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Mission Impossible: Measuring Social Media Return on Investment
Miranda R. Goode; Daniel SamoshCase IVEY-9B12A015-EEntrepreneurship, MarketingIn August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertise...Starting at €8.20
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DOUGH T.O: A Sweet Expansion Opportunity
Miranda R. Goode; Shivani PradhanCase IVEY-9B20A082-EEntrepreneurship, MarketingIn early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since its founding in 2017, the brand had expanded its edible cookie dough business from its original pop-up moStarting at €8.20
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Lake Erie Paper
Peter C. Bell; Jing ChenCase IVEY-9B07E002-ECorporate GovernanceThe production manager at Lake Erie Paper (LEP) was considering installing a moisture meter to test the water content of the wood chips used to make corrugated paper. Use of a moisture meter would speed up the testing process and could reduce costs and/or improve paper quality, but the manager wanted to be sure that the meter provided a consistent and reliable measure of the water content of the arriving woodchips.Starting at €8.20
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Northwest Newsprint, Inc. (B)
Peter C. Bell; Jing ChenCase IVEY-9B09E003-ECorporate GovernanceNorthwest Newsprint, Inc. is a major producer of newsprint and pulpmills in the Pacific Northwest and Canada from which they supplied various North American markets. In Northwest Newsprint, Inc. (A), product #9A98E035, the assistant controller's supply chain optimization approach leads to the conclusion that Northwest Newsprint, Inc. has far too much manufacturing capacity. This supplemental case addresses the ability of price changes to mitigate...Starting at €5.74
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All or Nothing Brewhouse: Managing Beer Brands
Miranda R. Goode; Ken MarkCase IVEY-9B19A015-EEntrepreneurship, MarketingTwo entrepreneur brothers purchased Trafalgar Ales, Meads and Distillery, a brewery with 19 active individual beer brands, each generating a small amount of sales. The brothers' purchase came at a time when they were transitioning from a contract brewer—a brand that outsources the actual production to another firm—to a production brewer. The challenge for the entrepreneurs was to determine how to manage their stable of brands for the future. Traf...Starting at €8.20
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Mixtape Social: Building Brands for Athletes and Companies
Miranda R. Goode; Ken MarkCase IVEY-9B19A012-EEntrepreneurship, MarketingIn February 2018, the founder of Toronto-based Mixtape Social was wondering how to grow his business. He had spent the past two years bootstrapping the two-pronged business, which offered services to help professional athletes build their personal brands and creative advertising and social media campaigns for corporations and other entities. With a roster of professional athletes, including Mitch Marner, one of the top players for the Toronto Map...Starting at €8.20