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ParticipACTION: A Social Marketing Challenge to Halt Canada’s Obesity
Dante Pirouz; Monica C. LaBarge; Karam PutrosCase IVEY-9B15A011-EMarketingOn July 12, 1971, Sport Participation Canada, a not-for-profit company, was established by the Canadian government to encourage Canadians to increase their physical activity levels to fight the “obesity epidemic” that was causing health care costs to soar. One year later, the company was nationalized and renamed ParticipACTION. To spread its message, it relied on humourous ads, especially on TV, to encourage adults and children to exercise more. ...Starting at €8.20
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Target Canada
Dante Pirouz; Steven (Sang Kil) HongCase IVEY-9B14A059-EMarketing, StrategyIn 2013, Target Corporation, the fourth-largest retailer in the United States, launched its first international expansion by opening 125 stores in Canada. Senior executives expected that Target Canada stores would generate $1 billion in annual revenue. However, by late 2013, after losses of more than $900 million, it became obvious that the Canadian expansion had failed. As a result of the stores’ underperformance, Target has appointed a new pres...Starting at €8.20
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A Couple of Squares: E-Commerce Opportunities for Growth (B)
Dante Pirouz; Raymond Pirouz; Dina Ribbink; Emily Chen-BendleCase IVEY-9B13A005-EEntrepreneurship, MarketingA small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case 9B13A004, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform. The multimedia elements of th...Starting at €5.74
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Keystone Excavating Limited: Preserving a Legacy
Pernille Goodbrand; Sandip Lalli; Cheryl BrazellCase IVEY-9B18M158-EStrategyIn June 2015, a new president and chief executive officer, Sandip Lalli, was hired by the board of directors of Keystone Excavating Limited (Keystone) to turn the company around and increase its value. In its 35 years of operations, Keystone had failed to articulate a purpose, and for the past five years it had been in double-digit decline. The economic downturn in Alberta from 2014 to 2016 had made the situation dire, and by September 2016 Lalli...Starting at €8.20
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Jayman Built Inc: Westman Village Resort-Style Living
Pernille Goodbrand; Lynne Ricker; Jessica AbtCase IVEY-9B20A058-EMarketingIn September 2015, the owner of Jayman BUILT, a homebuilder and developer in Alberta, was fine-tuning his vision for a resort-style residential community in the outer suburbs of Calgary, Alberta. The development, Westman Village, would be a legacy project and the first of its kind in Calgary—a high-density, walkable, and amenity-rich community. Work on the development was planned for September 2016, and the owner was eager to showcase the innovat...Starting at €8.20
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Porsche: Harnessing Social Media
Dante Pirouz; Ken MarkCase IVEY-9B14A060-EMarketingThe marketing director of an advertising agency is considering marketing options to present to Porsche Canada. The goal is to generate sales of Porsche vehicles in Canada by using social media to highlight the fact that Porsches can be driven in winter conditions. The objective of this program, which includes a variety of social media tools and messages, augments Porsche Car Canada’s traditional marketing campaign of billboards, event sponsorship...Starting at €8.20
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Lululemon Athletica Inc.
Dante Pirouz; Kelly Huang (Arman)Case IVEY-9B14A034-EEntrepreneurship, MarketingNear the end of November 2013, Lululemon Athletica (Lululemon) became the subject of a viral firestorm after a series of negative events seriously ruptured the company's reputation. The company found itself facing its worst quality control problem to date, with a recall of 17 per cent of its Luon pants due to issues with sheerness. In addition, the company’s chief executive officer had stepped down. Was Lululemon destined to follow Blackberry as ...Starting at €8.20
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Spruceland Properties Inc.: Social Enterprise through Real Estate Development
Pernille Goodbrand; Thomas HollowayCase IVEY-9B19M100-EStrategyIn February 2016, SpruceLand Properties Inc. (SpruceLand) faced a difficult decision that would determine the future of the company. SpruceLand had been founded as a community development company mandated to create financial returns while engaging in sociStarting at €8.20
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City of Calgary: Financing Infrastructure
Pernille Goodbrand; Darrin Ambrose; Jyoti GondekCase IVEY-9B18M041-EStrategyIn 2007, the former Calgary mayor was preparing to make the case for a Community Revitalization Levy to secure financing to develop Calgary’s East Village, a downtown brownfield site. The East Village had a difficult history, and economic, social, and environmental issues abounded there. All previous attempts at redevelopment had failed. After doing meticulous research, the mayor presented to Calgary City Council his idea of the Community Revital...Starting at €8.20
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Porsche Canada: Selling Winter Driving
Dante Pirouz; Ken MarkCase IVEY-9B11A021-EMarketingPorsche Canada wants to encourage its Canadian customers to drive their cars in winter. The goal is increased sales of cars (by consumers unwilling to buy a Porsche only for summer driving) and winter accessories such as snow tires. This is a three-fold challenge because Canadians generally believe that luxury vehicles should not be driven in winter due to ice and salt; that sports cars generally perform poorly in winter conditions; and that it i...Starting at €8.20