Ivey Business School (Canada)
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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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DataUnison: The eBay Reseller Strategy
Rebecca A. Grant; Meghan StothersCase IVEY-9B07E014-EEntrepreneurship, Information TechnologiesIn 2005, e-business was on the rise again, and one of the companies that was doing well was eBay, the most successful online auction website. In addition to generating revenue, transactions on eBay also produced a substantial amount of data about purchases, prices and products. The chief executive officer (CEO) of the 18-month-old company, Advanced Economic Research Systems, Inc. (AERS) analyzed this data for consumers and businesses interested i...Starting 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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Strategic Planning at Apple Inc.
Kyle Murray; Miranda R. Goode; Fabrizio Di MuroCase IVEY-9B09A026-EMarketing, StrategyApple Inc. is one of the world's most successful and most recognizable companies. Over its 30 year existence, the company had seen a lot of changes in the computer industry. What would the future hold for the computer giant in a rapidly changing world? How should the company allocate resources between its more traditional offerings (computers) and its newer products (iPods, iPhones, Apple TV, etc.) in order to maintain and improve its market posi...Starting at €8.20
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Kitimat Clean Ltd.
Rebecca A. Grant; Saul KleinCase IVEY-9B15M094-EEntrepreneurship, StrategyA successful business executive and avid sailor had been thinking about new solutions to an old problem: safely transporting oil products. In late June 2014, the Canadian government had just approved a pipeline to carry bitumen from Alberta to the British Columbia coast. The immediate reaction from First Nations and environmental groups was extremely negative. Against this backdrop, the executive had put forward a radical proposal to refine the b...Starting at €8.20
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RevenueWire.com: Growing in a Competitive Affiliate Industry
Rebecca A. GrantCase IVEY-9B11M029-EEntrepreneurship, Marketing, StrategyAfter three years of rapid growth in a relatively young industry, the affiliate and payment-processing company RevenueWire.com found itself operating in a very different environment. Sales growth in the company’s affiliate network service had leveled off, and orders for Q1 2010 looked just like those for Q1 2009. New competitors, low entry barriers, and a plateau in the affiliate market meant few opportunities for growth across the industry. Desp...Starting at €8.20
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iStockphoto.com: Turning Community into Commerce
Rebecca A. Grant; Meghan StothersCase IVEY-9B07E013-EEntrepreneurship, Information TechnologiesWhen the founder of iStockphoto.com started the company in 2000, his objective was to share his vast collection of stock photography with graphic designers worldwide, and, in the process, help others do the same. By 2002, the organization was a respected and successful online community, but the founder and his partners now had to consider the profitability of their company. iStock was founded on community and collaboration - not commerce. Should ...Starting at €8.20
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Microsoft Windows: The Launch of Windows 7
Miranda R. Goode; Matthew BallCase IVEY-9B09A023-EMarketingIn early 2009, Microsoft began preparing for the launch of its next operating system, Windows 7. Successfully marketing Windows 7 had become essential for the company, which had faced numerous challenges in recent years, including a commercial and public relation failure of its last operating system, Windows Vista. While Windows 7 had received strong pre-release reviews, its success depended on Microsoft's ability to overcome the lingering skepti...Starting at €8.20