BUSINESS UPDATES
Recruitment
and Selection
at Menlo Innovations
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CASE
IN FOCUS
iRobot's Roomba : Bringing Robots into Homes
-- V Namratha Prasad and S S George
The case describes the efforts of iRobot Corp. (iRobot) to develop and market an innovative
productthe iRobot Roomba, a floor-cleaning robot. The case begins with the efforts undertaken by the founders of
the company to develop robots for use in research, military and commercial environments. Later, the
focus shifted to developing a commercial robot that was eventually named the Roomba. The case describes how
the company marketed the product and its decision to release a later version of the Roomba as an open
hardware platform for further robotic development. The case also discusses the factors that prevented the Roomba
from becoming a mainstream product.
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BUSINESS STRATEGY
Tesco's Experience
in the Middle Kingdom
-- Indu P and Sachin Govind
The 2000s witnessed the entry of several international retailers into emerging markets. The reason for
this could be as much attributed to saturated markets and cut-throat competition in developed countries as to
the untapped opportunities in emerging markets. Tesco, the UK-based retailer, operated in several emerging
markets in Europe and Asia. The case focuses on the entry and expansion strategies of Tesco in the Chinese market.
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to www.ecch.com or www.icmrindia.org
BUSINESS ETHICS
Coca-Cola's Water
Sustainability Initiatives
-- Hadiya Faheem and Debapratim Purkayastha
This case is about the global water sustainability initiatives undertaken by The Coca-Cola Company
(Coca-Cola). It details the activities undertaken by Coca-Cola's management and employees to contribute to
the benefit of the society and community in which the company operated by pledging to return all the water
it used in its operations back to the environment. On June 5, 2007, Coca-Cola and the World Wildlife
Fund (WWF) launched a global project that focused on water conservation.
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