case studies related to business

Business Case Studies

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Many academic and business institutions develop and publish case studies. Some of these organizations provide free access to their case studies:

• Acadia Institute of Case Studies Focuses on entrepreneurship and small business operations.
• Business Case Studies by Company
• Business Ethics Case Analyses
• Canadian Centre for Occupational Health & Safety: Workplace Health Case Studies
• Case Centre Available for a fee.
• Daniels Fund Ethics Initiative Case Studies
• Give to Get Marketing. Marketing and Advertising Case Studies
• HR Open Source Case Studies
• MarketingSherpa Choose "Case Studies" as the content type in the filters.
• MaRS Search for "case study" in the top right search box.
• MERLOT Business Cases
• MIT LearningEdge Case Studies Free case studies by MIT Sloan School of Management.
• Penske. Logistics Case Studies
• Society of Human Resources Management.
• Open Case Studies Project by UBC The Open Case Studies project at UBC brings together faculty and students from different disciplines to write, edit, and learn with case studies that are free and open.
• World's Best Case Studies Short video case studies covering topics including consumer goods, services, and technology.
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• Last Updated: Jan 17, 2024 11:02 AM
• URL: https://guides.library.ubc.ca/businesscases

Prepare your students to navigate business challenges by immersing them in real-world scenarios.

Transform business education

Bring excitement into your classroom with engaging case discussions and introduce students to the challenge and fun of making important decisions.

Illustrate business concepts

Help students learn by doing with over 50,000+ cases featuring real-world business scenarios spanning across multiple areas of business.

Encourage new ways of thinking

Student build confidence and critical thinking skills while learning to express their ideas and convince others, setting them up for success in the real world.

Explore Different Types of Cases

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Case Teaching Seminar

Register now for our Teaching with Cases Seminar at Harvard Business School, held June 21 - 22 . Learn how to lead case discussions like a pro and earn a certificate from Harvard Business Publishing.

Fundamentals of Case Teaching

Our new, self-paced, online course guides you through the fundamentals for leading successful case discussions at any course level.

Case Companion: Build Students’ Confidence in Case Analysis

Case Companion is an engaging and interactive introduction to case study analysis that is ideal for undergraduates or any student new to learning with cases.

Discover Trending Cases

Stay up to date on cases from leading business schools.

Discover new ideas for your courses

Course Explorer lets you browse learning materials by topic, curated by our editors, partners, and faculty from leading business schools. 

Teach with Cases

Explore resources designed to help you bring the case method into your classroom.

Inspiring Minds Articles on Case Teaching

Insights from leading educators about teaching with the case method.

Book: Teaching with Cases: A Practical Guide

A book featuring practical advice for instructors on managing class discussion to maximize learning.

Webinar: How ChatGPT and Other AI Tools Can Maximize the Learning Potential of Your Case-Based Classes

Register now.

Supplements: Inside the Case

Teaching tips and insights from case authors.

Guide: Teaching Cases Online

A guide for experienced educators who are new to online case teaching.

Educator Training: Selecting Cases to Use in Your Classes

Find the right materials to achieve your learning goals.

Educator Training: Teaching with Cases

Key strategies and practical advice for engaging students using the case method.

Frequently Asked Questions

What support can I offer my students around analyzing cases and preparing for discussion?

Case discussions can be a big departure from the norm for students who are used to lecture-based classes. The Case Analysis Coach is an interactive tutorial on reading and analyzing a case study. The Case Study Handbook covers key skills students need to read, understand, discuss and write about cases. The Case Study Handbook is also available as individual chapters to help your students focus on specific skills.

How can I transfer my in-person case teaching plan to an online environment?

The case method can be used in an online environment without sacrificing its benefits. We have compiled a few resources to help you create transformative online learning experiences with the case method. Learn how HBS brought the case method online in this podcast , gather some quick guidance from the article " How to Teach Any Case Online ", review the Teaching Cases Online Guide for a deep dive, and check out our Teaching Online Resources Page for more insights and inspiration.

After 35 years as an academic, I have come to the conclusion that there is a magic in the way Harvard cases are written. Cases go from specific to general, to show students that business situations are amenable to hard headed analysis that then generalize to larger theoretical insights. The students love it! Akshay Rao Professor, General Mills Chair in Marketing at the University of Minnesota

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This listing contains abstracts and ordering information for case studies written and published by faculty at Stanford GSB.

Publicly available cases in this collection are distributed by Harvard Business Publishing and The Case Centre .

Stanford case studies with diverse protagonists, along with case studies that build “equity fluency” by focusing on DEI-related issues and opportunities are listed in the Case Compendium developed by the Center for Equity, Gender and Leadership at the Berkeley Haas School of Business.

CEO Crisis in Napa: Laila Tarraf

Intersections in paradise: economics and sustainability in palau, 2024, udemy: the founding story, adobe in 2023: transforming marketing through digital experience.

Adobe, founded in 1982, set out to develop software that would enable high-fidelity digital printing and publishing. A decade later, Adobe PDF quickly became the industry standard for preserving and sharing digital document formatting, fonts, images, and…

GoodLeap, spearheaded by Hayes Barnard, emerges as a pioneering financing platform offering comprehensive solutions for sustainable living, including solar loans, home purchasing, refinancing, and improvement loans. Barnard, with a robust background at…

Seconds to Save Lives with Viz.ai

Ajaib: building a high-growth southeast asian fintech venture, eyes on the prize: eyewa’s mena journey, hijra: building an islamic challenger bank.

