Default Category
-
Transparency and Ethics at Everlane
Karen Robson; Matthew WilsonCase IVEY-9B21A005-EMarketingInnovative US apparel retailer Everlane Inc. (Everlane) employed "radical transparency," disclosing detailed information about the costs it incurred and the factories that manufactured its clothes. The company also claimed to prioritize ethics and sustainStarting at €8.20
-
M.M.Lafleur: Market Segmentation and Targeting
Karen Robson; Adam J. MillsCase IVEY-9B20A002-EMarketingM.M.LaFleur, a clothing company founded in New York in 2013, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group—working women who did not like shopping. Despite the challenging customer base, the company grew steadily since its inception. Customers could shop online through the company's website or attend showrooms, pop-up stores, or trunk shows, where sales associates provided attenti...Starting at €8.20
-
Fixing Our Politics', One Vote at a Time: Public Policy Graduates Aim to Boost Turnout with TurboVote
Varley, Pamela; Donahue, John D.Case HBS-KS1183-EThis case, about creating a startup with a social mission, is designed to help students think through the strategic alignment of public value, legitimacy/support, and operational capacity in a simple context. Together with an in-class video "reveal," the case package follows the thinking of two Masters of Public Policy graduates as they create TurboVote, a nonprofit service designed to increase voter turnout by sending subscribers reminders and h...Starting at €8.20
-
The Challenge of Adapting to Climate Change: King County Brings Local Action to a Global Threat
Garcia-Rios, Patricia; Varley, Pamela; Donahue, John D.Case HBS-HKS107-EThis public leadership case puts students in the shoes of King County Executive Ron Sims, the top elected official in Washington State's largest and most diverse county. The year is 2005, and Sims wishes to take a high profile leadership role on the climate change issue-locally and on the national stage-by tackling the nearly uncharted realm of "adaptation," preparing at the local level for impacts of climate change considered inevitable. In addi...Starting at €8.20
-
The Challenge of Adapting to Climate Change: King County Brings Local Action to a Global Threat: Sequel
Varley, Pamela; Donahue, John D.Case HBS-HKS108-EThis sequel reveals which actions the County took, and describes the outcome of each in brief. It also includes two exhibits: a summary of the "goals and actions" outlined in the adaptation section of the 2007 King County Climate Plan and a list of executive orders intended to reduce the county's contribution to global warming. In addition to addressing certain generic leadership challenges-how to navigate the difficult intersection of politics a...Starting at €8.20
-
Does Mattel's Iconic Barbie Doll Need a Makeover
Karen Robson; Stefanie BeningerCase IVEY-9B16A005-EMarketingIn 2015, almost 60 years after being introduced to the market, the Barbie doll was one of the world’s most iconic toys. However, both the industry landscape and consumer preferences were changing, and Barbie was yet again in the spotlight as consumers criticized the toy for providing a narrow and unrealistic vision of how women should look, how they should dress, and the careers they should pursue. Sales and public perception of the doll were bot...Starting at €8.20
-
SalinaBear: Monetizing a YouTube Profile
Michael Parent; Anjali Bal; Karen RobsonCase IVEY-9B12A063-EEntrepreneurship, MarketingA recent business school graduate has enjoyed moderate success with her YouTube channel, which is devoted to videos detailing how to artistically transform T-shirts into unique fashion items. The entrepreneur has successfully monetized the site by allowing YouTube to place ads on it, through the YouTube Partner Program. The case outlines the entrepreneur’s efforts, describes her participation in YouTube’s Partnership Program and asks students to ...Starting at €8.20
-
United Airlines and Captain Denny Flanagan (Spanish version)
Colin Campbell; Niall Piercy; Michael Parent; Karen RobsonCase IVEY-9B14AS025MarketingThis case follows a day in the life of Captain Denny Flanagan. A United Airlines pilot for nearly a quarter of a century and a former naval aviator, Flanagan has created and championed a campaign to radically change the nature of air travel — putting good customer service at the heart of everything the airline does and reaching back, in some way, to the golden age of air travel. Examples of his service include ordering food for passengers of dela...Starting at €8.20
-
Abercrombie & #Fitchthehomeless
Karen Robson; Colin Campbell; Justin CohenCase IVEY-9B13A032-EMarketing, StrategyIn early May 2013, Abercrombie & Fitch, a high-end clothing retailer in the United States, faced a loss of consumer confidence in its brand after quotes made by its CEO in an interview seven years earlier resurfaced. His remarks fostered the perception that the company was prejudiced against overweight people. In response, angry consumers released a YouTube video entitled #FitchTheHomeless urging people to donate their Abercrombie & Fitch clothin...Starting at €8.20
-
The "Three Strikes" Law in California (Sequel): The Impact
Donahue, John D.; Scott, EstherCase HBS-HKS113-EStrategyThis sequel is the second part of this three part case. The main case (case 1908.0) provides background on the California three strikes law, and then briefly describes the proponents and opponents of the ballot measure, and the arguments each side put forward. The next two parts can be read sequentially in class. This brief sequel summarizes the impact of the ballot initiative-which was overwhelmingly approved by voters-on both the state priso...Starting at €8.20