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Product cover image for Wowing Coffee Beans: Improvisation Promotes Continuous Growth

Wowing Coffee Beans: Improvisation Promotes Continuous Growth

Wenzhu Cai, Rui Huang, William Wei, Hui Yang, Shihao Liao

Product #:W36883
Supplier:Ivey
Discipline:General Management, Strategy
Setting:China, 2020
Details:Case (PDF) • 13 pages • 2024-08-09

Subjects:

StrategyManagement

Industries:

Agriculture sector

Geography:

AsiaChina
Your Price:$10.54

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Wowing Coffee Beans Corporation Ltd. (Wowing Coffee) was established in 1997 in Yunnan Province, China. From the beginning it had embraced improvisation—in both its founding of a coffee plantation in China to its decision to produce specialty beans. In early 2020, just as Wowing Coffee explored the new and innovative idea of pairing its coffee estate with tourism opportunities, the outbreak of COVID-19 disrupted everything. With opportunities and challenges coexisting, where would Wowing Coffee go? Who would they sell their specialty coffee to during the lockdown period, and how should they sell it? Should they continue to invest in exploring new tourism opportunities within the plantation or return to supplying raw materials, like they had in the past, just to survive?

Learning Objectives

After working through the case and assignment questions, students will also be able to do the following:
  • Understand the causes and conditions that triggered improvisation at different stages of Wowing Coffee.
  •  Discover and summarize how Wowing Coffee improvised to achieve value transformation.
  • Understand and summarize the results of improvisation in business practices.
  • Explore the impact of pandemic prevention and control policies on Wowing Coffee and think about the direction of improvisation that would be required to survive the pandemic.
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Case Study: Wowing Coffee Beans: Improvisation Promotes Continuous Growth (English version) | Ivey Publishing