Dima Djani founded Hijra in late 2018 to provide digitally-enabled financial services to businesses and consumers who followed Islamic finance principles. Islamic finance prohibited the use of usury (interest), mandated that all transactions been linked…

Polpharma Group: Transformation Through Innovation

When Markus Sieger was appointed CEO of Polpharma Group in 2016, he found himself at the helm of a company that would be deemed successful by virtually any metric. Polpharma Group included Poland’s leading pharmaceutical company and leading drug…

Stanford Health Care

• Dean Jonathan Levin

This Managing Growing Enterprises (MGE) case presents a multifaceted examination of leadership challenges in the academic sector, encompassing issues of faculty negotiation, student-faculty relations, crisis management, and institutional response to…

ClearMetal, a supply chain software-as-a-service startup, exemplifies the challenges of innovating in the global container shipping industry. Under CEO Adam Compain, the company developed a solution to reduce the costly repositioning of empty shipping…

Board Dynamics at Defy, Inc.: When is the Right Time to Raise the Next Round?

Defy, Inc. developed individual safety software solutions for highly automated aircraft operation through its FlySafe modular platform. Defy’s cofounders saw great potential in flying drones to solve the last-mile problem in deliveries. In addition to…

Founders Fund: Every Moment Happens Once

Nuveen and ecozen solutions: valuing a private equity impact investment.

In December 2021, Rekha Unnithan, CFA, received a cold outreach from Devendra Gupta, co-founder and CEO of Ecozen Solutions (“Ecozen”), an agriculture-focused cleantech business based in Pune, a major technology and manufacturing hub in India. Founded in…

APA Technologies

APA Technologies, a startup in the trucking industry, faced a significant challenge with its innovative product, the Tyro - an automatic tire inflation device. Founders Brad Miller and Jeffrey Howell, Stanford mechanical engineering students, developed…

APA Technologies (A): Just When We Were Hitting Our Stride

Apa technologies (b): no good deed goes unpunished, apa technologies (c): a potential partnership, apa technologies (d): reveal, senaca east africa (a): a family security business grapples with expansion.

Senaca East Africa, aka Sentry & Patrols, is a Kenya-based security guard firm founded in 2002 by John Kipkorir, a longtime member of the Kenyan police. At the time, there were only a few well-known Kenyan-owned security companies, and crime was rising…

Jason Scott: Creating a Dream Job to Find and Fund Entrepreneurs Across the Globe

Jason Scott’s superpower had always been his ability to connect people and ideas across industries, sectors, and geographies. After graduating from Stanford GSB, he pursued his professional North Star of finding the best entrepreneurs in the world and…

Impact Engine: Measuring Impact Across Investment Stages

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Top 40 Case Studies of 2022-23

A case about a unique partnership to bring public toilet facilities to Indian slums earned the top spot in the 2022-23 Top 40 Yale case studies round up.

Delving into the complex project management landscape of a partnership between governments, designers, academic, and NGOs in India, the Project Sammaan case study jumped to the #1 spot this year from #30 in 2021 based largely on its strong sales to academic institutions.

Cases on the uses of debt and equity at Hertz that took the top two spots last year continued their strong showing this year at #2 and #3.

Surprisingly, the abridged version of the Toyota 2010 case leapt from #40 in last year’s roundup to #4; perennial favorite Coffee 2016 took #5 and cases involving search funds, private equity, and Cadbury, another perennial favorite, rounded out the top 10.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

Other year-end data for 2022-23 showed that:

• 26K case users from 156 countries and all 50 U.S. states interacted with 191 Yale cases.
• Over fifty percent of case users came from outside the U.S. with India, Tanzania, and the Philippines making up the bulk.
• 22 cases on the list are "raw" and 18 "cooked."
• The top 40 cases were supervised by 21 different Yale SOM current and former faculty members, several supervising multiple cases.

All of the 2022-23 Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases for 2022-23 are:

1 Project Sammaan

2 Hertz Global Holdings (A): Uses of Debt and Equity

3 Hertz Global Holdings (B): Uses of Debt and Equity 2020

4 Toyota 2010 (Abridged)

5 Coffee 2016

6 Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

7 Gardner Denver

8 Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

10 Suwanee Lumber Company (B)

11 Marina Bay Sands

12 IBM Corporate Service Corps

13 Shake Shack IPO

14 Children's Premier

15 Hirtle Callaghan & Co

16 Volkswagen

18 Commonfund ESG

19 Alternative Meat Industry

20 Mastercard

21 Palm Oil 2016

22 Design at the Mayo Clinic

23 Mercy Corps

24 Mike Erwin: An accidental social entrepreneur

25 DonorsChoose.org

28 The Alibaba Group

29 Giant Bicycle: Bike-Sharing in Taipei

30 American Greetings

31 Air Canada

32 Achievement First

33 Tesla in Germany

34 Nielsen: How Will the Company Maintain Its Commitments to Multiple Stakeholder Groups?

35 Climate Change Capital

36 2011 Debt Limit Crisis: How Should the Fed Respond?

37 The Future of Malls: Was Decline Inevitable?

39 Herman Miller

40 AXA: Creating the New CR Metrics

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What the Case Study Method Really Teaches

• Nitin Nohria

Seven meta-skills that stick even if the cases fade from memory.

It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.

During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”

• Nitin Nohria is the George F. Baker Professor of Business Administration, Distinguished University Service Professor, and former dean of Harvard Business School.

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Business Case Studies

Open access cases.

• Getting Started
• Harvard Business School Cases
• Diverse Business Cases
• Databases with Cases
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• Citing Business Sources

A number of universities and organizations provide access to free business case studies.  Below are some of the best known sources.

