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Our Beer Print: Brewing Corporate Responsibility at Molson Coors
Mary Weil; Chitra P. ReddinCase IVEY-9B13A026-EMarketingMolson Coors’ chief corporate responsibility officer has been tasked to use the company’s efforts toward global corporate responsibility to drive its global competitiveness. He must roll out new corporate responsibility initiatives to engage employees across the company’s range of geographic locations.Starting at €8.20
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Blossom Inners: Designing Nonsensual Communication for Lingerie Marketing
Ajith K. Thomas; Manu Jacob Mathew; Mary WeilCase IVEY-9B17A015-EMarketing, StrategyUntil 2014, Blossom Inners Pvt. Ltd. (Blossom), a leading lingerie brand in India, had followed the accepted standard of advertising lingerie with images of skin-revealing models. Influenced by their personal philosophy and concern about increasing crimes against women, the company’s directors decided to break from the time-tested lingerie industry standards of communicating with sensual appeal. According to the managing director, Blossom would g...Starting at €8.20
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Star Digital: Assessing the Effectiveness of Display Advertising
Narayanan S; Yildiz TCase SGSB-M347-EMarketingStar Digital, a multichannel video service provider with over US$100 million in annual advertising spends, was gradually increasing its online advertising spend. The company was extremely active in managing its substantial advertising budget, using return on investment information to make spending decisions. Even though the internet provided a promising platform to measure ad effectiveness, doing so for display ads was proving difficult. The t...Starting at €8.20