Ivey Business School (Canada)
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L'Oréal USA: Digitally Optimizing Consumer Insights
Dennis Paris; Sheri Lambert; Amy LavinCase IVEY-9B21A012-EMarketingNima Gohil, head of the new digital and creative consumer research department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. L’Oréal’s competitors were using new digital media to highlight beauty products to current and new users, and L’Oréal was under pressure to develop a better way to connect with consumers to maintain—if not grow—marke...Starting at €8.20
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Vossloh: Restoring Trust after Two Consecutive Profit Warnings
Jan Diebecker; Alexander Flügel; Thorsten Knauer; Tea Luhtanen; Friedrich SommerCase IVEY-9B12M113-EStrategyVossloh AG is preparing for its annual December conference with investors and analysts. The company, whose core business has always been the railway engineering sector, had to issue two consecutive profit warnings in 2011, which sent its stock back to levels last seen only in the aftermath of the economic crisis of 2009–10. The company’s primary task is to find the right arguments to satisfy the conference participants and regain their trust. Vos...Starting at €8.20