21+ paper examples, study guides & outlines
CanGo is a fictional internet-based company used as a teaching case in business programs, most notably in courses like BUSN 460 at DeVry University. The scenario places students in the role of outside consultants tasked with evaluating a growing e-commerce business, making it a practical vehicle for applying real-world frameworks to a controlled fictional context. Because CanGo operates in the online retail and entertainment space, it invites comparison with actual competitors like Amazon and Barnes and Noble, grounding abstract business concepts in a recognizable industry landscape. The case is academically valuable precisely because it requires students to bridge theory and application across multiple business disciplines simultaneously.
Papers on this topic tend to take a consultant-report structure, with students identifying key operational and strategic issues CanGo faces and then offering concrete recommendations. Common approaches include financial analysis, competitive analysis, market analysis, and strategic planning assessments. Some papers are written individually while others represent team-based senior projects, reflecting the collaborative, cross-functional nature of the assignment. The recurring focus on sales performance, cost management, products, and services suggests most papers address both internal operations and external market positioning.
A strong essay on CanGo establishes a clear consulting perspective and prioritizes the most significant issues rather than listing every possible problem the company faces. Evidence carries weight when it draws on financial data, competitive benchmarking against companies like Amazon, or established strategic frameworks. The most common pitfall is producing a broad summary of CanGo's situation without developing focused, actionable recommendations supported by specific reasoning and analysis.