Ivey Business School (Canada)
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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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Renewable Energy Co.
Oana Branzei; Stewart Thornhill; Guy L.F. Holburn; Adam ReedsCase IVEY-9B09M043-EEntrepreneurship, StrategyAfter half a year researching technologies and examining the current and future environment for renewable energy in Ontario, Canada, two MBA graduates must decide which renewable energy field to enter — solar photovoltaic, wind, hydroelectric, geothermal, biogas, or ocean. Each choice represents great opportunities, and the entrepreneurs must ensure that they select the most suitable technology based on their experience and management skills, and...Starting at €8.20
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DOUGH T.O: A Sweet Expansion Opportunity
Miranda R. Goode; Shivani PradhanCase IVEY-9B20A082-EEntrepreneurship, MarketingIn early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since its founding in 2017, the brand had expanded its edible cookie dough business from its original pop-up moStarting 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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Porter Airlines: A Political Fight for Flight
Guy L.F. Holburn; Michael DeluceCase IVEY-9B09M025-EEntrepreneurship, StrategyThe case describes the political, regulatory and stakeholder challenges confronting the founder of Porter Airlines, located in Toronto, Ontario, during the 2002/03 period when he was seeking formal permits to launch the airline from Toronto City Centre airport. The case also includes information on the market opportunity for a new airline, enabling students to assess a) the business case for new entry into a hyper-competitive industry, b) the app...Starting at €8.20
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Globalive: Change in the Canadian Wireless Telecom Industry
Adam Fremeth; Tony S. Frost; Guy L.F. Holburn; Kevin Chan; Peter WalkerCase IVEY-9B11M003-EEntrepreneurship, StrategyThis case describes the situation for Globalive in 2009 shortly after its bid to enter the Canadian wireless telecommunications sector had been denied by the regulatory agency on the grounds that it breached foreign ownership restrictions. The case covers the background to Globalive and the events leading to the regulator’s decision. Andrea Wood, the chief legal officer of WIND Mobile, the wireless brand owned by Globalive, must decide what recom...Starting at €8.20
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TransCanada's Energy East Pipeline: Managing Aboriginal Relations in the Energy Sector
Guy L.F. Holburn; Bruce C. Anderson; Andre WilkieCase IVEY-9B17M009-EStrategyIn October 2013, future prospects for TransCanada’s pipeline project were uncertain, as the company had to find ways to establish and manage relationships with Aboriginal communities along the proposed Energy East pipeline in Canada, particularly in the province of New Brunswick. Following Supreme Court rulings that reinforced the duty to consult and accommodate, Aboriginals came to have a powerful voice in the development of energy infrastructur...Starting at €8.20