MARK-E0010 - Technology-driven Service Strategy, Lecture, 9.1.2023-26.2.2023
This course space end date is set to 26.02.2023 Search Courses: MARK-E0010
Assignment: Thematic package 3
Idea:
Case study – report: (15 %, 0-15 points)
The module also features case teaching. The case study the participants are asked to analyze is: Lemonade: Delighting Insurance Customers with AI and Behavioral economics Case studies give you a practical arena or context to apply what you have learned into a real-life situation. We will follow the Harvard Business School case study method, which is described as follows:
[The] case method is a profound educational innovation that presents the greatest challenges confronting leading companies, nonprofits, and government organizations—complete with the constraints and incomplete information found in real business issues—and places the student in the role of the decision maker. There are no simple solutions; yet through the dynamic process of exchanging perspectives, countering and defending points, and building on each other's ide-as, students become adept at analyzing issues, exercising judgment, and making difficult decisions—the hallmarks of skillful leadership. […]
Participants are asked to answer the following four questions when analyzing the case study:
- Which typical customer pain points does Lemonade Insurance’s service approach tackle? Outline at least two pain points many insurance customers are typically facing. (4 p)
- What are customer benefits that Lemonade Insurance offers? Sketch at least three customer benefits. (6 p)
- Is Lemonade’s business model sustainable? Evaluate Lemonade’s business model based on the Business Model Canvas-approach. (5 p)
Format and timeline:
1. Answer the three case study questions in a max. two-page word document. In addition to that, you may use tables or charts, but they are not required. You may format the assignment using question numbers (1-3) i.e., the answer does not need to be a coherent piece of text with introduction and conclusions.
2. The task is designed as an individual work.
3. Grading of the case study report will be based on a scale from 0-10 points. The grading follows the general grading instructions given under heading “3. General instructions for the assignments”.
4. The deadline for submitting the case study report is February. 3, 2023, 23.59 Finnish time. Please upload your answer document to the respective assignment box on the MyCourses homepage. Do not forget to clearly indicate your name on the submission and the respective files!
- 17 January 2023, 10:20 AM