• << Previous: Books with Cases
• Next: Case Analysis >>
• Last Updated: Apr 25, 2024 10:02 AM
• URL: https://library.bu.edu/business-case-studies

28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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Case Studies in Business, Management, and Organizations

Case studies - full text as part of library subscription.

• Sage Business Cases This link opens in a new window SAGE Business Cases is a digital collection of business cases tailored to library needs – providing faculty, students and researchers with unlimited access to more than 4,850 authoritative cases from over 120 countries. SAGE curates interdisciplinary cases on in-demand subjects such as entrepreneurship, accounting, healthcare management, leadership, social enterprise, and more. Publishing partners include Yale University, Kellogg School of Management, Society of Human Resource Management, and more. For Instructors: additional teaching note material is available; please contact the library for more information on how to access this content.
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• Business Source Premier --Abstracts for Harvard Business School Case Studies from 1942 to the present are available as part of Business Source Premier. Full text of the case is not available.
• Harvard Business School Case Studies The case method forms the basis of learning at Harvard Business School. It is a method designed to provide an "immersion" experience, challenging students by bringing them as close as possible to the business situations of the real world. Harvard Business School Publishing makes these cases and related materials available to improve and enhance business education around the world. They are available to purchase online for around $7.00.
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• European Case Clearing House The Clearing House distributes the European Collection from the Babson College Office including case collections of IMD, INSEAD, IESE, London Business School, Cranfield School of Management, Babson College and cases from independent authors. Cases cost about $3.50.
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• Case Research Journal Available in Print: Case research journal. Published: [United States] : The North American Case Research Association (NACRA), 1980--present. Availability: TC Wilson Periodicals --Basement The Index to the cases in the print journal is available at the link shown above. This site from the North American Case Research Association also shows how to purchase the cases available in the journal.
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The unsolved opportunities for cybersecurity providers

The COVID-19 pandemic has forced rapid changes on corporate cybersecurity functions. Chief information-security officers (CISOs) have had to adjust their strategies to account for remote working, pivoting from working on routine tasks to working on long-term goals of establishing secure connections for remote situations. Managing business continuity has been the goal, with the patching of remote systems over virtual private networks, handling of those systems’ increased workloads, and monitoring of spiking cyberthreat levels and cyberattackers targeting at-home workers with an array of threats. In fact, a McKinsey survey of cybersecurity providers found a near-sevenfold increase in spear-phishing attacks since the pandemic began.

The challenges that face organizations are also forcing cybersecurity providers to pivot, adjusting their strategies and their product and service offerings to meet postpandemic objectives. That must be done in a manner that accommodates the new security landscape but continues to monitor customers’ needs while adjusting sales, service, and training accordingly. The elements that enterprises must secure (data, devices, people, networks, machines, and applications), how they must secure them (prevention, detection, response, and remediation), and why it’s important to secure them (to mitigate loss of lives and livelihoods) continue to evolve, and cybersecurity providers have yet to solve several crucial customer challenges. The stakes have never been higher.

Insights from the results of the cybersecurity-provider survey revealed that CISOs and cybersecurity-operations teams will continue to invest niche spending in the areas of perimeter security, next-generation identity and access controls, remote access, security automation, and security training. With a vast ecosystem of technology platforms and partners, cybersecurity providers will need to differentiate themselves. The research suggests that there remain four unsolved challenges: the visibility gap, fragmentation of technology, the talent gap, and the measurement of ROI. Addressing even one of these challenges can help providers gain a sustainable edge in an ever-evolving, fragmented, and competitive market.

Visibility gap

Without visibility into digital infrastructure, it will be difficult for companies to recognize when, where, or why there is a problem. According to a recent McKinsey survey of approximately 200 buyers of security-operations applications (such as security-information and -event management and security-orchestration, -automation, and -response tools) in the enterprise market (companies with more than 1,000 employees or topline revenue more than $1 billion), around 60 percent of buyers analyze and triage less than 40 percent of their enterprises’ log data. Worse, that figure may be understated: third-party and software-as-a-service log data are often excluded, since they are not prioritized for collection and analysis in many enterprise environments.

Case example: Cybersecurity visibility

Today’s typical enterprise environment, though, can make that necessary visibility difficult (see sidebar “Case example: Cybersecurity visibility”). Chief information officers and CISOs also need to rethink their analytics strategies, with an eye on deploying analytics designed for the volume and nature of today’s data, both structured and especially unstructured. 

The best way to begin any compliance or security program is to assure telemetry at the endpoint, thus helping ensure that automated communication processes from multiple data sources are normalized and standardized for faster and more consistent analysis. That element alone can contribute to better customer experience, application health, quality, and performance, in addition to more scrutiny from a security standpoint. The sad truth is that few, if any, enterprises are confident that they have accurate and comprehensive telemetry to detect an intrusion in their environment. In solving the telemetry and visibility gap, cybersecurity providers should perform the following actions:

• Rethink the ‘pay by the drink’ approach (such as pay per log) to volume-based pricing models. Such payment mechanisms are unsustainable at scale for enterprises, particularly when considering an enterprise’s consumption models for cloud architecture and infrastructure. Offerings should be adjusted to solve rate limits of mass data processing at the peta- or terabyte level.
• Identify the missing puzzle pieces to building a 360° view. The security-telemetry implication is often the tip of the iceberg. In many companies, the broader ecosystems for IT- and data-asset management have not matured to keep up with the security approaches. Leading providers will build tooling that can construct an outside-in view of the puzzle and identify the critical missing pieces. Such business-aware, intelligent tooling provides substantial value to a cybersecurity-function because it shifts the conversation with business leaders away from numbers to the value chain and revenue streams of the business. Educating customers on how to plan for cost reduction and be purposeful about which logs they select to ingest, as well as building low-cost data lakes that can affordably collect all logs for pretriage to feed into the system of choice for security-information and -event management, can bridge the gap in the interim. That means that sales engineers, architects, analysts, and other personnel are critical in identifying puzzle pieces that are missing (or redundant) as part of the presales process to demonstrate to security buyers how a technology will close visibility gaps.
• Reduce false positives, forcing the organization to approach cyberthreats proactively, not reactively. The improved use of AI and machine learning provides a holistic view of an entire security program, including on-premises, in the cloud, across geographies, within business units, and from remote networks. Transparency here allows an organization to prioritize potential threats. By reducing false positives, it has a clearer picture of cyberthreats such as vulnerabilities, unpatched systems, and misconfigurations.

