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Native Deodorants: Sell or Swell
June Cotte; Toshaan HarjaiCase IVEY-9B20A073-EEntrepreneurship, MarketingThe founder and chief executive officer (CEO) of the direct-to-consumer deodorant startup Native Deodorant (Native) had grown the brand to one million active users in about two years. The company was founded in 2015 in San Francisco and had disrupted theStarting at €8.20
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The Holland Sweetener Co. vs. NutraSweet (A) (Spanish version)
Brandenburger, Adam; Costello, Maryellen; Kou, JuliaCase HBS-703S15StrategyThe NutraSweet Co. has very successfully marketed aspartame, a low-calorie, high-intensity sweetener, around the world. NutraSweet's position was protected by patents until 1987 in Europe, Canada, and Japan, and until the end of 1992 in the United States. The case series describes the competition that ensued between NutraSweet and the Holland Sweetener Co. (HSC) following HSC's entry into the aspartame market in 1987. Describes the subsequent mov...Starting at €8.20
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Contraataques estratégicos: Coca Cola frente a Pepsi
Kou, Julia; McGahan, Anita M.Case HBS-703S46StrategyDescribe las adquisiciones estratégicas de Coca-Cola y Pepsi-Cola a finales de 1980. El contexto permite a los estudiantes para evaluar las implicaciones de las fusiones para la competitividad de la industria.Starting at €8.20
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Hanson Production: Pricing for Opening Day
June Cotte; Peter FamigliettiCase IVEY-9B10A011-EMarketingThe president of production at Hanson Productions, an off-Broadway production company, was faced with the same situation for every Broadway production: where to locate, how many seats, what to charge and how to promote and market the production. There are three separate venues, with three separate value propositions to the studio, case and audience. While bigger means more seats and more revenue for each show, there is a capacity percentage that ...Starting at €8.20
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Fret and Regret: A Consumer Decision-Making Dilemma
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B12A018-EMarketingAs a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introdu...Starting at €8.20
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SickKids Hospital and Dairy Queen: Miracles from Treats
June Cotte; Marilyn Fertile; David Fisher; Derek Howe; John Hunt; Paola MarignaniCase IVEY-9B13A002-EMarketingThe SickKids Foundation, the fundraising arm of the Hospital for Sick Children in Toronto, Ontario, works with Dairy Queen and the Children's Miracle Network on an annual event called Miracle Treat Day. On that day, proceeds from Dairy Queen Blizzard sales are donated to children’s hospitals across North America. But the cause-related marketing program has had unequal success: the amount raised in Toronto is less than what is raised in many other...Starting at €8.20
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Abercrombie & Fitch: Is It Unethical To Be Exclusive
Seung Hwan (Mark) Lee; June Cotte; Danae BlanchardCase IVEY-9B14A009-EMarketingThe CEO of clothing manufacturer and retailer Abercrombie and Fitch defends his decision that the company will not offer plus sizes for women, although extra large sizes are available for men, because average- to large-sized female consumers do not fit the company’s target market. This insistence on a standard of female beauty as young, svelte and tall has enraged consumers who have criticized the company, and the CEO in particular, in both the t...Starting at €8.20
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Intrigue Media: Growing the Video Advertising Network
June Cotte; Ken MarkCase IVEY-9B20A023-EEntrepreneurship, MarketingGuelph-based Intrigue Media (Intrigue), a marketing agency, has built a wholly-owned and operated network of 200 television screens in high-traffic consumer environments in Southwestern Ontario. The network reaches 1.5 million potential customers per month, and targets local small businesses wanting to expand their customer base. The business development manager at Intrigue has been tasked with developing a business plan to grow this video advert...Starting at €8.20
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Union Carbide's Bhopal Plant (A) (Spanish version)
Hull, Suzanne; Kou, Julia; Spar, Debora L.Case HBS-704S18EconomicsIn December 1984, a Union Carbide plant in Bhopal, India, sprung a leak, releasing thousands of gallons of highly toxic gas into the atmosphere. By the time the leak was sealed, over 2,000 people had died. In a series of three excerpts from published accounts, the case covers the events that led up to the tragedy and the aftermath--financial, legal, and emotional--for Union Carbide's management. The case is designed to allow students to explore t...Starting at €8.20
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Marketing Twitter: Competing as a Social Media Platform
June Cotte; Ken MarkCase IVEY-9B17A005-EMarketingTwitter Inc. (Twitter), based in California, was a social media platform whose growth had stalled over the past few years. Once a promising tool for individuals looking to broadcast short messages to a network, Twitter had been eclipsed by other platforms such as Facebook, Snapchat, and LinkedIn. Unlike other social media platforms, Twitter limited its users’ messages to 140 characters. This format served Twitter well in its early days, but users...Starting at €8.20