Ivey Business School (Canada)
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Mission Impossible: Measuring Social Media Return on Investment
Miranda R. Goode; Daniel SamoshCase IVEY-9B12A015-EEntrepreneurship, MarketingIn August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertise...Starting at €8.20
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Pride Industries
Edward D. ArnheiterCase IVEY-9B12D024-EService and Operations Management, StrategyPRIDE Industries made a $2.6 million capital appropriation request to replace older electronics surface mount technology with newer and more capable machinery. PRIDE, a non-profit enterprise that hired workers with disabilities, wished to earn business and reputation based on the universal measures used by customers worldwide — price, quality and delivery — while maintaining its social mission. The proposal looked good on paper, and the company p...Starting at €8.20
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Strategic Planning at Apple Inc.
Kyle Murray; Miranda R. Goode; Fabrizio Di MuroCase IVEY-9B09A026-EMarketing, StrategyApple Inc. is one of the world's most successful and most recognizable companies. Over its 30 year existence, the company had seen a lot of changes in the computer industry. What would the future hold for the computer giant in a rapidly changing world? How should the company allocate resources between its more traditional offerings (computers) and its newer products (iPods, iPhones, Apple TV, etc.) in order to maintain and improve its market posi...Starting at €8.20
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Kaiser Permanente: Creating a No-Wait Emergency Department (Spanish Version)
Edward D. ArnheiterCase IVEY-9B16MS173StrategyCASO PREMIADO - Premio "Mejora Continua: El Camino a la Excelencia", Concurso de Redacción de Casos de la Fundación Europea para el Desarrollo Directivo (EFMD) 2017. En 2007, la unidad de emergencias del Centro Médico Kaiser Permanente del Sur de Sacramento sufría tiempos de espera de pacientes extremadamente largos, y se hizo evidente que se necesitaba una nueva y mejor forma de llevar el negocio. El jefe de la unidad de emergencias se inspiró e...Starting at €8.20
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All or Nothing Brewhouse: Managing Beer Brands
Miranda R. Goode; Ken MarkCase IVEY-9B19A015-EEntrepreneurship, MarketingTwo entrepreneur brothers purchased Trafalgar Ales, Meads and Distillery, a brewery with 19 active individual beer brands, each generating a small amount of sales. The brothers' purchase came at a time when they were transitioning from a contract brewer—a brand that outsources the actual production to another firm—to a production brewer. The challenge for the entrepreneurs was to determine how to manage their stable of brands for the future. Traf...Starting at €8.20
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Mixtape Social: Building Brands for Athletes and Companies
Miranda R. Goode; Ken MarkCase IVEY-9B19A012-EEntrepreneurship, MarketingIn February 2018, the founder of Toronto-based Mixtape Social was wondering how to grow his business. He had spent the past two years bootstrapping the two-pronged business, which offered services to help professional athletes build their personal brands and creative advertising and social media campaigns for corporations and other entities. With a roster of professional athletes, including Mitch Marner, one of the top players for the Toronto Map...Starting at €8.20
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DOUGH T.O: A Sweet Expansion Opportunity
Miranda R. Goode; Shivani PradhanCase IVEY-9B20A082-EEntrepreneurship, MarketingIn early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since its founding in 2017, the brand had expanded its edible cookie dough business from its original pop-up moStarting at €8.20
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Aspire Food Group: Marketing a Cricket Protein Brand
Miranda R. Goode; Emily MoscatoCase IVEY-9B20A071-EMarketingWhile the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. In 2018, having recently acquired Exo, a maker of cricket-based protein bars, Aspire's co-founders faced an important decision regarding the Aketta brand. While Aspire had experienced some success in marketing cricket powder, whole roasted crickets...Starting at €8.20
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Kaiser Permanente: Creating a No-Wait Emergency Department
Edward D. ArnheiterCase IVEY-9B16M173-EStrategyIn 2007, the emergency department at Kaiser Permanente’s South Sacramento Medical Center was experiencing extremely long patient wait times, and it became clear that a new and better way of doing business was needed. The chief of the emergency department was inspired to change things and became the leader of the lean program—a system of management methods and tools widely used for over 25 years in the manufacturing sector. Changes were made over ...Starting at €8.20
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Microsoft Windows: The Launch of Windows 7
Miranda R. Goode; Matthew BallCase IVEY-9B09A023-EMarketingIn early 2009, Microsoft began preparing for the launch of its next operating system, Windows 7. Successfully marketing Windows 7 had become essential for the company, which had faced numerous challenges in recent years, including a commercial and public relation failure of its last operating system, Windows Vista. While Windows 7 had received strong pre-release reviews, its success depended on Microsoft's ability to overcome the lingering skepti...Starting at €8.20