Ivey Business School (Canada)
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Gracie Barra London
Elizabeth M.A. Grasby; Trina RuthesCase IVEY-9B12A053-EMarketingThe owner and operator of the Brazilian Jiu-Jitsu gym Gracie Barra London (GBL) in London, Ontario, sets out to develop a comprehensive marketing plan to increase membership enrolment by 40 per cent. GBL currently has100 members, and the owner hopes to leverage the recent explosion of the Ultimate Fighting Championship and mixed martial arts to continue to grow his business. After operating GBL for six years on a part-time basis, he is ready to o...Starting at €8.20
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The Heat is ON
Mark Zbaracki; Maziar RazCase IVEY-9B14M097-EEntrepreneurship, StrategyIn January 2014, the chief executive officer of AutoTherm, a small smart-thermostat design company located in Toronto, Canada, was considering the company’s future in light of the uncertainties and fast changing dynamics of the industry. As an incumbent and small engineering firm, AutoTherm’s plans to sell its first product, B133, through partnership with a large electronics company had not been quite successful. Given the dire state of the compa...Starting at €8.20
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Hoffmann-La Roche: Pricing the Zelboraf Melanoma Treatment for Canada
Mark Zbaracki; Jedy WangCase IVEY-9B16M138-EStrategyThe Canadian brand manager of Zelboraf had to decide how to introduce and price Zelboraf in the Canadian market. Zelboraf was a breakthrough discovery in treatment for melanoma cancer patients. Hoffmann-La Roche (Roche) began developing Zelboraf in 2005. During the clinical trials, the drug yielded such positive results in targeting late-stage (metastatic) melanoma cancer that Roche ended clinical trials early in order to expedite FDA approval an...Starting at €8.20
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Rockwater Insurance
Elizabeth M.A. Grasby; Trina RuthesCase IVEY-9B14C003-ELeadership and People ManagementAfter four months in his new position, the assistant operations manager of a family-run, mid-sized insurance company must deal with the performance issues of a long-time employee. The offender’s high rate of errors and his slow completion times, along with his increasingly defiant attitude, have gone on for too long, especially since this performance is negatively affecting the other employees in the operations department. Since past efforts have...Starting at €8.20