CASE STUDIES
As part of the Columbia CaseWorks initiative, the Center on Global Brand Leadership is developing new case studies bridging theory and practice with faculty from varied departments at Columbia Business School.
BRITE Case Studies:
With generous support from the Jerome A. Chazen Institute, and as part of the BRITE conference series, the Center is commissioning a series of case studies from Columbia Business School professors in the areas of branding, innovation, and technology. Cases already underway include:
Natalie Mizik, Gantcher Associate Professor of Business, Marketing
How to Value Branded Businesses
This research brief describes existing business valuation methodologies, explains why traditional valuation approaches perform poorly for highly branded businesses and in high technology and innovation focused industries, and presents a new method and a quantitative case study with step-by-step explanation of how to implement a better valuation for a branded business.
Rajeev Kohli, Professor of Marketing, Marketing
Indian Cricket League: Innovation in Cricket
This case concerns a series of innovations in 20/20 cricket, culminating in the formation of the Indian Cricket League last year. The objective of the case is to present facts leading up to the proposal of the Indian Cricket League in response to an unheralded Indian team winning the 20/20 world cup in 2007.
Ava Seave, Adjunct Associate Professor, Finance and Economics
Scripps' Acquisition - and Partial Integration - of Recipezaar.com
This case discusses how the grassroots, social network community site recipezaar.com, founded by entrepreneurs, has been partially integrated into the corporate Scripps company.
Finished Case Studies:
SAP: Building a Leading Technology Brand
In 2000, SAP hired Martin Homlish to transform marketing worldwide and spearhead a strategic branding initiative. Homlish's challenges were to align the organization and communicate the brand consistently, as well as to build a brand strong and flexible enough to continually support changing business objectives. Homlish established SAP Global Marketing, based in New York City, and launched a comprehensive effort to build a powerful global brand.
This effort has produced impressive results for SAP. According to BusinessWeek's annual brand rankings, the value of the brand rose $2.86 billion, or 46 percent, between 2000 and 2005, making SAP the only software company to gain brand value for five years in a row.
The complete case study, "SAP: Building a Leading Technology Brand"; written by Center Faculty Director Bernd Schmitt, and Executive Director David Rogers, is available for download as a .pdf here.
