Ivey Business School (Canada)
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Uber Technologies: Wrongdoing and Corporate Reputations
Gwyneth Edwards; Andrea Kim; Michael CarneyCase IVEY-9B20M221-EStrategyIn September 2017, Uber Technologies Inc. hired a new chief executive officer with instructions to prepare the company for an initial public offering and repair its internal culture and reputation. By the end of 2019, however, the company’s past wrongdoinStarting 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