Technology-fragmentation challenge

Part of a CISO’s job has an impossibility element. Their teams are supposed to protect against future cyberattacks, with the nature, method, timing, scale, and identity of those attackers unknown. Those frightening unknowns fuel a fear of reducing the number of security applications, even seemingly redundant ones (perhaps obtained through an acquisition), because it’s possible that the targeted app might be the one to save the enterprise.

Enterprises grapple with the timeliness challenge of technology decisions (where and how to balance agile-best integrated options with fragile, fragmented, best-of-breed options), since different technology, applications, and providers are used across an organization. Often, a company may have more than 100 third-party security tools in use. In many cases, that number is driven by the CISO’s expanding mandate—and desire not to be the one who cancels the tool that might prevent the next big breach. There are several key drivers of this security complexity.

The enterprise perimeter has changed in recent years as the paths to access data assets has soared, with no single perimeter existing. The influx of IT functions hosting on-premises, private- and public-cloud environments is upon us. As a result, multi- and hybrid-cloud security will continue to be critical, and CISOs will be willing to pay for increasingly hard-to-find skills (such as mainframe security) from a service provider.

With many industries, the first challenge of operational-technology (OT) security is identifying who “owns” it. Once resolved, the logical next questions follow: Who funds it, who operates it, and what are the intersection points between IT and OT security? A duplication of security controls, policies, frameworks, and vendors across both IT and OT only drives complexity further.

The interlinkages among data governance , data privacy, and cybersecurity have precariously positioned the CISO as the only first-line enforcer amid a second-line function. With the continued expansion of data regulations, data-sovereignty laws, and customer interest in data privacy, the CISO is increasingly asked to add tooling, process, and prioritization to retrofit privacy into security. In many cases, that has led to a proliferation of tooling, such as data classification, data tagging, data-access governance, and privacy management, where the operating model between information security and privacy (compliance concerns) can get blurry.

While CISOs report varying degrees to which they have a seat at the table during M&A, one thing is for sure: after M&A, they will have plenty of cleanup to do. Companies are vulnerable to cyberattacks during acquisitions, which means that the last thing a CISO wants to do is rip and replace the tooling, leaving unknown vulnerabilities exposed. To understand capabilities, cyberthreats, and critical data, integration teams can prioritize a target’s function-specific technology applications  by categorizing each. Here lies an opportunity for cybersecurity providers to offer material value.

To help CISOs extract themselves from the “one-way ratchet” that is enterprise cybersecurity tooling today, cybersecurity providers need to perform the following actions:

• Produce offerings that allow for seamless simplification of sprawl. Deploy a product that takes over incumbent functionality, generates data to show the efficacy of the new layer offering (such as recurring money and time saved by rationalizing tooling), and enables the sunsetting of old, legacy approaches.
• Use cloud and software-as-a-service adoption or updates as an opportunity for tool rationalization. Providers must maintain relationships with major cloud platforms, emphasizing native integration with software and platform leaders, as hybrid scenarios with on-premises, public- and private-cloud expand. Many major platform players have invested significantly in managing their relationships with cloud service providers.
• Engage all stakeholders, make business-based simplification decisions, and don’t put all the cybersecurity burden on the CISO. Organizations should empower their CISOs to make risk-based simplification decisions, gaining cross-functional support for key simplification decisions so the burden (and after any incident, the blame) do not rest solely on the CISO.

Cybersecurity-talent gap

With more than 3.12 million jobs in cybersecurity estimated to be unfilled in 2021, 1 “Cybersecurity workforce demand,” US National Initiative for Cybersecurity Education, 2021. the talent shortage is a massive problem, and it’s affecting both clients and providers. The use of technology—primarily AI and its machine-learning offspring—has helped slightly, especially in a security-operations center dealing with an active cyberattack. But the technology is primarily supplementing security analysts, allowing human capacity to be more efficient and to focus more on tasks where their experience and creativity are essential. Addressing the talent gap takes innovation and persistence:

• Recruiting realities. To manage the skill gap, cybersecurity providers may want to focus on offerings that are not as people intensive to deploy and manage or maintain. To remain talent competitive, providers should get creative when it comes to recruiting, training, and retaining talent, such as looking beyond traditional places, finding individuals with similar skills sets that can be trained, looking beyond formal education, and so on.
• More one-shop and full-stack-service providers (such as ‘infra in a box’) . Companies are moving away from the approach of product-delivery deployment and moving toward annual subscription models that include service delivery.
• Impact of delivery preferences on customers’ key buying factors. Delivery preferences are critical. For example, the rate of false positives has historically been a top buying factor in several security-product markets, for a logical reason: the more false positives, the more frustration and manual effort for security-operations teams to trudge through every day. However, as the delivery of those products has shifted to a service-driven approach, buyers care less about false positives because they no longer see level-one and -two data. Instead, the triage stage is outsourced almost entirely by the product provider’s service team. Buying preference moves farther right along the value chain to the value and actionability of the intelligence, response time, and so on.

