Ivey Business School (Canada)
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VaycayNation: Driving Website Traffic through Second-Screen Analytics
Maik Eisenbeiss; Alexander BleierCase IVEY-9B20A027-EEntrepreneurship, Marketing, StrategyVaycayNation was a German start-up operating an online travel and booking portal. Despite its recent growth, the firm still had low brand awareness in the German market. As a remedy, the chief executive officer planned to invest in a major television advertising campaign to attract more visitors to the company’s website and thus improve its customer awareness. He wanted to build the campaign based on a solid understanding of how executional campa...Starting at €8.20
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Tony’s Chocolonely: Taking On “Big Cocoa” and West African Child Slavery in the Supply Chain
Ram SubramanianCase IVEY-W27672-EMarketing, StrategyOn February 16, 2021, Slave Free Chocolate removed Tony’s Chocolonely (Tony’s), a chocolate company based in Amsterdam, the Netherlands, from its “Ethical Chocolate Companies” list due to Tony’s association with Barry Callebaut, a cocoa processor associated with child slavery in West Africa. Tony’s, a B Corp-certified company whose founding mission was to eradicate child slavery from the cocoa supply chain, had to address its public removal from ...Starting at €8.20