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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Patricia Coulter's Dilemma (A)
John S. Haywood-Farmer; Samantha WinklerCase IVEY-9B13C020-ELeadership and People ManagementA graduating fourth-year HBA student faces an ethical dilemma as she struggles to decide which one of two job offers to accept. The situation is complicated by the fact that she has received an exploding offer from one firm and she must respond to it on the same day as she participates in a final-round interview with the other firm. The stakeholders in this case include the student, the two firms, the university and its career-management program,...Starting at €8.20
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Patricia Coulter's Dilemma (B)
John S. Haywood-Farmer; Samantha WinklerCase IVEY-9B13C021-ELeadership and People ManagementThis is a supplement to 9B13C020.Starting at €5.74