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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Michael Aniballi (A)
Mitch Rothstein; Zahera SheikhCase IVEY-9B04C035-ELeadership and People ManagementMichael Aniballi is facing a major career transition as he completes his executive MBA degree. He attempts to evaluate three very different job offers by engaging in a thorough self-assessment.Starting at €8.20
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Michael Aniballi (B)
Mitch Rothstein; Zahera SheikhCase IVEY-9B04C036-ELeadership and People ManagementIn this supplement to Michael Aniballi (A), product 9B04C035, Michael Aniballi describes how a thorough self-assessment helped him make a difficult career decision.Starting at €5.74