Ivey Business School (Canada)
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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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Smithtown: Can It Make Something Out of Nothing?
Steven StraussCase IVEY-W25555-EEconomicsIn 1965, Smithtown, Arkansas, had virtually no natural resources, core competencies, human capital advantages, or infrastructure advantages. The local river was impassable and not suitable for transport, and the town had no rail line and no airport. Smithtown’s young population (about 18,000 scattered across two counties) was pretty much stagnant and comparatively less educated than the rest of the United States. Although Smithtown had low-cost l...Starting at €8.20