Cybersecurity’s ROI

The most successful cybersecurity program is one that no one notices and that enables the underlying business to function unhindered. Organizations today struggle with understanding how to measure the return or value of a dollar spent on cybersecurity, as well as how to communicate its value to internal stakeholders, such as C-suite and board members. Providers should structure their output, reporting, and dashboards to speak to business audiences, as well as technical audiences. Provider solutions should take credit for all their accomplishments.

If an industry is not implementing the right cybersecurity programs and therefore spending less than their needs demand, there is no comfort in looking at its neighbors from a comparison standpoint. Maturity in no way guarantees resilience, but it does help define and measure ROI appropriately. To have a true security proposition, there are at least three dimensions that the cybersecurity provider community should consider:

• Business value. Do the organization’s security offerings reflect the priorities of its customers’ businesses today? When those business priorities change, can its security program adjust its priorities effectively? When there’s a crisis, can it quickly map online services to business processes?
• Customer value. Does the customer see the organization’s security capabilities as a differentiator? Do they know it is managing top risks?
• Market value . Do external stakeholders, including investors, vendors, and third-party supply chains, understand the organization’s security journey and the impact of the security team over time? Are security capabilities included as part of the company’s valuation? How does the organization talk about security to “the Street”?

Continuing to evolve

For cybersecurity providers, the ability to offer customers real-time technology and services that speak to the business, not only the CISO, is crucial. They also need to demonstrate the right value and key performance indicators to measure outcomes, which is the first step on the journey to helping its customers differentiate as security-minded businesses.

Case example: Cybersecurity trust

The four challenges detailed in this article can be solved, and a wait-and-see approach is not advised. It is important to realize that the challenges are fundamental to the industry and to define the constraints within which the industry operates. Executives must be cognizant of such issues, as well as try to solve them. But most importantly, cybersecurity professionals need to be open and transparent about them with internal stakeholders, working in collaboration to solve each challenge (see sidebar “Case example: Cybersecurity trust”).

From a go-to-market perspective, cybersecurity vendors that can appeal to business, functional, and technology executives alike will have more success in becoming household names.

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Laser Clinics was a global success story, but like so many before, a franchising scandal could bring it undone

Analysis Laser Clinics was a global success story, but like so many before, a franchising scandal could bring it undone

"Con artists", "amateurs", "Avoid! Avoid! Avoid!" are some of the more polite reviews that lit up social media when a global retail franchise network started closing stores with little thought for its customers who had pre-paid for services.

Laser Clinics, which offers laser hair removal, injectables and other non-surgical cosmetic treatments, first opened in Australia in 2008 and now has more than 200 clinics globally. It's battling a PR crisis as some of its UK stores close, attracting the wrath of customers on social media, in newspapers and on TV.

It comes as some franchisees threaten legal action, claiming they are being driven out of business by the owner of the franchise, private equity giant KKR, famously referred to as "barbarians at the gate".

The Laser Clinics website includes a map with more than 100 stores in Australia, 20 in New Zealand, 50 in the UK and seven in Canada. Its Asian clinics have disappeared from the website after the franchise expanded there just a few years ago.

The bad publicity is spreading like wildfire, with one customer posting on trustpilot.com: "One after the other the clinics are closing down … This is the downfall of [the] major Australian company Laser Clinics … The customers are left with no notice of the closures, the management should refund all customers' hard-earned money. Media has unveiled the reality about their methods of operations, so public is not duped."

On May 8, the BBC's popular consumer program , Watchdog on The One Show, shone a national spotlight on the situation when it interviewed a series of customers who had bought treatments in advance only to find the clinic had shut down. They said they were either told they couldn't get a refund or advised to go to the nearest clinic that was still operating, which was an hour away by transport.

It isn't the first time Laser Clinics has found itself at the centre of controversy.

In 2021, the company  made headlines in Australia when 52 of its franchised clinics sent the firm   a legal letter alleging they were being gouged on costs for equipment and supplies and by an aggressive discounting of treatments.

That stoush ended when KKR did a deal with most of the 52 aggrieved clinics to buy them out.

Since then, things have gone downhill for many franchisees, both here and overseas. COVID hit, more competitors entered the industry and, in Australia, a series of regulatory reforms including advertising restrictions made it harder to attract and retain customers.

A case study in what happens when franchising goes wrong

Laser Clinics first opened in Australia in 2008 as a franchise network set up by former ­actuary Babak Moini and legal IT expert Alistair Champion. It was sold in 2017 to KKR, which expanded its footprint globally, including opening in the UK in 2019.

Unlike the original founders, who franchisees described as passionate about the business and having treated   the franchise as a partnership, franchisees say the very nature of private equity is to buy assets with a view to squeezing as much out of them then flipping them in three to seven years. They say decisions are made based on numbers and with a short-term horizon.

Franchising represents almost 10 per cent of Australia's GDP, employs more than half a million workers and, according to the Franchise Council of Australia, includes 1,200 franchisors and 94,000 franchise outlets, many of them hard-working Australians who have used their retirement savings to buy a ready-made business with a brand and systems in place.

When franchising works, it works well — but when it doesn't, it can be devastating for franchisees and workers.

In the past few years, the industry has been dogged with scandal after scandal, including convenience store giant 7-Eleven , which was recently sold, Retail Food Group, whose brands include Donut King, Brumby's, Gloria Jean's, Pizza Capers, Crust Gourmet Pizzas and Michel's Patisserie , and came under scrutiny when it was found to have squeezed its franchisees mercilessly with a string of fees, royalties, rebates and refurbishment costs. Others include listed pizza giant Domino's, which was exposed in 2017 over some unscrupulous business practices .

