Ivey Business School (Canada)
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Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market
Jake Girard; Peter Voyer; Gerry KerrCase IVEY-9B20A003-EEntrepreneurship, MarketingTetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil...Starting at €8.20
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Understanding Text Mining and Sentiment Analysis in Hotel Booking
Rasha Kashef; Sakariya AhmedCase IVEY-9B19E019-EDecision AnalysisA management science professor had an unpleasant experience with a hotel she stayed at in New York City. Consequently, she wanted to figure out if hotel ratings were enough to recommend a hotel, or if customers’ text reviews could be used as more importanStarting at €8.20