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Cricket Australia: Leadership in Crisis
Tulsi Jayakumar; Ranjan BanerjeeCase IVEY-9B18C039-ELeadership and People Management, StrategyIn March 2018, Cricket Australia (formerly the Australian Cricket Board) banned the Australian cricket captain from the sport for a year due to his involvement in a premeditated attempt at ball tampering in a test match against South Africa. He was also banned from any leadership positions in the sport for at least a year thereafter and faced financial losses on account of these bans. Australian fans and political leaders were outraged at the bal...Starting at €8.20
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CSL: Rebranding “The Biggest Company No One’s Ever Heard Of"
Bertrand Guillotin; Sheri Lambert; Phoebe DickinsonCase IVEY-W34093-EDecision Analysis, MarketingIn October 2021, the head of digital communications and branding at the Australian biopharmaceutical conglomerate CSL Limited (CSL), was tasked with a strategic rebranding exercise. By August 2022, he and other stakeholders felt a sense of pride and satisfaction at how quickly the rebranding initiatives had been completed. CSL felt that it had achieved the desired brand associations and met its targeted brand net promoter score performance. Looki...Starting at €8.20