Ivey Business School (Canada)
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Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States (Spanish version)
Julia Sagebien; Jennifer Catinchi; Eva Perez; Marisol Perez-Savelli; Victor QuiñonesCase IVEY-9B09AS20Entrepreneurship, Marketing, StrategyDos inexpertos, pero fuertemente confiado, empresarios hacen frente a los molestias de una nueva empresa: exportando la masa hecho en Puerto Rico a las ciudades en los Estados Unidos donde se encuentran una gran cantidad de inmigrantes puertorriqueños que están deseando nostálgicamente para su querido pan sobao (pan hecho con manteca vegetal). Con millares de puertorriqueños que viven en y/o que se mueven a los Estados Unidos y después de varios ...Starting at €8.20
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Mazatlán: The Destination That Did Not Like Its Brand
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W28621-EMarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Mazatlán: The Destination That Did Not Like Its Brand (Spanish version)
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W32003MarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States
Victor Quiñones; Julia Sagebien; Marisol Perez-Savelli; Eva Perez; Jennifer CatinchiCase IVEY-9B09A020-EEntrepreneurship, Marketing, StrategyTwo inexperienced, but strongly committed, entrepreneurs face the hassles of a new venture: exporting dough from Puerto Rico to cities in the United States with large numbers of Puerto Rican immigrants who are longing nostalgically for their beloved pan sobao (bread made with vegetable shortening). With thousands of Puerto Ricans living in and/or moving to the United States and after several incidents of fraud by partners of the entrepreneurs, th...Starting at €8.20
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Ricky Martin: The Role of Reputation in a Celebrity's Career
Sheila Marie Cruz-Rodriguez; Victor QuiñonesCase IVEY-9B14A078-EEntrepreneurship, Marketing, StrategyGlobally acclaimed singer, actor, author and Grammy Award winner Ricky Martin “decided [on March 29, 2010] to put an end to the hell that was going on inside [his] mind” by using Twitter to openly declare his homosexuality. Issues posed by the revelation included: What options were available to Martin’s management before and after the revelation in order to effectively deal with situations that could have jeopardized Martin’s career and future pr...Starting at €8.20