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Creating a Cluster around a Clown: The Montreal Circus Cluster (A)
Berrone, Pascual; Blázquez, María Luisa; Diego, Enrique deCase SM-1597-EInnovation and Change, StrategyThe case examines the situation of Cirque du Soleil in its early years. Despite initial success, Guy Laliberté, founder and CEO of Cirque du Soleil, is facing a number of challenges, including aspects such as increasing competition, access to the pool of talent, location and growth. All of these elements are in Laliberté's mind just before meeting with Jean Doré, the mayor of Montreal. Laliberté thinks that it will be a great opportunity to ask f...Starting at €8.20
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Creating a Cluster around a Clown: The Montreal Circus Cluster (C)
Berrone, Pascual; Blázquez, María Luisa; Diego, Enrique deCase SM-1599-EInnovation and Change, StrategyThe case describes the late developments of the circus cluster in Montreal. By 2007 an active community had been organized around the circus in Montreal, including forty circus companies, twenty schools, several production agencies and social-change organizations as well as hundreds of professional circus artists. The circus had also created an entire industry of specialized services including presenters, administrators, riggers, suppliers, techn...Starting at €5.74
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NJOY, Inc.
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B15A032-EEntrepreneurship, MarketingNJOY, Inc., an electronic-cigarettes enterprise based in Phoenix, Arizona, conducted some Experiential Concept Tests (ETCs) on a sample size of 215 panelists. The sample included a mix of gender, age, education and income. It also included a mix of users and non-users of electronic cigarettes. In light of the consumer insights gained from the ETCs, NJOY Inc. wants to leverage the results to resolve three particular issues and pave the company’s w...Starting at €8.20
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Kraft Foods Canada: Targeting the Millennials
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A015-EMarketingIn 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What...Starting at €8.20
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Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
Allison Johnson; Laurie DudoCase IVEY-9B11A002-EMarketingThe case explores the use and importance of corporate sponsorships — in this case, how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation needs to determine the Foundation’s direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contribute...Starting at €8.20
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Pillsbury Cookie Challenge (Spanish version)
Allison Johnson; Natalie MauroCase IVEY-9B11AS001MarketingThe Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the prod...Starting at €8.20
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Canopy Growth Corp.: Product Messaging for Recreational Cannabis
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A067-EEntrepreneurship, Marketing, StrategyIn April 2016, Canopy Growth Corporation, one of Canada’s top producers of medical cannabis, was planning a strategy for its future. The government of Canada had just announced its plans to introduce a bill to legalize recreational cannabis use in 2017, followed by a rollout of the policy in early 2018. The company’s chief executive officer needed to plan a strategy that addressed three main issues: product messaging for recreational cannabis, es...Starting at €8.20
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OpenAI y el mercado de los grandes modelos de lenguaje
Samila, Sampsa; Berrone, PascualCase SM-1742Business Ethics and Corporate Social Responsibility, Innovation and Change, StrategyEl caso se centra en Sam Altman, el CEO de OpenAI, y las trascendentales decisiones que debía tomar con respecto al rumbo de la empresa en un mercado, el de los grandes modelos de lenguaje (LLM), que crecía rápidamente. Gracias al éxito del GPT-4, OpenAI se había convertido en un actor prominente del sector, y Altman tenía que elaborar una estrategia integral con la que mantener la posición de la empresa y, al mismo tiempo, sortear los complejos ...Starting at €8.20
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Vancouver: el reto de convertirse en la ciudad más verde del mundo
Berrone, Pascual; Ricart, Joan Enric; Blázquez, María LuisaCase SM-1612Economics, Innovation and Change, StrategyEl presente caso describe el plan de actuación Greenest City 2020 que el ayuntamiento de Vancouver puso oficialmente en marcha en 2011 con el objetivo de conseguir que Vancouver se convirtiera en la ciudad más verde y sostenible del mundo. Gregor Robertson, el alcalde de la ciudad, fue el principal impulsor de este plan estratégico tan ambicioso. A pesar de que en su día tuvo éxito en el ámbito del emprendimiento social y de que ya había puesto e...Starting at €8.20
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Vancouver: The Challenge of Becoming the Greenest City
Berrone, Pascual; Ricart, Joan Enric; Blázquez, María LuisaCase SM-1612-EEconomics, Innovation and Change, StrategyThe case describes the Greenest City 2020 Action Plan that the City of Vancouver formally launched in 2011 and whose aim is to make Vancouver the greenest city on the planet. Gregor Robertson, mayor of Vancouver, is the main champion of the ambitious strategic plan. While he has had past success as a social entrepreneur and has implemented several green urban initiatives in his role as mayor, he struggles with some areas and aspects of the plan. ...Starting at €8.20