Ivey Business School (Canada)
-
Mahindra & Mahindra Ltd.: Racing Towards Creative Disruptions
Nadeem Rizvi; Rojers P. JosephCase IVEY-W24488-EStrategyMahindra & Mahindra Ltd. (M&M), an Indian automotive giant, was pursuing strategies to retain the leading position in the domestic automotive space. Traditionally an SUV manufacturer, M&M created a new vertical—Advanced Technology Solutions (ATS)—to spearhead technology development as a means of competing with the multinational companies entering India. ATS’s technology pursuits had already translated into several successful products; however, by...Starting at €8.20
-
Escape Outdoors: The Herschel Brand Mix Decision
Sherry Finney; Meghan Finney; Gemma WhyteCase IVEY-9B20A047-EEntrepreneurship, Marketing, StrategyThe co-manager and partner at Escape Outdoors (EO), North Sydney, Nova Scotia had to decide if the adoption of Herschel Supply Co. (Herschel) products—as part of her outdoor store’s product mix—was a good decision for her company. Herschel had never been included in the traditional outdoor mix of brands, and EO’s market was an older clientele than Herschel’s. Marketing factors affecting her decision to adopt a new brand included buyer behaviour, ...Starting at €8.20