Case Request Form

V. Rose (B): Online Growth?

REF ID : ST070/B
HBP Product : ST70B
Case Author : Prof Jinyu HE and Dr Minyi HUANG
PublicAction Date : 22.03.2019


In contrast to the decision on business expansion in Case A, Case B focuses on the company’s decision to narrow its business scope. Changing government policies, including stricter labor laws, increased the company’s operation costs. The closing of department stores forced the company to rethink its strategy and to focus more on online business. The company has made a series of changes in product offerings, sales channels, strategies, pricing schemes, and IT management. In Case B, students are required to identify the company’s competitive resources and discuss whether the company is moving in the right direction by focusing on online business and scaling down its product range.

Learning Objectives

Further to case (A), case (B) will enable students to:

- analyze the key internal challenges to an entrepreneurial company facing growth opportunities; and

- decide online growth strategies

Company/Organization V. Rose
Industry cosmetics, commodities, beauty, body care
Major Discipline General Management
Subject(s) Operation management, Entrepreneurship, Government policy, growth strategies, online shop, pricing scheme, product offering, sales channel
Geography Shanghai, China, Hong Kong, Europe
Case Nature Field
Page count of the Case 8
Teaching Notes 9
Publisher HKUST
Last Revision Date 12.11.2018