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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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South East Grey Community Health Centre: Journey to Rural Expansion
David Barrett; Vania SakelarisCase IVEY-9B20D008-EEntrepreneurship, Service and Operations ManagementIn 2019, the clinical director of the South East Grey Community Health Centre was conflicted about whether to proceed with presenting the chief executive officer with a proposal to expand the health centre's primary services to a satellite location in theStarting at €8.20
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McMaster Family Health Team: Culture Evolution
David Barrett; Vania SakelarisCase IVEY-9B20D009-EService and Operations ManagementIn 2016, the chair of McMaster Family Health Team faced challenges related to differences in operational culture that had emerged at its two clinic sites—Stonechurch Family Health Centre and McMaster Family Practice. The two sites, which had operated indeStarting 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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Saint Elizabeth: Innovation in Health Care
David Barrett; Ramasastry ChandrasekharCase IVEY-9B16D025-EService and Operations ManagementSaint Elizabeth, a leading Canadian health-care enterprise, had been managing innovation through what it called the Innovation Tripod. This had three components—Ideas (which involved generating innovative ideas from among employees), Solutions (involving outside ventures in innovation), and Impact (consisting of ways in which results were measured). The chief executive officer (CEO) was facing a dilemma with each element of the tripod. How could ...Starting at €8.20
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InteraXon Inc.'s Muse: Aligning the Supply Chain
David Barrett; Ramasastry ChandrasekharCase IVEY-9B17D011-EEntrepreneurship, Service and Operations Management, StrategyIn 2016, the chief operating officer (COO) of InteraXon Inc., a Toronto-based technology start-up in the health and wellness sector, needed to put together a revised supply chain that was consistent with the company’s new strategic plan. InteraXon’s flagship product was a lightweight headband called Muse, aimed at measuring the wearer’s brain activity. The COO needed to keep in mind two major requirements of the new plan: a) the company would be ...Starting at €8.20
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Kindred Home Care: Choosing Growth Options
David Barrett; Ramasastry ChandrasekharCase IVEY-9B19D024-EEntrepreneurship, Service and Operations Management, StrategyIn June 2017, the chief executive officer (CEO) of Kindred Home Care, a home care company in the Canadian province of New Brunswick, bordering the United States, was grappling with three options for scaling up operations—take the familiar acquisition routStarting at €8.20