Ivey Business School (Canada)
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Comfort Remote Site Services Ltd.
Elizabeth M.A. Grasby; Jimmy WangCase IVEY-9B18M105-EStrategyComfort Remote Site Services Ltd. (Comfort) was a remote-site food service company based in Oakville, Ontario. The chairman and chief executive officer (CEO) of Comfort was preparing a bid for the catering, housekeeping, and janitorial services for the Gregory Mine, an iron ore mine owned by Yellowstone Mining and located 320 kilometres north of Yukon, Canada. The remote food services industry involved a highly competitive bidding (often closed) ...Starting at €8.20
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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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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
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Lockbox Social Inc.: Status Quo or SEO
Elizabeth M.A. Grasby; Jimmy WangCase IVEY-9B17B017-EAccounting and Control, EntrepreneurshipIn July 2016, the founder and president of Lockbox Social Inc., an American social media management company for real estate agents, was contemplating whether to offer search engine optimization (SEO) as a new product. He needed to decide whether to pivot his business to pursue SEO exclusively, include SEO with the current product mix, or stay with the status quo and reconsider SEO at a later date. How would the two products—social media managemen...Starting at €8.20