Ivey Business School (Canada)
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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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World Tailors: Stitching Together a Plan for Growth
Robert Klassen; Kelsey TaylorCase IVEY-9B18D020-EEntrepreneurship, StrategyThe director of World Tailors, a small Canadian manufacturer that employed immigrant and refugee women to sew high-quality aprons, napkins, and market bags, wondered how all of the needed products would be completed for the 2017 December holiday season. During the past seven years, demand for World Tailor products had steadily increased from craft markets, online orders, and retail stores. How could the capacity of its current operations be bette...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