Kruger Bau | Strategy in an age of digital disruption

The Kruger Bau LiveCase takes place in the context of a fictitious global construction firm facing disruption caused by advances in 3D printing technology. Learners adopt the role of senior executives on an innovation task force charged with developing a strategic response to the challenge of digital transformation. As the story evolves, Learners engage with virtual characters and a variety of multimedia tools help immerse them into the world of Kruger Bau. Divided into three seasons, each season focuses on a key theme: value creation, value capture and strategy as an ongoing process.

These themes are explored in each season by a strategy & innovation coach character, providing Learners with frameworks and examples that they can apply and draw on as they set a strategy for Kruger Bau in a context that is dynamic, evolving and uncertain. Throughout the case, multiple choice questions and characteristics assigned to responses stimulate Learners' engagement. The data generated by these responses, the decisions that they make at the end of each season and the reasoning that they provide for these decisions allow the Educator to review the Learners' comprehension and progress. Designed for undergraduate, MBA and executive Learners, the Kruger Bau LiveCase allows Educators to teach the fundamentals of strategy in a highly engaging and vibrant multi-layered format. It can be taught individually or in teams, in-person or online. It includes a comprehensive Teaching Note, detailed appendices, and a variety of supplemental educator resources. Kruger Bau was authored by James Costantini, Senior Affiliate Professor of Strategy at INSEAD, Peter Zemsky, Professor of Strategy & Innovation at INSEAD, and Antoine Duvauchelle, Adjunct Professor of Entrepreneurship at INSEAD.

Learning objectives

1) Master the fundamentals of strategy in an age of digital disruption. 2) Explore the core concepts of value creation, value capture and strategy as an ongoing process. 3) Understand how digital advances are transforming industry value chains, creating new threats and opportunities. 4) Learn the importance of reconciling direction setting and agility for effective strategy making.

About the authors

Written by the LiveCase Studio, James Constantini, Peter Zensky, and Antoine Duvauchelle

Content

S1 Value Creation

Welcome to the Kruger Bau Innovation Task Force. Can you identify for which customer segment 3D printing offers the greatest potential for value creation?

E1: LiveCase onboarding

Welcome! Let's take a look at your role and objectives.

E2: Welcome to the Innovation Task Force

Kruger Bau's CEO explains the goals of the Innovation Task Force.

E3: Strategy: Value Creation

Marcus Atherby, Strategy & Innovation Coach, introduces you to Value Creation.

E4: 3D, Hot or not?

Market opportunities and alternative perspectives.

E5: Customer blitz

Identifying and pursuing customer groups and potential clients.

E6: Reflection and season close

Given what you know so far, what are your current recommendations?

S2 Value Capture

Your quest continues as you grapple with how Kruger Bau should position itself within the industry value chain to capture the most value.

E1: The story continues

Welcome back to the Kruger Bau Innovation Task Force

E2: Strategy: Value Capture

Learn about Value Capture and how digital disruption an industry value chain.

E3: Repositioning blitz

Explore opportunities for Kruger Bau to reposition itself within the construction industry supply chain

E4: Reflection and season close

What are your preferences regarding the value chain position opportunities?

S3 Bringing it together

The final season! You review all of the information you have received so far and decide on your final recommendation to the board of Kruger Bau.

E1: The final stage

Heads up! Recommendations due soon but there may be more info to factor in first..

E2: Strategy: An ongoing process

Marcus focuses in on the concept of strategy as an ongoing process and the need for agility in dynamic markets

E3: Updates and a new opportunity

New considerations and updates from colleagues at Kruger Bau

E4: 4D! Hot or not?

Woah! 4D printing exists, too? Colleagues tell you what they think.

E5: Reflection

It's time! Your final recommendation to the Board is now due.

E6: Thank You!

Farewell episode and close of the Kruger Bau LiveCase.

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