To put it into perspective, in the past 30 years there have been 18 inquiries into franchising. The last one, in 2019, found that the regulatory system had "manifestly failed to deter systemic poor conduct and exploitative behaviour and has entrenched the power imbalance".

It likened what was happening in the franchising sector to the bad behaviour uncovered in the banking royal commission.

Franchisees 'cannot wait to leave'

This behaviour has spread to the UK, with a number of disgruntled Laser Clinics franchisees speaking to me on the condition of anonymity.

One, who still runs a clinic in the UK, said Singapore had gone and Canada was also struggling. She said it was difficult to find a buyer for franchisees trying to exit the Laser Clinics network.

"No-one will invest in this company … It's a complete shit show," the franchisee said.

"Articles in the national newspapers, franchisees going legal. It's just crazy. I simply cannot wait to leave."

Another said a marketing strategy of constantly discounting the treatments was a tipping point for many. Pricing is controlled by the head office and franchisees in the UK and London claim that customers have been conditioned to wait for the sales.

In the UK, some stores are being bought back from KKR for one pound. This offer has been made to walk away from the clinic while still possibly incurring further costs of tens of thousands of pounds but being relieved of the main debt and released from any personal guarantees other than for laser machines bought on finance if the clinic is to close permanently. So far four franchisees are said to have accepted the offer.

Some of the stories are harrowing, including couples investing their life savings only to discover their dream of running a small business with global partners was more like being an employee trapped by their money.

"Despite working 15 to 17 hours a day, seven days a week, I received no support from Laser Clinics system and head office staff," said one of the many current and former franchisees I spoke to.

The franchisee, who asked for anonymity due to fears of retribution, said Laser Clinics had destroyed them in ways they never thought possible.

"This lack of guidance and assistance took a toll on my mental and physical health, resulting in severe depression and heart palpitations and even drove me to contemplate suicide," they said.

Another said the experience of becoming a Laser Clinics franchisee had been devastating.

"In such a short time my marriage, family and friendships have collapsed and I'm not living with my children anymore. I am now unable to even pay [for] the most basic [things] like food, and all my bills and debts are uncontrollably continuing to soar," they said.

Some franchisees sent a legal letter in February this year outlining their concerns. The letter claimed that head office misrepresented the financial outlook of the clinic they bought into and that operating costs were understated, such as inaccurate assurances as to the number of staff required to run each clinic adequately. It said fixing prices at which the clinics could sell treatments had an adverse impact on business.

"As such, they have been saddled with franchise operations that are far less profitable than anticipated and, in some cases, loss-making and likely to remain so," the legal letter said.

Laser Clinics was sent a list of questions. It ignored some of them and instead provided a statement that said it continued to invest strongly in its leadership, offering and people "as we deliver on our ambition of being the global leader in skin treatments".

It said its goal was to support the long-term success of all its franchisees. "They are front and centre of our strategic plan and their success is pivotal to our growth and to our joint venture model."

In the UK, it said it was working to re-open and invest in several clinics. For those that had been permanently closed, it said, where possible, any pre-paid treatments had been transferred to the closest available clinic. "If a suitable alternative is not available, Laser Clinics is working with the client to consider their options in line with our legal obligations.

"For our clients and team members in our larger clinic network in the UK, this change has no impact and it is business as usual."

But the poor treatment of some UK franchisees and the brand damage caused by mishandling some customers has sent a chill wind through the global network which it will need to address. If it continues to brush it off as "business as usual" it may find itself holding an asset with limited appeal.

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Man charged in assassination of Hardeep Nijjar came to Canada and enrolled in hospital administrative studies

Karan Brar is one of three men charged in connection with the shooting death of Hardeep Singh Nijjar. Handout

Before Karan Brar was accused of one of Canada’s highest-profile murders, he was a teen eager to leave his hometown in India’s Punjab state to study abroad.

In a Dec. 30, 2019, testimonial posted on the Facebook page of an Indian-Canadian immigration company called EthicWorks Immigration Services, Mr. Brar, looking clean-cut and sounding earnest, says he is from Kot Kapura and remarks how the consultants helped him secure a student visa “within a few days.”

“I really liked their services, so you should also apply for your visa with them,” he said.

This week , Mr. Brar sat hunched over with his arms crossed in a video conference room of a provincial jail as he appeared before a judge with two others facing murder charges. The three men are accused of plotting to kill Hardeep Singh Nijjar from their home in Edmonton and then driving to Surrey, B.C., to shoot the Sikh leader in the parking lot of a temple, sparking an international furor.

The killing enraged the Sikh community in Canada, especially after Prime Minister Justin Trudeau stood in the House of Commons last September and stated that Canada’s spy agency had found evidence linking India to the daylight slaying. Sikh activists had always maintained that India orchestrated his killing because of Mr. Nijjar’s leadership in promoting the creation of an independent Sikh state, called Khalistan, that would be carved out from the South Asian country.

The Indian government has dismissed Mr. Trudeau’s claims and the resulting diplomatic crisis has affected everything from trade to tourism with the most populous country in the world.

After arrests in Hardeep Singh Nijjar killing, Trudeau addresses fears of Sikh community

The three were arrested last Friday. Along with Mr. Brar, RCMP have charged Kamalpreet Singh and Karanpreet Singh. All had all arrived in Canada on non-permanent visas in the past three to five years and all were residents of Alberta’s capital, according to Mounties.

An Ontario-based director of EthicWorks refused to comment Wednesday on the news that a former client was facing such charges.

