Abstract: Pricing directly influences a company’s profitability, yet doesn’t receive too much attention in most business education. It is a highly complex topic, where a decision can make or break a business. This Harvard-style case study presents the story of a small French software company in a pricing crisis. Heavy discounting caused the company to enter a crisis after scaling down its consulting activities. The case study aims to teach students how to identify pricing issues, analyze price data, and which pricing best practices to follow. The company’s identity and data have been anonymized at the company’s request.
Keywords: Pricing, pricing policy, discounting
Reference: Ernst Haagsman. Pricing at Everest SARL: A Case Study. Master Thesis, Friedrich-Alexander-Universität Erlangen-Nürnberg: 2016.
Abstract: The importance of shared understanding and unambiguity in specifying system requirements is widely acknowledged. This work presents a case study, written in the form of a Harvard Business Case, which traces the steps of a young start-up in their attempt to build a web shop system for a multi-level marketing business. The company operates as a direct selling channel for jewelry that is built by recruiting new distributors to form a social network through which the products are sold. The Product Manager failed to clearly communicate to the developers the specifics of this particular sales model that essentially defined how the web shop system should behave. The lack of formal product specification, the inconsistent usage of terminology, and the omission of detailed specification of critical features challenged further the development process. This work introduces constructive tools, such as domain glossary and formal UML models, which can help avoiding false interpretations by developers prior to and at implementation time. It also shows how to apply user feedback to steer the process of revision and enhancement of a web shop product.
Keywords: Multi-level marketing, sales funnel, requirements specification
Reference: Lora Todorova. Confused Modeling at Eva’s Way. Master Thesis, Friedrich-Alexander-Universität Erlangen-Nürnberg: 2013.