JACR is a publication of the Southwest Case Research Association (SWCRA). JACR publishes teaching cases in all business disciplines. Cases may be grounded in primary and/or secondary data sources. Whether primary or secondary, sources must be well documented.
Airbus Revolutionized the Commercialized Aviation Industry
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Abstract
In 1970 three European companies formed Airbus Industrie, based in France (Letovsky, 2016). From the beginning Airbus remained determined to be a formidable competitor for the U.S. aircraft manufacturing industry. Initially, it benefitted from significant government subsidies and a lack of attention from its U.S. competitors. Fortunately, its first plane offered attractive features that made it a success. This gave Airbus momentum as consolidation occurred in U.S. commercial aviation until the global industry became a duopoly between Boeing and Airbus.
Airbus evolved through strategic partnerships, mergers, and acquisitions, strengthening its position as a global playerin the aviation industry. Airbus boasted an extensive array of aircraft models catering to different market segments and customer requirements.
Boeing, since its founding in 1916, became a dominant player in the commercial aviation airframe manufacturingindustry. However, the jet age significantly reduced the number of players and by the mid-1990s the industry became a duopoly with Boeing and Airbus.
Throughout the 1990s, Airbus continued its march toward leadership of the industry, ultimately taking over as market share leader in 2001. While the technological advantages of its products became critical elements in Airbus’s rise, Boeing pointed to Airbus's substantial support from European governments as a key factor (Letovsky, 2016).
Airbus operated globally, with manufacturing facilities, assembly lines, and subsidiaries located across Europe, Asia, and the Americas. It managed an extensive supply chain network, collaborated with numerous suppliers and partners worldwide, and fostered economic growth and technological change. All of which generated positive financial results.
Arbus seized the moment. Given its financial position, innovation and technology capabilities, aircraft portfolio, and Boeing’s missteps, timing was never better.
Citation:
Kraft, A, Kraft, R. (2024). Airbus Revolutionized the Commercialized Aviation Industry. Journal of Applied Case Research, V21, 3-16. https://img1.wsimg.com/blobby/go/38b22e15-1dc6-48ea-b48c-b4b45e42319a/JACR%20VOLUME%2021%20AUGUST%202024.pdf#page=3
Hoka One One: Marketing An Ugly Shoe
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Abstract
This case describes the explosive growth of Hoka One One athletic shoes. Hoka has grown from around
$1 million dollars in sales in 2012 to $1.4 billion in 2022. The case explains the history of the shoe and how it has grown sorapidly. There are two marketing problems in the case. One is how to manage growth of a brand and still maintain the original brand quality and attraction. The other is to consider how Hoka can continue to grow.
The case is appropriate for an undergraduate principles of marketing class, a core MBA marketing management course and executive education. Learning objectives are:
· How to develop and maintain brand image.
· How to use a grassroots marketing strategy to attract an initial niche market.
· Channel strategy to maintain brand image.
· How to maintain brand image as product moves beyond a niche market.
· Develop growth strategies as a brand matures.
Citation:
Silver, L, Stevens, R. (2024). Hoka One One: Marketing an Ugly Shoe. Journal of Applied Case Research, V21, 17-22. https://img1.wsimg.com/blobby/go/38b22e15-1dc6-48ea-b48c-b4b45e42319a/JACR%20VOLUME%2021%20AUGUST%202024.pdf#page=17
The Collapse of Silicon Valley Bank in 2023
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Abstract
The sudden collapse of Silicon Valley Bank has caused chaos for depositors and venture capital firms, as the bank built a reputation for supporting early-stage, high-growth tech companies with venture capital backing. Due to its unique banking strategy and structure, the SVB case allows students to apply risk and balance sheet management throughdetailed financial statement analysis to identify the causes of the failure and how to prevent such fallout from occurring in the future.
Citation:
Li, M, Lin, Y, Tran, A. (2024). The Collapse of Silicon Valley Bank in 2023. Journal of Applied Case Research, V21, 23-36. https://img1.wsimg.com/blobby/go/38b22e15-1dc6-48ea-b48c-b4b45e42319a/JACR%20VOLUME%2021%20AUGUST%202024.pdf#page=23
This case was awarded the Federation of Applied Disciplines Distinguished Paper Award for SWCRA at the 2024 FBD Conference. Papers selected as the Distinguished Paper during the annual conference are double-blind reviewed and automatically accepted for publication in the Journal of Applied Case Research.
Wreaths Across America, A Non-Profit 501(c)(3) Organization Honoring Veterans
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Abstract
Morrill Worcester is always thinking of ways to recognize and honor our nation’s veterans. You may already befamiliar with Wreaths Across America, the organization that lays wreaths on the graves of veterans at cemeteries across the country. Millions of people provide support to the organization through donations, volunteering their time, and even greeting the caravans that travel across the country to place wreaths on the graves. This case looks at a non-profit 501(c)3 organization and how students might evaluate how the organization can improve its services.
Citation:
Bressler, M. (2024). Wreaths Across America, A Non-Profit 501(c)(3) Organization Honoring Veterans. Journal of Applied Case Research, V21, 37-43. https://img1.wsimg.com/blobby/go/38b22e15-1dc6-48ea-b48c-b4b45e42319a/JACR%20VOLUME%2021%20AUGUST%202024.pdf#page=37
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