Ivey Business School (Canada)
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ERKE: Consumption Binge Caused by Donations
Weina Li; Su Liu; Chenxi YiCase IVEY-W27047-EMarketing, StrategyHongxing ERKE Industrial Co., Ltd. (ERKE), founded in 2000, was the first large Chinese sportswear company to list overseas. Despite the difficulties it faced caused by poor management and the decline of its brand influence, ERKE donated ¥50 million worth of aid to disaster-hit areas in Henan, China, shortly after severe flooding in the province in July 2021. The donation caused an unprecedented online event in China and ignited the enthusiasm of...Starting at €8.20
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The Qingdao International Beer Festival’s Pandemic Predicament
Su Liu; Paul W. BeamishCase IVEY-9B21M030-EStrategyIn mid-2020, the organizer of the Qingdao International Beer Festival (QIBF) faced a predicament. The QIBF was an annual festival held every August in Qingdao, China; however, due to the COVID-19 pandemic, the organizer had initially abandoned the idea of holding the QIBF in 2020. By the end of March 2020, the spread of the pandemic in China had been basically contained. The organizer then decided to restart the event preparations. However, on Ju...Starting at €8.20
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Hisense's Internationalization Dilemma: Co-Operation with Loewe
Su Liu; Paul W. BeamishCase IVEY-9B17M155-EKnowledge and Communication, StrategyHisense Co., Ltd. (Hisense) was the fourth-largest television maker in the world, but its market share and brand recognition remained low in Europe. Therefore, strengthening its branding and improving its sales there were priorities for the Chinese company. In 2013, Hisense was considering whether to establish a strategic alliance with the German high-end television manufacturer Loewe AG (Loewe). Despite having a good reputation, Loewe was suffer...Starting at €8.20
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BROAD’s Holon Building: Internationalization Strategy (Spanish version)
Yaozhou Zheng; Su Liu; Paul W. BeamishCase IVEY-W34566StrategyOn June 5, 2021, an eleven-story building developed by the BROAD Group was completed in Changsha, China, in just 28 hours and 45 minutes. This building, known as the Holon Building, had the advantages of a long lifespan, short construction period, strong earthquake and typhoon resistance, low cost, high comfort and energy savings, and global transportability. Because of its standardized installation and 100 per cent factory prefabrication of all ...Starting at €8.20
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Runhua: An Auto Dealer’s Sales Channel Dilemma
Su Liu; Weina Li; Xu ZhengCase IVEY-W32412-EMarketingIn 2022, Runhua Group was a well-known automobile dealer in China with a large market share in the traditional fuel vehicle market. The recent surge of new energy (i.e., plug-in electric) vehicles was having a strong impact on the company’s main business. The high number of new automobile companies entering this promising market was threatening the dealership model, the traditional sales and distribution channel that dominated the market. Runhua ...Starting at €8.20
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The Qingdao International Beer Festival
Su Liu; Alex Beamish; Hailing LiuCase IVEY-9B20M081-EStrategyHolding a massive beer festival brought the Chinese city of Qingdao and Tsingtao Beer Co. Ltd., China’s most famous beer brand, direct economic benefits and public awareness. However, through the Qingdao International Beer Festival—a natural advertising opportunity—foreign beers benefited as well. To date, Chinese beer brands held less than half of the high-end Chinese beer market. China levied no tariffs on beer imports, which increased the mark...Starting at €8.20
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Dami Technology Co. Ltd.: A Smart Kitchen Ecosystem
Miao Cui; Mimi Xiao; Yan Liu; Yuying Yang; Jian YangCase IVEY-9B18M193-EEntrepreneurship, StrategyIn December 2017, during the celebrations of the third anniversary of his company, the founder and president of Dami Technology Co. Ltd. (Dami) reflected on the success of his entrepreneurship efforts since 2014. Using mobile Internet, Internet of things,Starting at €8.20
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Wine Importer Asa Top: Navigating the China-Australia Wine Trade War
Jie Bai; Su LiuCase IVEY-W27045-EStrategyIn March 2021, the wine trade war between China and Australia was escalating, and the competitive landscape in China’s wine market had changed dramatically in just three months. Asa Top, a Chinese import company that had represented certain Australian wineries for over a decade, had to rethink its marketing strategy. The general manager of Asa Top did not know when the recent trade friction between China Australia would end. After the Chinese gov...Starting at €8.20