Calgary’s Bow Valley College said a student named Karan Brar enrolled in 2020 to take an eight-month course to become a health care clerk. Shannon van Leenen, a spokesperson for the college, could not say whether he attended classes or completed the program.

Mr. Brar’s lawyer Richard Fowler did not immediately respond to a request for comment Wednesday afternoon.

Meanwhile, Indian news agencies have reached out to the families of the three young men, all living in the Punjab, and reported more details on their lives.

The Tribune, an English-language daily newspaper serving northern India since 1881, reported over the weekend that Kamalpreet Singh came in 2019 to Edmonton, where his sister also lives. The outlet reported Karanpreet Singh was a friend and shared a home with him there. It also reported that Mr. Brar had attended the wedding of Kamalpreet Singh’s sister last year, which is when Mr. Brar met his co-accused.

Immigration, Refugees and Citizenship Canada said it cannot comment on active investigations or individual cases when asked about the suspects’ immigration status.

With a report from The Canadian Press

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データドリブンで働き方を変えた i-PRO株式会社の取り組み事例 

• By 原田 歩, クラウド＆AIソリューション事業本部 テクノロジー スペシャリスト

　i-PRO株式会社は、セキュリティ監視、パブリックセーフティ、そして医療用イメージングの各分野に欠かせないセンシング・ソリューションの世界的なリーディングカンパニーです。2019年にパナソニック株式会社から事業分離する形で設立され、ネットワークカメラのブランド「i-PRO」を社名に取り込んでいます。2022年4月1日より社名を「i-PRO株式会社」へと刷新して、グローバルブランドとしての「i-PRO」を冠した製品群を開発し、世界中の市場に展開しています。そのi-PRO株式会社CIO の志賀 亜矢子様をはじめ、Digital Platform Promotionの閻 国君 (エン コククン) 様、松田 千春様、ユーザー部門からCorporate Planning, APAC Regionの本柳 栄一朗様、CPO Officeの北村 遼様、Security Japan SCMの山崎 健治様の6名に BI/DWH システムの導入効果についてお伺いしました。ユーザー企業様のお役職情報は取材当時（2023年）のものとなります。 

BI/DWH プロジェクトの背景 

まずこのBI/DWHシステムの背景として、2019年のパナソニック株式会社からの独立がありました。これを機に、それまで拠点ごとにバラバラだった基幹システムを統合し、件名管理 (商談管理) としてCRMシステムを導入しています。 

• 複数の拠点に存在する、複数のシステムに散在するデータを統合管理できていない。 
• 業務処理の多くにExcelが介在し、ExcelとBIの重複作業が多く発生している。その結果、事務工数が膨大となっている。 
• BIシステム業務が属人化していて、基幹システム及びほかのシステムにおいて、本来の統合性を活かした導入ができていない。 
• Excel主体の業務(特に経営管理、財務領域)ではコンプライアンスの側面が充分ではない。 

これらの課題を解決するべく、海外拠点を含む社内外の複数のシステムに散在するデータをDWHに統合すること、BIツールを統合することを新しいプラットフォームの要件としました。 

Power BI の選定と導入 

複数社を比較検討した BI ツールですが、その決め手についてプロジェクトを主導した閻氏は次のように話します。「Power BI は見た目もきれいで、ブラウザでグリグリ動かすことができ、多機能です。さらに Gartner 社の Magic Quadrant で、リーダーとして評価されています。Microsoft 365 E5 の全社導入を検討していたので、このライセンスで利用できる Power BI を使わない手はないと考えました。また、Microsoft 365や Power BIとの親和性、オープンソースの PaaSデータベースも利用できたため、Azureも採用する判断となるのも自然な流れでした。」 

また、Microsoft 365、Teams との連携で生産性を向上できること、多機能で見た目がきれいなこと、それが追加費用なく使用できることが、エンドユーザーにも驚きをもって評価されました。現在は Microsoft 365 E5 が全社導入され、全社員が Power BI を利用可能になっています。 

システム全体像 

　DWH と BI は　2名の社員と数名の委託先社員の皆様という少人数で、EMEA（欧州中近東）, Japan, China（蘇州）, Americas（北米、南米）,APAC（アジア、インド、オーストラリア）の各拠点に順次導入しました。各拠点の担当者からデータを集める作業、集めたデータを統合して各拠点のBIツールに渡す作業、数字報告用の資料作成など、生産性を下げる作業をシステム化することができました。 

社長はじめ各部門がPower BI に基づいて会話し、要因と対策の議論に集中 

APAC リージョン担当の本柳氏は販売管理面での導入効果について、次のように語りました。「お客様の注文書の状況や、商品の手配、納入予定などが Power BI により一目でわかるようになりました。社長を含めて、営業、経理、SCM部門が同じレポートに基づいて会話しています。月次の販売見通し会議や週次の会議では、Power BI自体を見ながら話し合っています。以前は、パイプラインの状況を集計するだけで多くの時間がかかって疲弊していました。今は、月曜に Power BI を開けばすぐに先週の進捗状況が把握できるので、ターゲットに対するギャップがある場合は、その要因と対策の議論に集中できるようになりました」。なお、これを実現するため、常に最新の情報を管理するCRMから毎週月曜日のデータを蓄積するよう、DWHにて履歴保存機能を開発しています。 

また副次的な効果として、論理的な思考力が向上していると言います。「必要なレポートをどう実現するのか検討し、その内容をできるだけ具体的に伝えることを意識できるようになりました。データの取得方法や作成方法などを考えることによって、基幹システムやCRMへの入力の仕方、業務プロセスの整理にもつながっています。」 

