RSM’s first web-supported multi-source case

The RSM Case Development Centre has recently launched its first web-supported multi-source case. This case – asking the question how TomTom can compete with tech giants like Google in this fast-changing B2B market – has more to it than just a piece of paper. With teaching presentations, teaching videos and a lot of interview videos, the TomTom case will come more alive for both the professor as for the students.

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Developed by Professor Steven Sweldens and Professor Stefano Puntoni in collaboration with TomTom and the RSM Case Development Centre, it provides unique materials for discussing crucial issues like B2B branding, managing brands over time, Big Bang disruption, and autonomous driving.

The B2B approach in the case is quite rare. This aspect by itself makes the case stand out already. Steven Sweldens, one of the authors, said: “We regularly receive requests from MBAs for more insights into B2B branding and how that differs from B2C branding. The vast majority of branding-related cases are in B2C, because most exciting and well-known brands are in B2C.

“At the same time, the majority of our MBA and other students will get jobs in B2B-oriented companies, as they make up more than two thirds of the economy. So, there’s a clear disconnect between the marketing cases we offer and the ones the students really need. This case was designed to fill that gap.

Even more special is the supporting material that comes with it. The ability to give the complete picture via this material is what makes the case unique. The supporting materials include an introductory video to the case and the dilemma, teaching presentation slides, a video to supplement the teaching slides and teaching note, and a set of videos that show TomTom senior management’s responses to the case questions – all of this hosted on the case's own website

The case gives away enough information to enable an in-class discussion, but not enough to give away some of the surprising solutions and insightful learnings. Moreover, this case also fills gaps between exisiting cases – which predominantly feature male protagonists – and the target audience, which normally consists of 30-70% women. We hope the case will inspire female technology entrepreneurs worldwide!

Please check out the case via this link

Find the feature article about this case as well as interviews with the authors here.

Case Development Centre