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Brand Equity
Chris A. Higgins; Jodie WhelanCase IVEY-9B10E023-ECorporate Governance, MarketingA market research company has collected a large dataset on brand equity for the fast food and travel sectors. It has come up with a way of measuring brand equity. Various statistical techniques are used to assess the concept of brand equity. These include descriptive statistics, crosstabs, ANOVA, and MANOVA.Starting at €8.20
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Lufa Farms
Alvarez, Jose B.; Mackalski, Robert; Lobb, AnnelenaCase HBS-514008-EEntrepreneurshipTo maximize their effectiveness, color cases should be printed in color. In 2013, Mohamed Hage, founder of the rooftop farming business called Lufa Farms, thought his company had reached a level of maturity where scaling the business model was the next logical step. With two greenhouses already in Canada, he was looking into other locations in the U.S. Though Lufa Farms' advanced cultivation technologies made the company stand out in its sector, ...Starting at €8.20
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Superb Trucks LP: How to Conduct a Field Experiment
Mansur Khamitov; Jodie Whelan; Matthew ThomsonCase IVEY-9B15A025-EMarketingIn August 2013, the research director of Superb Trucks LP, a large Ontario-based trucking transportation company, is expected to prepare a recommendation to top management on how to improve the efficiency of the company’s trucks. He had made a decision that an innovative fuel additive might serve this purpose and subsequently conducted two studies to assess its effectiveness. What considerations should be made when designing such a field experime...Starting at €8.20
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Area One Farms
Reinhardt, Forest L.; Alvarez, Jose B.; Lobb, AnnelenaCase HBS-518069-EMarketingIn 2017, Joelle Faulkner, CEO of Area One Farms, a Canadian private-equity fund focused on investing in the best Canadian farms and helping them expand, considered the merits and disadvantages of expanding her business to the U.S. While the markets shared some similarities, Faulkner did not know the U.S. market as well as the Canadian one. Could her joint venture partnership model work as well in the U.S. as it had in her home country?Starting at €8.20