会議に Power BI を導入して本質的な議論に集中、会議時間を短縮 

　製品担当 (CPO Office) の北村氏からは商品企画観点での導入効果を伺いました。商品のライフサイクルを適切に管理するためには、新商品について営業社員が正しく理解して販売するだけでなく、切り替え対象となる旧商品の情報も正しく把握し、仕入れを計画的に減らしてスムーズに新商品に切り替えていく必要もあります。以前はメールのバケツリレーで、情報が海外現地法人のメンバーまで行き届くまでに余計な手間暇がかかっていましたが、Power BI によりタイムリーな新商品情報/旧商品生産終了情報の共有ができ、新商品の市場導入がスムーズになったと言います。「商品ライフサイクル管理の一環として、各商品の生産中止計画を複数部門がまたがって定期的に会議をしておりますが、Power BI導入以降は、Power BI を見ながら会議することで本質的な議論ができ、必要なことだけに集中できています。実感として30分は会議時間を短縮できています。」 

「商品企画部門では、商品の形状、解像度等のスペック、発売時期や販売先など、数十の切り口で販売データを分析するダッシュボードを自分たちで作成しています。以前は同様のことを Excel で作っていたため、切り口を増やすために作りこむとファイルが重くなるし共有しづらい、どこかでファイルが分岐して、どれが正しいのか分からなくなるといった課題がありました。現在は必要な情報をすべてDWHに登録し、各ユーザー自身がその時々の目的に応じた切り口で、Power BI上で必要なデータ分析ができるようになりました。今後も継続してDWHに登録するデータを増やし、分析可能なデータの幅も広げていく計画です。」 

商品共有力の向上と業務プロセスの改善から、スキルアップ・モチベーションアップへ 

製造からお客様へ商品提供するまでのSCMの観点では、山崎氏が次のように効果を語ります。「以前はグローバル各リージョンの情報発信を待つことしかできませんでした。今はグローバル各市場の受注や在庫情報をリアルタイムに取得して、その情報を使って商品手配から材料購入まで連動することで、リードタイムの短縮、業務費用最適化ができ、商品供給力が向上しています。」このような直接的な効果の他に、業務プロセスを変えることにもつながっています。「以前は業務の専門性を優先した人員配置だったため、各担当間の情報の受け渡しに時間がかかっていましたし、担当外業務のことにコメントできませんでした。自分の情報は出せるけど、その先でどうするのかの判断はできないからです。現在は Power BI によって一人で把握できる情報が増えたので、市場・商品に軸足を置いて人員を配置しています。こうすることで、各自がサプライチェーンに責任を持って、自分で考えて判断して対応できるようになりました。例えば落札できなかった時にすぐに商品手配をストップするのか、あるいは他の販売に充てるのかなど柔軟に対応できるようになり、各担当で業務が回るようになっています。これによって、メンバーのスキルアップ、モチベーションアップなどを仕掛けていくことができているのは、大きなポイントです。」 

ユーザー部門によるレポート作成に加え、工数・費用の削減と他システム連携を実現 

システムの観点では、松田氏、閻氏から次のようなコメントがありました。「基幹系システム上でもレポート開発は可能ですが、専用スキルを持つ開発者に依頼しなければならず時間がかかってしまいます。Power BI により特別なスキルなしにレポート作成ができ、感覚的に1/3ほどに工数が削減されています。また、Power BI活用により、ERPライセンス費用の削減もできました」(松田氏)。「最初はITチームがレポートを作成していましたが、2022年からは各部署が自分たちでPower BIレポートを作成できるように、ユーザー部門へのレクチャーが開始されました。これにより、各部署は自分たちのニーズに合わせてレポートを作成することが可能になりました。さらにDWHは社内でのPower BI での利用だけでなく、社外向けグローバルカスタマーポータル、日本のECサイト、そして i-PRO Remo. (監視サービス) 、などのお客様向けサイトやサービスにも活用され、スピーディーなお客様へのデータ提供が実現されています」（閻氏）。

さらなる成長に向けて 

最後に、今回のヒアリングの場に同席いただいたCIOの志賀氏は、着任からの3年半を振り返って次のように話しました。「チームの目標が【会社のデータドリブンの働き方を推進する】ということで、まずはバラバラだった基幹システムのデータをグローバルで1つに統合し、データの種類も増やしました。社員一人一人の活動に役立てるには、データ統合だけでは効果が出ず、いつでもどこでも、欲しい見方で必要なデータを取り出せるようにならないと、データドリブンな活動になりません。それを Power BI で実現できて、本当に嬉しく思っています。」 

Power BIとDWHの直接的な導入効果だけでなく、業務プロセスの改善やスキルアップなどの成果、データドリブンな働き方への変革について、ビジネスリーダーや情報システム担当者の生の声をお聞きできました。CIOの志賀様は「まだまだ改善、向上の余地はありますけども、更なる飛躍の土台ができて良かったと思っています。」とおっしゃっていましたが、謙遜というより、まだまだ成長していくという意気込みを感じました。 

＜i-PRO株式会社について＞ 

安心・安全への取り組みで、笑顔で楽しくすごせる社会の実現へ  

2019年10月、私たちは、パナソニックから、画像センシング事業を行う会社として独立いたしました。 

i-PROには、imaging・intelligence・integrationを提供するProfessionalという決意が込められています。 

近年、凶悪犯罪や災害による被害が多くなり、グローバルで更なる安全・安心の対策が求められています。 

笑顔で楽しく過ごせる社会には、わずかな不安の芽も見逃さないセンシング・ソリューションが欠かせません。 

私たちは高い映像技術と解析技術でこれを実現してまいります。 

今後とも、一層のご支援を賜りますようお願い申し上げます。 

https://i-pro.com/

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