Wolfgang-Ulaga-12865_47.jpg

Wolfgang Ulaga

Professor of Management Practice

The PakTek–Artios LiveCase creates a dynamic scenario in which learners assess a B2B customer-supplier relationship and identify opportunities for its improvement in order to generate increased value and growth for both companies.

Published 26 Aug 2025

Reference 6994

Topic Marketing

Industry Package/Freight Delivery

Duration 45 mins

Region Global

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This case explores the relationship between PakTek, a leading manufacturer of packaging and processing machinery and complete filling lines, and its key customer Artios, one of the world’s fastest growing FMCG manufacturers, that serves major global brands as well as national retailers and smaller, independent brands.

Published 11 Jul 2025

Reference 6994

Topic Marketing

Industry Consumer Goods Packaging and Containers

Region Global

View

Bosch Rexroth, a mid-sized player in the global automation industry, disrupted the competitive landscape with its open approach to industrial automation. In an industry accustomed to locking-in customers with proprietary technology, Bosch Rexroth challenged established practices with an interoperable system that broke down tech barriers and paved the way for comprehensive automation solutions.

Published 09 Jul 2025

Reference 6938

Topic Marketing

Industry Industrial Automation Information Technology and Services

Region Europe

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This case explores InsurTech start-up Lemonade’s disruptive new business model aimed at creating and delivering a ‘shockingly great user experience’ around a ‘lovable brand’ – in an industry plagued by low customer satisfaction. The digital disruptor leverages principles of behavioural economics to address conflicts of interest and mistrust which prevail in the existing industry.

Published 18 Sep 2023

Reference 6597

Topic Marketing

Industry Insurance

Region Global

View

This case explores InsurTech start-up Lemonade’s disruptive new business model aimed at creating and delivering a ‘shockingly great user experience’ around a ‘lovable brand’ – in an industry plagued by low customer satisfaction. The digital disruptor leverages principles of behavioural economics to address conflicts of interest and mistrust which prevail in the existing industry.

Published 02 Mar 2023

Reference 6597

Topic Marketing

Industry Insurance

Region Global

View

This case explores InsurTech start-up Lemonade’s disruptive new business model aimed at creating and delivering a ‘shockingly great user experience’ around a ‘lovable brand’ – in an industry plagued by low customer satisfaction. The digital disruptor leverages principles of behavioural economics to address conflicts of interest and mistrust which prevail in the existing industry.

Published 02 Mar 2023

Reference 6597

Topic Marketing

Industry Insurance

Region Global

View

This industry note introduces the world of insurance and the principles on which the industry works, with a focus on property and casualty (P&C) insurance in 2019. It explains the core elements of insurers’ business models and how they make money. It describes different types of insurance companies, the key industry players, and how distribution channels are organized.

Published 03 Dec 2020

Reference 6605

Topic Strategy

Industry Insurance

Region Global

View

This case explores InsurTech start-up Lemonade’s disruptive new business model aimed at creating and delivering a ‘shockingly great user experience’ around a ‘lovable brand’ – in an industry plagued by low customer satisfaction. The digital disruptor leverages principles of behavioural economics to address conflicts of interest and mistrust which prevail in the existing industry.

Published 01 Jul 2020

Reference 6597

Topic Marketing

Industry Insurance

Region Global

View

WeWork has seen a decade of growth with a disruptive new service business model in a rapidly transforming industry: shared office space for start-ups (and increasingly for big companies) thanks to its understanding of workplace trends such as the ‘gig’ economy, the rise of millennials and Generation Z in the workforce, more collaborative office work and tech-enabled mobility of employees.

Published 02 May 2019

Reference 6488

Topic Marketing

Region Global

View

This case explores the relationship between PakTek, a leading manufacturer of packaging and processing machinery and complete filling lines, and its key customer Artios, one of the world’s fastest growing FMCG manufacturers, that serves major global brands as well as national retailers and smaller, independent brands.

Published 11 Jul 2025

Reference 6994

Topic Marketing

Industry Consumer Goods Packaging and Containers

Region Global

View

This case explores InsurTech start-up Lemonade’s disruptive new business model aimed at creating and delivering a ‘shockingly great user experience’ around a ‘lovable brand’ – in an industry plagued by low customer satisfaction. The digital disruptor leverages principles of behavioural economics to address conflicts of interest and mistrust which prevail in the existing industry.

Published 01 Jul 2020

Reference 6597

Topic Marketing

Industry Insurance

Region Global

View

The PakTek–Artios LiveCase creates a dynamic scenario in which learners assess a B2B customer-supplier relationship and identify opportunities for its improvement in order to generate increased value and growth for both companies.

Published 26 Aug 2025

Reference 6994

Topic Marketing

Industry Package/Freight Delivery

Duration 45 mins

Region Global

View

Subscription-Based Business Model Innovation, Recurring Revenue Models, B2B Service-Growth Strategies, Servitization, Product-to-Service Salesforce Transformation, Customer Solution Selling, Service Business Model Innovation, Free-to-Fee Service Pricing, Digital Transformation in Industrial Companies, B2B Customer Value Management, B2B Data Monetization (Commercialization) Strategies, Strategies B2B Customer Value Management