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Molson Canada: Social Media Marketing
Deborah Compeau; Israr QureshiCase IVEY-9B08A014-EMarketingThis case describes Molson’s experiment with social media for creating brand awareness. In November 2007, Molson, part of the Molson Coors Brewing Company, ended a social media promotion after facing criticism that it promoted binge drinking. Molson was faced with the difficulty of how quickly the contents of social media could spread to various audiences. The case encourages readers to ponder whether Molson’s action was the only option available...Starting at €8.20
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Environmental Compliance at Suncor Energy's Firebag Facility
Stephanie Bertels; Connie Van der Byl; Frances BowenCase IVEY-9B13M032-EStrategyIn 2008, the incoming vice-president in situ of Suncor Energy is faced with problems of underperformance at a new facility that uses the innovative in situ technology. This technology accesses bitumen in reservoirs too deep for traditional mining practices to recover. Although it is deemed less harmful to the environment than surface mining, in situ technology does create more greenhouse gas and sulphur dioxide emissions, but these can be control...Starting at €8.20
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Molson Canada: Social Media Marketing (Spanish version)
Deborah Compeau; Israr QureshiCase IVEY-9B08AS14MarketingEste caso describe experimentos de Molson con los medios sociales de comunicación para crear conocimiento de marca. Ilustra los temas implicadas en la comercialización de los medios de comunicación sociales. Molson se enfrentó con el desafío de cómo rápidamente el contenido de los medios de comunicación social podría extenderse a diversos grupos. Había un peligro real de salir afuera de su control si Molson no responderían con rapidez El caso ani...Starting at €8.20
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Paul Hardy Design Inc.: A Pandemic Pivot in Luxury Fashion and Interiors
Connie Van der BylCase IVEY-W26390-EStrategyPaul Hardy parlayed a degree in fashion and an early-career job as a personal shopper at high-end retailer Holt, Renfrew & Co., Limited (Holt Renfrew) into a successful career as a Canadian luxury-goods fashion designer. He was a survivor in the industry, adapting to various exogenous shocks, most recently COVID-19. The pandemic resulted in the cancellation of events and social gatherings at places where women typically wore his designs. In addit...Starting at €8.20