• Access blocking at Ghent University Hospital

      Gemmel, Paul; De Raedt, Lieven (2009)
      In the summer of 2006, some conflicts arose between the emergency department (ED) and some of the internal nursing departments (INDs) of Ghent University Hospital. The ED staff did not understand why the CEO had communicated a message about the low occupancy rate of the beds in the hospital, because he had been confronted for some years with the phenomenon of access blocking in the ED. Furthermore, the ED staff had evidence of the fact that the access of patients from the ED to the INDs was being blocked even though there were free beds in these nursing departments. As a consequence, the ED regularly became overcrowded, which led to an unacceptable workload for the ED staff. Therefore, the CEO and the hospital's chief of medicine invited Dr Paul De Meester - Professor of Health Care Management - to discuss the matter. Dr De Meester understood that this issue was not only an 'ED' problem, but a complex hospital-wide problem. Nevertheless, Dr De Meester was asked to come up with a solution. Fortunately, a lot of data had been gathered, which allowed Paul De Meester to make several well-founded recommendations.
    • Digital Strategy at Merck Sharp & Dohme

      Muylle, Steve; Basu, Amit (2015)
    • Open innovation at DSM: deciding about an external corporate investment in Sanus

      Vanhaverbeke, Wim; Engelen, Yvonne
      This negotiation case describes a situation in which an investment manager of a large chemical company (ACE) has to decide about a corporate venturing investment in a small high-tech start-up (Sanus). To win board approval for this investment, an ACE business unit (in this case, ACE Food Specialties) must write a letter of commitment. The investment manager of ACE Venturing cannot invest in the start-up without a MoU between the start-up and the business unit of ACE. This case provides the required information for a negotiation between the investment manager, the business unit manager, and the start-up's CEO. During the negotiation, students should discover that it is possible to draft an MoU which is beneficial for the two firms.
    • Ready to take the plunge? Introducing Agfa HealthCare's healthcare IT solutions in Spain

      Debruyne, Marion; Baert, Caroline (2011)
      This case reveals the complexity of making a viable market entry with a complex healthcare IT product and illustrates how a technology-driven company aims at making a strategic transition. In 2005, Agfa HealthCare is an established player in the market for medical imaging, that strives to become a leading healthcare IT player. To break through market inertia and increase market share, the company ventures into the development of state-of-the-art IT solutions. Looking for its next growth opportunity, Agfa HealthCare's attention is drawn towards the Spanish healthcare market where it faces four options for a possible market entry with IT solutions: (1) enter the Spanish market alone, (2) acquire a Spanish player, (3) partner up with a company in the Spanish market or (4) dismiss the move altogether and direct its efforts towards other markets or products. It is up to the strategic decision maker to analyse the pros and cons related to each strategy based on available information concerning the industry, customers, competition, possible partners, acquisition candidates and product characteristics. Therefore, this case is particularly suitable for students of both degree programs and executives interested in market strategy, strategic decision making, competition and product management.
    • UCB - Data is the new drug

      Viaene, Stijn (2018)
      At the end of 2012, the chief information officer (CIO) at UCB, a global pharmaceutical company based in Brussels, started to implement analytics as a service. Between 2012 and 2016, he put this vision into practice, introducing agile sprints and proving the competence of analytics within the organization, and at the beginning of 2016, he felt the company was ready to upgrade its analytics capability. As he prepared to meet with UCB’s chief executive officer in March 2016, the CIO considered how to advise the board as the organization worked to make an impact with analytics and big data against the backdrop of digital turbulence in its strategic environment. How could UCB balance empowerment and bottom-up experimentation with enterprise focus and control? What was the best location for analytics roles and responsibilities within the organization?