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Corona Beer: Ambiguous Brand Association during the Coronavirus Pandemic
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B20A063-EMarketingIn early 2020, during the COVID-19 coronavirus pandemic, Google Trends data revealed a surge in the use of the search terms “Corona beer virus” and “beer virus” by users of the Google search engine. A survey conducted around that time also seemed to suggest that consumers were less likely to buy Corona beer, which led various major media outlets to misrepresent the accuracy of the findings regarding consumer beliefs about the association between ...Starting at €8.20
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Kanopy LLC: Growth Challenges of an Educational Video Streaming Company
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B20A078-EEntrepreneurship, MarketingKanopy LLC (Kanopy) was a video streaming platform that hosted independent and documentary films for educative purposes. Founded in 2008, Kanopy had rapidly expanded to several countries. By 2017, it had more than 3,000 college libraries and several publiStarting at €8.20
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#OwnYourStar: Together We Can Counter Rising Antisemitism
Sheri Lambert; Amy Lavin; Jennifer BermanCase IVEY-W30125-EMarketing, StrategyHillel International was founded in the United States in 1929 as a non-profit organization, with a mission to enrich the lives of Jewish students so that they may enrich the Jewish people and the world. By 2021, it had grown into the world’s largest Jewish college campus organization with over US$50 million in revenue and had achieved international recognition by connecting students at colleges and universities around the world. In August 2021, t...Starting at €8.20
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SpaceX: Starlink’s Uncertain Demand Trajectory
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B21A004-EMarketingElon R. Musk, founder and chief executive officer (CEO) of Space Exploration Technologies Corp. (SpaceX), was on a mission to provide people in rural and remote areas with affordable, reliable Internet access. Starlink-a constellation of 12,000 satellites to be launched into low Earth orbit (LEO)-was to provide a seamless web of high-speed, low-latency Internet access to anyone with a coordinating ground station. If revenue from the project mater...Starting at €8.20
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Moderna: In Search of a Competitive Edge in the COVID-19 Vaccine Race
Saurabh Bhattacharya; Arpita AgnihotriCase IVEY-9B21M058-EMarketing, StrategyModerna, Inc. (Moderna), a US biotech start-up, was a contender in the race to develop a COVID-19 vaccine. On November 23, 2020, Moderna announced success in the third-stage clinical trial of its COVID-19 vaccine, soon after larger rival Pfizer Inc. (Pfizer), partnering with BioNTech SE, had reported the successful clinical trial results of its own vaccine. However, large-scale vaccine production was a challenge for Moderna, and its chief executi...Starting at €8.20
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Goya Foods, Inc.: Boycott or Buycott Due to the CEO's Political Stance
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B20A081-EMarketingRobert Unanue, chief executive officer (CEO) of Goya Foods, the largest Hispanic food company in the United States, came under criticism on July 9, 2020, when as an invited guest at the White House, he praised the US President. Upset community members boyStarting at €8.20