Ivey Business School (Canada)
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Rebranding DSM: Creating Sustainable Shared Value
Steve Muylle; Niraj DawarCase IVEY-9B15A039-EMarketing, StrategyDSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator....Starting at €8.20
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Vertu: Last Call for British Luxury Mobile Phone Maker
Margaret Osborne; Ken Kwong-Kay WongCase IVEY-9B19A005-EMarketing, StrategyVertu Corporation Limited (Vertu), a manufacturer and retailer of luxury mobile phones, was founded as a subsidiary of Nokia in 2000. It was later acquired by a Swedish private equity firm in 2012, and then sold to Godin Holdings in 2015. Despite these multiple corporate ownership transitions, Vertu had remained uniquely positioned, differentiated by its phones’ bejewelled embellishments and a worldwide concierge service available at the touch of...Starting at €8.20
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Vertu: Nokia’s Luxury Mobile Phone for the Urban Rich
Ken Kwong-Kay WongCase IVEY-9B11A040-EEntrepreneurship, Marketing, StrategyNokia, headquartered in Finland, was a global telecommunications equipment manufacturer. It operated Vertu, a luxury mobile phone brand that had pioneered the luxury mobile phone market in the late 1990s by using precious materials such as diamonds, sapphires, titanium, and exotic leather for phone production. The company had enjoyed impressive growth in almost 70 countries and had sold hundreds of thousands of phones in the eight years since its...Starting at €8.20
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Toon: Enecos's Smart Platform for Selling Less Energy to the Home
Steve Muylle; Niraj DawarCase IVEY-9B18A065-EMarketing, StrategyEneco Group, the second largest utility company in the Netherlands, launched a smart thermostat, Toon, that served as a platform for energy management services. Toon quickly became the gold standard for smart homes in the Netherlands. In January 2017, top management needed to discuss the strategic priorities to keep Toon’s lead and hold off the competition.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