Luca de Meo at Volkswagen Group

Linda A. Hill; Dana M.  Teppert

Case | HBS Case Collection | April 2013

Luca de Meo at Volkswagen Group

by Linda A. Hill and Dana M. Teppert

Abstract

Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and its success throughout the company. During his time at Volkswagen, de Meo focused on transforming the marketing department into an engine of innovation. De Meo and his team in marketing worked together to build a strong global brand.

Keywords: marketing; leadership; sustainability; auto industry; change management; branding; Leadership; Change Management; Environmental Sustainability; Auto Industry; Germany;

Language: English

Format: Print

28 pages

Educators

Citation:

Hill, Linda A., and Dana M. Teppert. "Luca de Meo at Volkswagen Group." Harvard Business School Case 413-124, April 2013.

In 2017, Bill Connors, the President of Comcast’s Central Division, launched a startup accelerator in Comcast’s new Atlanta Regional headquarters. Comcast was America's largest cable and internet service provider, having built a profitable business bundling television content and delivering it via cable networks to more than 20 million households. The business was changing rapidly with the rise of streaming services, and Connors wanted to change the culture and orientation of Comcast’s central division. Connors was getting ready to meet Burunda Prince, a candidate for the position of Managing Director of the new accelerator. Is she the right person for the job? The case explores structural questions for corporate startup accelerators, such as whether Comcast should hire another company to manage the accelerator and where the accelerator should be located. It also provides a basis for discussions relating to the role that a startup accelerator can play in a large corporation. This case can be taught as a standalone case, or with its counterpart, “Burunda Prince at The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)” which would follow this one and focuses on the operational challenges of launching a corporate startup accelerator.

Case | HBS Case Collection | September 2019 (Revised October 2019)

Burunda Prince at The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)

Linda A. Hill, Eric Mankin and Emily Tedards

After a successful inaugural year, Burunda Prince, the Managing Director of Comcast’s startup business accelerator The Farm, was getting ready for an eventful 2019. Comcast was America's largest cable and internet service provider, having built a profitable business bundling television content and delivering it via cable networks to more than 20 million households. The business was changing rapidly with the rise of streaming services, and The Farm was an initiative spearheaded by Comcast’s Central Division to introduce innovation into the Division’s culture. The case describes Prince’s approach in building The Farm from her arrival in August 2017, with discussions around how she chose participants for The Farm’s programs, how she worked with Comcast and with her employer, Boomtown Accelerators, who was under contract to run The Farm for Comcast, and how she developed her Atlanta ecosystem of startups, investors, and mentors. Should the business accelerator maintain its position as a general business accelerator, or should it focus on areas specific to Comcast? Should it maintain the same curriculum structure for its accelerator programs? This case can be taught as a standalone case, or with its counterpart, “Bill Connors and The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)” which precedes this one and focuses on Comcast’s rationale for launching a corporate startup accelerator.

Keywords: innovation; accelerator; entrepreneur; Startup; outsourcing; hiring; Talent; culture; ecosystem; digital; women; African Americans; Leadership; Innovation and Invention; Entrepreneurship; Business Startups; Management; Diversity; Selection and Staffing; Organizational Culture; Media; Entertainment; Transformation; Atlanta;

Citation:

Hill, Linda A., Eric Mankin, and Emily Tedards. "Burunda Prince at The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)." Harvard Business School Case 420-057, September 2019. (Revised October 2019.) View Details

Cite View Details Educators Purchase

This case explores the role of Tom Kalil as Deputy Director for Technology & Innovation at the White House Office of Science and Technology Policy. With the end of President Obama's Administration drawing near, Kalil and his team of "policy entrepreneurs" must work to build an ecosystem of individuals and organizations both inside and outside the Federal government, if they hope to see their science & technology initiatives continue into the next Administration. The case allows for discussion of the following: leading innovation ecosystems, building public-private and public-public collaborations, leading system innovation, talent management and development, and public sector innovation.

Faculty & Research

Luca de Meo at Volkswagen Group

Abstract

Citation:

About the Author

More from the Author

Faculty & Research

Luca de Meo at Volkswagen Group

Abstract

Citation:

Related Work

About the Author

More from the Author