Ivey Business School (Canada)
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Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy
Rachna Shah; Gaganpreet Singh; Sandeep PuriCase IVEY-9B17M052-EStrategyIn September 2015, the Volkswagen Group (VW) was in a state of flux. Its reputation was taking a severe beating in the auto industry and among consumers. The United States Environmental Protection Agency had accused the company of tampering with its EA 189 diesel engines to clear emissions tests. The engines, fitted with a “defeat device,” met the stringent emission levels and higher fuel efficiency standards set in the United States. The defeat ...Starting at €8.20
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United Airlines’ Service-recovery Challenge After Reputation Meltdown
Sandeep Puri; Kushal Dev Kashyap; Gaganpreet SinghCase IVEY-9B18A015-EMarketingIn 2017, United Airlines suffered a blow to its corporate reputation throughout the United States and international markets, including China, mainly due to an incident on United flight 3411, in which an airport enforcement officer forcibly dragged a passenger out of a plane. The inadequate public relations reaction following the incident and ineffective crisis management left the company reeling. The company became subject to scathing social medi...Starting at €8.20
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Procter & Gamble: Recall of Old Spice Deodorants
Siddhant Puri; Rameshwar Dubey; Sandeep Puri; Jayanthi RanjanCase IVEY-W30794-EMarketing, StrategyIn November 2021, Procter & Gamble Company (P&G)’s announcement regarding the recall of more than a dozen of its Old Spice and Secret aerosol deodorants and sprays over elevated levels of benzene threatened to damage their brand value. Considering that product recalls come at a cost and involve various phases, P&G need to assess how the recall will impact their brand value. As the Cincinnati, Ohio, multinational consumer goods corporation progres...Starting at €8.20
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Detroit Bikes: Becoming the Biggest Bicycle Manufacturer in North America
Kent Walker; Neda DemiriCase IVEY-9B17A012-EEntrepreneurship, MarketingIn 2016, Detroit Bikes was a relatively new company seeking to become the largest bicycle manufacturer in North America. The U.S. bicycle market was dominated by imports from China and Taiwan, and Detroit Bikes saw an opportunity to compete by producing bicycles in the United States. The numerous business opportunities arising from Detroit’s economic downfall and recent resurgence provided an ideal location for the new bicycle company. The founde...Starting at €8.20
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New Belgium Brewing Company and B Corporation Certification
Kent Walker; Taylor LaporteCase IVEY-9B17M028-EStrategyIn the winter of 2012, the New Belgium Brewing Company (NBB) in Fort Collins, Colorado, was considering becoming a certified B Corporation (B Corp). Dedication and willingness to share with employees had always been a part of NBB, whose values also extended to consideration of the natural environment and philanthropy. NBB had grown tremendously over the years, partly thanks to its focus on the triple bottom line. Already the third-largest craft b...Starting at €8.20