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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Graham's Pharmacy: Traditional Care, Modern Solutions
Nicole Bérubé; R. Frank DelangheCase IVEY-9B16A047-EEntrepreneurship, MarketingIn 2012, Graham’s Pharmacy opened to offer more traditional pharmacy services and counselling in contrast to franchise pharmacies. The business was the brainchild of a pharmacist and entrepreneur with a strong commitment to the pharmacist profession. Located in the heart of the historic business sector of Kingston, Ontario, Graham’s Pharmacy had taken over a historic building that formerly housed a bank. The pharmacy was intended to improve the q...Starting at €8.20
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Kinsip: Marketing Spirits, Maple Syrup, And Hand Sanitizer
Nicole Bérubé; Geoffrey T. PondCase IVEY-9B21A017-EMarketing, StrategyIn May 2020, the three cofounders of Kinsip House of Fine Spirits (Kinsip), a craft distillery located on a farm in Prince Edward County, Ontario, Canada, felt a great sense of accomplishment. The distillery had a varied product mix that included light anStarting at €8.20