Shifting dilemma for future hubs: Shifting strategy for the future

Research methodology

The author was Yau’s MBA dissertation supervisor.

This case study aims to present factual, undisguised details about the organization, individuals and context. No information has been altered or anonymized. For the purpose of blinded review, the identities of the protagonist, other interviewees and any information that might reveal the author’s identity have been carefully disguised. All identities will be fully disclosed upon case acceptance and publication.

Interviews with Yau, the founder, Future Hubs

Date: May 22, 2025 (Around 60 min), Yau’s Office

Date: June 8, 2025 (Around 90 min), Yau’s Office

Date: September 9, 2025 (Around 30 min), WhatsApp meeting

Date: December 8, 2025 (Around 180 min), Yau’s Office

Date: January 17, 2026 (Around 90 min), Yau’s Office

Quick updates from Yau via WhatsApp between late May 2025 and early July 2026

Interviews with Yiu and Chan, electricians, Future Hubs

Date: Both on December 15, 2026 (Around 30 min each), WhatsApp meeting

Yau’s MBA Dissertation Survey

The client survey referenced in this case was independently designed and conducted by Yau in February 2025, prior to any discussion regarding the development of this teaching case. The author approached Yau about the case only after Yau’s graduation in mid-2025. Furthermore, the narrative of this case drew on the survey’s findings as well as publicly available data and follow-up interviews. The survey itself was not influenced or tailored for the purpose of this teaching case.

Hong Kong Government Bureau and Department Webpages (Environmental Bureau, Transport and Logistics Bureau, Census and Statistics Department, Environmental Protection Department, Mechanical and Electrical Services Department, Transport Department).

Hong Kong Government Documents (Clean Air Plan for Hong Kong, 2035, Hong Kong’s Climate Action Plan 2050 and Hong Kong Roadmap for Popularization of Electric Vehicles).

Hong Kong Government Legislative Council Documents.

Other references included in the Reference Lists.

The author used generative AI tools, including ChatGPT (OpenAI, 2023) and DeepSeek (2024), for limited editorial assistance in preparing the manuscript. These tools were used to enhance grammatical accuracy, improve readability, organize and structure ideas, suggest discipline-specific terminology and aid in paraphrasing for conciseness throughout the whole writing process. AI was not used to generate or analyze case data, nor to replicate others’ work.

All interviewees have reviewed the case for accuracy and clarity and provided written authorization for its publication. The signed forms have been uploaded under “Supplementary File Not for Review” in the “File Designation” section, as it contains real names.

Various departments within the author’s university, including the School of Business, the Research Office, the Knowledge Transfer Office and the Center for Teaching and Learning, have been consulted, confirming that an ethics review board clearance is not required for this research. The reasons for this are as follows:

– The research does not involve sensitive or personal data that would necessitate ethical approval;

– The interview process was conducted in accordance with standard practices for qualitative research; and

– The study was designed primarily for educational purposes, focusing on strategies and management rather than human behavior or biomedical research.

Case overview/synopsis

Future Hubs (FH), a nimble provider of private electric vehicle (EV) charging solutions, succeeded with its tailored, differentiated products and services, primarily for village houses and low-density areas in Hong Kong. However, as EV license fees rose in 2025, government tax concessions ended in 2026 and subsidies were set to expire in 2027/28, Yau, FH’s founder, anticipated a drastic slowdown in new EV purchases. Yau had to choose between enhancing services, cutting prices or focusing on long-term repair/maintenance, each option carrying distinct risks. With the departure of key administrative staff, FH’s resources became more stretched amid both internal and external pressures.

Complexity academic level

This case study is suitable for postgraduate and senior-year undergraduate students in strategic management courses. It is particularly appropriate for instructors seeking to show how frameworks, such as SWOT, Porter’s Five Forces and RBV/VRIO, can be used to evaluate strategic alternatives and to support evidence-based recommendations for business-level strategy.

The analysis primarily draws on strategic management frameworks, yet the case context and decision-making scenarios also offer relevant insights for entrepreneurship courses, especially regarding the challenges faced by small-sized organizations in evaluating opportunities within environmental and organizational constraints.

While adaptable to online format, in-person delivery is particularly recommended to facilitate richer discussion through debates and small-group deliberations.