Ivey Business School (Canada)
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Bixi Goes to New York
Yves Plourde; Jean-Louis SchaanCase IVEY-9B15M013-EEntrepreneurship, StrategyIn May 2011, the Public Bike System Company, based in Montreal, Canada, was preparing to answer a request for proposal by New York City to create a financially self-sustaining public bike-sharing system. Three years earlier, the company, owned by the Montreal Transit Authority, had created Bixi, a service that made bikes available to members through docking stations, powered by solar energy, spread across the city. Although its financial structur...Starting at €8.20
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RONA Inc.: Was Being Bought Out the Best Option
Normand Turgeon; JoAnne LabrecqueCase IVEY-9B18A053-EMarketingRONA Inc. (RONA), a Canadian giant in home improvement retail, received an unsolicited offer of CA$1.76 billion from Lowe’s Companies, Inc., (Lowe’s) in 2012. Lowe’s, a U.S. company, was already operating in the Canadian market through a subsidiary, and its goal in acquiring RONA was to rapidly upscale its operations. RONA’s board of directors declined the offer. Lowe’s came back in February 2016 with a second offer worth $3.2 billion. Negotiatio...Starting at €8.20
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Car2go Montreal: The Electrification Opportunity
Yves Plourde; Felipe HelferCase IVEY-9B16M056-EStrategyIn 2015, the City of Montreal issued an international request for interest for the implementation of an all-electric carsharing service. This situation represented both a threat and an opportunity for car2go, a carsharing service company and a subsidiary of Daimler that had successfully operated 29 carsharing systems across Europe and North America. Would it be worthwhile for car2go to respond to the request for interest and, in doing so, adapt i...Starting at €8.20
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Marketing Planning at Just Us Cafés
Sara Loudyi; Julia Sagebien; Normand Turgeon; Ian McKillopCase IVEY-9B09A014-EEntrepreneurship, MarketingJeff and Debra Moore are the founders of Just Us!, a fair trade coffee cooperative, retailer and wholesaler. Just Us!’s mission is to actively promote fair trade and its benefits for producers in developing countries. The Moores have maintained a strong commitment to educating consumers while building strong brand identity and upholding constant growth. To support the main distribution channel in grocery stores, management opened four cafés (two ...Starting at €8.20