work.
Read more:
Harvard Business Manager 2005 (german-language)
