Ivey Business School (Canada)
-
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
-
Liquid Death: Water Made Metal
Anne Wilson; Kelly Goldsmith; Kaylee TaoCase IVEY-W28658-EMarketing, StrategyFounded in 2017, the canned-water company Liquid Death had raised about US$125 million in venture capital funding and created a strong following within the punk and heavy metal communities. However, the brand was seeking to expand and needed to choose the best growth strategy, which involved deciding which customers to target, whether to develop new products or line extensions, how to continue to use promotions and communications to defend the br...Starting at €8.20
-
Primateria AB: Scaling Up and Protecting IP
Torsten Doering; Olle WanstrandCase IVEY-W24938-EEntrepreneurship, Service and Operations ManagementSwedish technology start-up Primateria AB (Primateria) was founded in November of 2004 with the main idea to provide science-backed consulting services for cutting-tool producers and end-users. What had started as a consulting service without the need for assets turned quickly into a production-driven service to support the cutting tool supply chain. The company had managed to consistently grow without external capital, had automated processes, o...Starting at €8.20