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Glassdoor: The Fundraising Journey (A)
Siegel, Robert; Orleans, AmadeusCase SGSB-E673A-EEntrepreneurshipFrom his time as a young engineer at Microsoft in 1993, to the challenge of building Glassdoor from the ground up until it reached a valuation of over $1 billion, in 2018, Robert Hohman had come a long way. Now, from his spacious office with a picturesque view of Richardson Bay in Mill Valley, California, Hohman confronted one of the most important decisions of his life. Glassdoor, the company he cofounded in 2007 with Rich Barton and Tim Besse,...Starting at €8.20
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Part I: Uber in Sao Paulo
Callander, Steven; Orleans, Amadeus; Cojj, Jeff; Varjao, CarlosCase SGSB-P81C-EEconomicsThis case recounts Uber’s experience in four cities at different points in time. This approach offers a way to examine Uber’s strategy for market entry and evaluate the performance of that strategy in these four cities, as well as elsewhere in the world. The cases included here help frame the discussion on the future of Uber’s expansion, and extract lessons for how a firm can successfully navigate the beyond-market business environment.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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Dear Diary: My Heart is Racing to Buy a Car
Seung Hwan (Mark) Lee; Matthew ThomsonCase IVEY-9B12A019-EMarketingJaime has been looking for several weeks to buy his first car. After narrowing his choices down to two, he can’t decide which to purchase. Option A is to buy the Honda CRV, which meets many of Jaime’s functional criteria (e.g. all-wheel drive, large trunk space, plenty of seats). This Honda is quite appealing to Jaime because he could use the car for his work and road trips with his siblings, and could easily handle the Wyoming climate. Option B ...Starting at €8.20
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Too Chicken to Convert A Chick-Fil-A Dilemma
Matthew Thomson; Seung Hwan (Mark) Lee; Valerie HoCase IVEY-9B13A030-EMarketingThe president and chief operating officer of Chick-fil-A is a devout Christian who publicly operates his restaurants according to Biblical principles. A recent controversy has surrounded his public opposition to gay marriage. As a result, the company is being accused of discrimination and prejudice. Are the company’s deeply rooted Christian values hindering the business?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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FINDMINE: Looking for a Break
Chess, Robert; Orleans, AmadeusCase SGSB-E672-EEntrepreneurshipFrom quitting a stable post-MBA job and starting FINDMINE, a start-up in the retail technology space, to finally negotiating venture capital investment offers, Michelle Bacharach—and FINDMINE—had come a long way. Two years of uncertainty with virtually no outside capital raised, a pivot from B2C to B2B, two accelerator programs, and numerous meetings with potential investors and customers had made her an entrepreneur who was comfortable with dif...Starting at €8.20
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Glassdoor: The Fundraising Journey (B)
Siegel, Robert; Orleans, AmadeusCase SGSB-E673B-EEntrepreneurshipFrom his time as a young engineer at Microsoft in 1993, to the challenge of building Glassdoor from the ground up until it reached a valuation of over $1 billion, in 2018, Robert Hohman had come a long way. Now, from his spacious office with a picturesque view of Richardson Bay in Mill Valley, California, Hohman confronted one of the most important decisions of his life. Glassdoor, the company he cofounded in 2007 with Rich Barton and Tim Besse,...Starting at €5.74
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Mile High Magic: Maximizing the Broncos Experience
Matthew Thomson; Seung Hwan (Mark) Lee; Bonnie ClevelandCase IVEY-9B12A064-EMarketingThis case considers the hedonic goals that motivate consumers to make choices among various options that offer them unique experiences. As a birthday gift to his girlfriend Danielle, Jack presented two game-day options to watch the Denver Broncos. Option 1 offered seats with excellent views close to the action while Option 2 offered a more diverse experience including tailgating, souvenirs and concessions, but with seats more removed from the act...Starting at €8.20
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Struggling to Make the Best Buy (A)
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B10A010-EMarketingAs her boyfriend's birthday was fast approaching, Ashley struggled to make a decision on what mp3 player to buy him (Kade) as a gift. After failing to acquire her first desired choice, Ashley narrowed her selection down to two different mp3 models. Option A was to buy the Creative Zen Stone Plus, which was recommended by her boyfriend's best friend; a friend who knew Kade's personality and character very well. Ashley believed Kade's friend would ...Starting at €8.20