Ivey Business School (Canada)
-
Mobiuspace: Venturing into Emerging Markets
Dai Yao; Xingyu Chen; Li Ji; Ling Jiang; Shijie LuCase IVEY-9B20A040-EEntrepreneurship, Marketing, StrategyIn mid 2019, Mobiuspace, a Chinese Internet company, faced a new challenge. As a result of declining revenues from domestic mobile Internet markets, overseas markets offered new opportunities. In 2009, Snaptube, a short video aggregation and distribution platform that Mobiuspace offered as its main product, seized the opportunity to grow in emerging markets by creating localized and personalized video content. Despite the company’s initial succes...Starting at €8.20
-
Youliaodao in the Era of Knowledge Economy: Go Big or Go Home
Dai Yao; Xingyu Chen; Ling Jiang; Li JiCase IVEY-9B20A031-EMarketingIn 2016, China witnessed a significant rise in the knowledge economy. Many users, who had been used to consuming information on the Internet for free, had become increasingly willing to pay for user-generated-content (UGC). Recognizing this emerging opportunity, Qiushibaike (QB), a well-established UGC platform with a focus on entertaining content, rolled out a new pay-for-knowledge product, namely Youliaodao (YLD), which focused on informational...Starting at €8.20
-
Aquasi Marketing: Building and Managing an Online Brand
Anagha Shukre; Amit PundirCase IVEY-9B16A035-EEntrepreneurship, Marketing, StrategyIn February 2013, the senior marketing manager of Aquasi India (Private) Limited (Aquasi) met with the company’s chief executive officer to consider the challenges faced by Aquasi that had arisen due to globalization after March 1997. India’s competitive environment had completely changed; new technology had swept into the country and workers did not possess the essential skill sets to use the new machinery. Given sharp declines in quality and pr...Starting at €8.20
-
Crown Distilleries: Multi-Brand Extension
Anagha Shukre; Asheesh S. KediaCase IVEY-9B16A043-EEntrepreneurship, Marketing, StrategyThe chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segmen...Starting at €8.20