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• Case | HBS Case Collection | May 2018 (Revised July 2018)

  EY China (A): Strengthening Presence in a Critical Market

  Ashish Nanda, Das Narayandas and Lisa Rohrer

  Soon after being named regional managing partner for Ernst & Yong (EY) China in September 2009, Albert Ng reflects on the enormity of challenges facing EY China. Despite EY Global's commitment to the China practice, EY China’s growth agenda has been reversed, post global financial crisis. The smallest of the Big Four global accounting firms in China, EY China’s reputation has weakened in the market, morale of its professionals has plummeted, and it faces the threat of a major lawsuit. Ng is musing how to address all these challenges confronting EY China.

  Keywords: leadership; professional services; international management; Big Four; accounting industry; strategy and execution; emerging market; Strategy; Leadership; Global Range; Growth and Development Strategy; Emerging Markets; Accounting Industry; China;

  Citation:

  Nanda, Ashish, Das Narayandas, and Lisa Rohrer. "EY China (A): Strengthening Presence in a Critical Market." Harvard Business School Case 718-464, May 2018. (Revised July 2018.)  View Details

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• Supplement | HBS Case Collection | May 2018 (Revised July 2018)

  EY China (B): An Emerging Giant

  Ashish Nanda, Das Narayandas and Lisa Rohrer

  The case outlines how regional managing partner (RMP) Albert Ng steered Ernst & Young (EY) China through a period of significant growth from 2009, when it was the smallest of the Big Four firms in China, to 2017, by when it had become the second largest firm. Partners worldwide felt a sense of shared achievement, since EY Global had come together with China leadership to invest in building a strong China practice that was integral to all of EY.
  But Ng was not resting content. He believed that EY China was at a critical juncture. Chinese economic growth, which had partially fueled EY China’s dramatic rise, was slowing down, just as competition was intensifying. Was EY China prepared to face the challenges that lay ahead?

  Keywords: leadership; professional services; international management; Big Four; accounting industry; strategy and execution; emerging market; Strategy; Growth Management; Leadership; Global Range; Emerging Markets; Competitive Strategy; Accounting Industry; China;

  Citation:

  Nanda, Ashish, Das Narayandas, and Lisa Rohrer. "EY China (B): An Emerging Giant." Harvard Business School Supplement 718-465, May 2018. (Revised July 2018.)  View Details

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• Case | HBS Case Collection | January 2016 (Revised July 2018)

  Cyberdyne: A Leap to the Future

  Doug J. Chung and Mayuka Yamazaki

  Cyberdyne Inc. was a Japanese technology venture founded in 2004 by scientist Yoshiyuki Sankai to commercialize a hybrid assistive limb (HAL). HAL was a robotic exoskeleton system for people who had difficulty walking due to nervous system disabilities resulting from stroke, spinal cord injury (SCI), and intractable neuromuscular diseases. In a person with neuromuscular disorders, signals transmitted from the brain to steer muscle movement are weakened, causing ambulatory difficulty. HAL could noninvasively read faint signals that leaked to the skin surface and amplify them, which drove actuators to assist limb movement. In other words, when a person wearing HAL tried to move his or her limb, HAL assisted the person in moving the limb. As a result, HAL enabled the person’s brain to relearn how to walk, as HAL could reinforce the neurological system’s transmission. In order to sell and promote HAL in the U.S., the world’s largest medical device market, Cyberdyne submitted an application to the Food Drug and Administration (FDA) in November 2014 and eagerly awaited approval.
  The case concentrates on the marketing decisions that Cyberdyne has to make to bring HAL to the U.S. market once Cyberdyne obtains FDA approval. The students can consider target-market selection and accompanying marketing-mix elements—distribution, promotion, and price. The case provides students the opportunity to understand and utilize marketing-mix elements when bringing a technologically innovative product to market in a business-to-business context.

  Keywords: marketing; sales distribution; go to market strategy; Marketing; Distribution; Strategy; Medical Devices and Supplies Industry;

  Citation:

  Chung, Doug J., and Mayuka Yamazaki. "Cyberdyne: A Leap to the Future." Harvard Business School Case 516-072, January 2016. (Revised July 2018.)  View Details

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