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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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Zoom Video Communications, Inc. (A) :Origins to IPO Planning and Road Show Pitching
Foster, George; Melvin, SheilaCase SGSB-SM340A-EStrategyIn early April 2019, the executive team of San Jose-based Zoom Video Communications gathered in the company conference room to strategize about their messaging for a planned IPO, an event that only a few years earlier would have seemed improbable to many. Indeed, when Zoom founder and CEO Eric Yuan had first sought venture capital funding to start his company back in 2011, he was turned down countless times. “A new video conferencing entrant at...Starting at €8.20
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Afresh Technologies: Building Blue Ocean Opportunity in the Fresh Food Supply Chain
Foster, George; Melvin, SheilaCase SGSB-E772-EEntrepreneurshipWhen Afresh CEO and cofounder Matt Schwartz enrolled at the Stanford University Graduate School of Business (GSB) in 2015, he had a singular obsession—healthy food, to benefit both individuals and the planet—and an ironclad determination: to found a business by the time he graduated. His classmate and cofounder, Afresh President Nathan Fenner, had a credo—work with really cool technology, preferably in underleveraged areas—and an orientation: ch...Starting at €8.20
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The WNBA-WNBPA 2020 Collective Bargaining Agreement Negotiations: Betting Big on Women
Foster, George; Melvin, Sheila; Garrido; Kristine RoseCase SGSB-SPM62-EDecision AnalysisOn November 1, 2018, the Women’s National Basketball Players Association (WNBPA) informed the league that it had decided to opt out of the Collective Bargaining Agreement (CBA) that had been signed in 2014 and was scheduled to run through 2021. The opt-out, which was not unexpected, triggered a period of negotiation that was described by WNBPA President Nneka Ogwumike as “incredibly complex.” This case takes students inside this complicated neg...Starting at €8.20
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Friends of the Children:Innovating and Scaling to Meet the Moment(s)
Starkey, Kim; Melvin, SheilaCase SGSB-SM343-EStrategyFriends of the Children was founded by Duncan Campbell in 1991. Campbell grew up in extremely challenging circumstances and wanted to use his good fortune to make an impact on the lives of children who faced the same sort of circumstances he once had. The Friends of the Children model entailed pairing a salaried, professional mentor, called a Friend, with each child for a minimum of 12 years. It worked—83 percent of Friends of the Children you...Starting at €8.20
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Privateer Holdings: Navigating a Rocketing, But Comples, Cannabis Marketplace
Foster, George; Melvin, SheilaCase SGSB-E-646-EEntrepreneurshipPrivateer Holdings was a Seattle-based private equity firm that was “shaping the future of the legal cannabis industry.” In late 2017, Privateer held an expanding portfolio of global brands intended to “lead, legitimize, and define the future of cannabis” and was preparing to announce the closure of a Series C round that had raised more than $100 million. It was an opportune moment for its founding triumvirate to contemplate the future direct...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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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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The Opioid Epidemic (B): Responses to the Crisis
Shotts, Ken; Melvin, SheilaCase SGSB-ETH18B-EDecision AnalysisBetween 1999 and 2017, almost 400,000 Americans died from an opioid overdose. An average of 130 died each day in 2017, six times the daily rate in 1999. These deaths were caused by both prescription opioids and illegal opioids like heroin and illicitly manufactured fentanyl, or IMF. The most common drugs involved in prescription opioid overdose deaths were methadone, oxycodone (like OxyContin), and hydrocodone (like Vicodin). The A case, which ...Starting at €5.74