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Paramount: RuPaul’s Drag Race—from Subculture to Mainstream
Chris Beless; Penny Dolan; April C. Hughes; Kelly GoldsmithCase IVEY-W26654-EMarketing, StrategyVH1, MTV, and LOGO were all popular television channels owned by the Paramount television network. One of the most successful shows on LOGO was RuPaul’s Drag Race, a reality television show featuring drag queens. Paramount was considering moving RuPaul’s Drag Race off LOGO to a different platform within the Paramount portfolio in 2017. Before deciding where RuPaul’s Drag Race would air, Paramount needed to determine whether the show could be succ...Starting at €8.20
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Brand Activism: Nike and Colin Kaepernick
Avery, Jill; Pauwels, KoenCase HBS-519046-EMarketingNike's selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice of Kaepernick positively or negatively affect Nike's business results or just generate a lot of social media chatter? As Nike's management team watched some people burn their s...Starting at €8.20