Business case studies are the closest thing to a window on to real life for the sometimes detached students of an academic institution. Take, for example, an in-depth look at how Spanish retailer Zara differentiates itself from rivals; or how US coffee chain Starbucks has gone through its digital transformation; or how a Ukrainian subsidiary of a German beer brand navigates a tricky business relationship.
The group’s rapid expansion had caused the quality of its offering to deteriorate. To tackle the issue, then chief executive Howard Schultz started a technology transformation, launching the Starbucks Rewards programme and mobile app to boost customer engagement and operational efficiency. Starbucks also embraced new AI and mobile technology, introducing new features such as Deep Brew, an AI engine that personalises customer experience.