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Didi Chuxing: Branding Safety and Security in an Emerging Hi-Tech Industry
Francine Schlosser; Marcia Carvalho de Azevedo; Anna Bento CostaCase IVEY-9B20A050-EEntrepreneurship, Marketing, StrategyIn 2019, the president of China’s ride share company Didi Chuxing Technology Co. (Didi) faced various challenges associated with marketing and communications in a high-risk disruptive technology. As one of few female global corporate leaders, she was a roStarting at €8.20
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New Balance, GrubHub, and PepsiCo: The Politicization of Business
Neil Bendle; Amos NadlerCase IVEY-9B17A027-EMarketingAn investment analyst was tasked with determining the impact of political controversy on firm performance in the aftermath of the highly charged 2016 U.S. presidential election. After this election, U.S. firms such as New Balance, GrubHub, and PepsiCo faced boycotts from aggrieved activists. The analyst needed to better understand the downsides—and potential benefits—of firms’ involvement in political controversy. To do so, she needed to graph th...Starting at €8.20