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Mountain Dew: The Most Racist Soft-drink Commercial in History
Jana Seijts; Paul BigusCase IVEY-9B13A021-EMarketingPepsiCo faces criticism after releasing a series of online advertisements for Mountain Dew that featured an angry Mountain Dew–drinking goat, a battered white woman on crutches and the goat in a police lineup of all black men. Critics are offended by the advertisement’s portrayal of violence toward women and racial stereotypes. As the public outcry spreads, Mountain Dew’s senior brand manager needs to devise a course of action or risk damage to o...Starting at €8.20
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Toyota: Accelerator Pedal Recall (B)
Jana Seijts; Paul BigusCase IVEY-9B11M078-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Toyota: Accelerator Pedal Recall (A).Starting at €5.74
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Taylor Fresh Foods, Teaching Note
Bell, David E.; Shelman, MaryTeaching Note HBS-511128-EMarketingTeaching Note for 509008.Starting at €0.00
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Mission Produce
Alvarez, Jose B.; Shelman, MaryCase HBS-514023-EMarketingTo maximize their effectiveness, color cases should be printed in color. As the leading distributor of fresh avocados in the U.S., Mission Produce was at a crossroads in late 2013. Avocado consumption was booming and CEO Steve Barnard wanted to acquire additional land in Peru and develop new avocado farms to help fill a projected supply gap. Mission could also buy avocado farms in other countries, expand its international marketing efforts, inves...Starting at €8.20
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Netflix: The Public Relations Box Office Flop
Jana Seijts; Paul BigusCase IVEY-9B12M049-ELeadership and People Management, Marketing, StrategyOn the morning of September 19, 2011, the chief executive officer (CEO) of the online movie provider Netflix Incorporated became witness to growing public discontent and media criticism directed at the company. The previous evening, the CEO had announced on the company blog that Netflix would be splitting into two separate entities. With the proposed change, the Netflix DVD-by-mail service would be spun out and renamed Qwikster. The move would le...Starting at €8.20
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Disney Consumer Products: Marketing Nutrition to Children, Teaching Note
Bell, David E.; Shelman, MaryTeaching Note HBS-508078-EMarketingTeaching Note for [507-006].Starting at €0.00
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Toyota: Accelerator Pedal Recall (A)
Jana Seijts; Paul BigusCase IVEY-9B11M077-ELeadership and People Management, Marketing, StrategyIn January 2010, global automotive manufacturer Toyota faced the task of notifying customers of a recall that involved a faulty accelerator pedal on 1.7 million vehicles. Toyota had already come under intense public scrutiny the previous year over a floor mat recall that affected 4.2 million vehicles. In an attempt to reach the masses for the current recall, Toyota created a letter to customers that was featured in major newspapers and on its web...Starting at €8.20
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Taylor Fresh Foods
Bell, David E.; Kindred, Natalie; Shelman, MaryCase HBS-509008-EMarketingIn 13 years, Bruce Taylor had built Taylor Fresh Foods into a $1 billion company and the top supplier of salads to the U.S. food service industry and to supermarket deli departments. In 2008, he was convinced that the time was right to make a big push in the fresh food area to satisfy consumers that were demanding more convenient, natural, good-tasting, and locally-grown foods. Bruce needed an action plan to make Taylor Fresh the industry leader ...Starting at €8.20
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Ocean Mist Farms
Bell, David E.; Alvarez, Jose B.; Shelman, Mary; Norris, MichaelCase HBS-513027-EMarketingIn late 2012, Kori Tuggle, director of marketing and business development at Ocean Mist Farms, a California produce company, examines her social media-based marketing program and her attempts to create a brand for a bulk commodity.Starting at €8.20
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Viagen: Revolutionizing the Livestock Industry, Teaching Note
Bell, David E.; Shelman, Mary; Sherman, EliotTeaching Note HBS-508014-EMarketingTeaching Note for [507021].Starting at €0.00