Dressed for Success in the Gaming World

Dressed for Success in the Gaming World

Two young female graduates from the Parsons School of Design went where no other sports apparel company had gone before: the world of esports.

Their attention to detail from design to promotion of the finished product gained them the respect of top gamers, thereby giving them great visibility in a market that was rather obscure until recently. Already established as the leader in esports apparel, their company, Ateyo, is poised to grow with the industry.


Video Spotlight: Watch Ateyo’s co-founders describe their products


This post is based on the Forbes article, Building the Nike of Esports: Meet the Female Founders Who Mastered the Art of Apparel Manufacturing, by C. Feiger, April 23, 2019; and the YouTube video, Ateyo’s Co-Founders!, by Ateyo, April 17, 2018. Image source: Shutterstock / Gorodenkoff

Discussion Questions:

1. How did Ateyo become a leader within esports? What are the order winners and qualifiers in its operations strategy?

Guidance: Ateyo was the first company to enter the market. As first mover, the company quickly established brand recognition and loyalty before major competitors entered the market. The order winners are 1) quality (high performance in terms of design tailored to gamers, fabric, Continue reading

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Re-inventing Lego Bricks for a New Generation

Re-inventing Lego Bricks for a New Generation

September 19, 2018

Lego has vowed to remain innovative while producing the same 86-year-old product.

Long-time favorites among children all over the world, Lego bricks have made successful appearances in movies and in video games to attract new generations. Despite the longevity of the legendary toys on the marketplace, Lego wants to cement its image as an educator by producing an environmentally friendly product.

Lego bricks are made of durable, safe, polished, and colorful petroleum-based plastic. The search for a plant-based alternative has proven challenging, but Lego is determined to keep trying.


Video Spotlight: Lego to launch sustainable bricks made from sugar cane


This post is based on the New York Times article, Lego Wants to Completely Remake Its Toy Bricks (Without Anyone Noticing), by S. Reed, August 31, 2018; and the YouTube video, Lego to launch sustainable bricks made from sugar cane, by Dezeen, March 5, 2018. Image source: Cr-Management GmbH & Co. KG/Getty Images.

Discussion Questions:

1. Which one(s) of the Three Rs does Lego pursue in its current manufacturing operations? How would you characterize the company’s carbon footprint?

Guidance: Review the three Rs: reduce, reuse, recycle. Currently, Lego reduces its use of petroleum-based plastic by using Continue reading

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Alibaba Integrates Robots Into The Restaurant

Alibaba Integrates Robots Into The Restaurant

August 2, 2018

Alibaba is experimenting with robots and software applications to streamline the restaurant ordering and wait staff service processes.

Customers check in at a kiosk and are provided a QR code to track their order through the system.  They walk around the market and choose fresh foods, then the food is robotically delivered to refrigerated storage until the customer is seated. Humans still prepare the meal, but instead of handing it off to a waiter, the meal is placed in a “pod” and delivered via conveyor belt to the customer’s table.


Video spotlight: Hema’s New ‘Robotic Restaurant’


This post is based on the Business Insider article, Robots are replacing waiters and delivering fresh seafood right to people’s tables at Alibaba’s high-tech restaurant in Shanghai, by Prachi Bhardwaj, July 2, 2018, and the YouTube video, Hema’s New ‘Robotic Restaurant’, by Alibaba Group, June 26, 2018. Image sources: Corbis/Superstock and Shutterstock / GreenLandStudio.

Discussion Questions:

1. Would the service delivery model Alibaba is pioneering, with advanced robots and conveyor-belt delivery, be acceptable to domestic customers at a fast food restaurant? What about a fine dining restaurant?

Guidance: Students should review the concepts of servicescape, service delivery, and service Continue reading

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