Ivey Business School (Canada)
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Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States (Spanish version)
Julia Sagebien; Jennifer Catinchi; Eva Perez; Marisol Perez-Savelli; Victor QuiñonesCase IVEY-9B09AS20Entrepreneurship, Marketing, StrategyDos inexpertos, pero fuertemente confiado, empresarios hacen frente a los molestias de una nueva empresa: exportando la masa hecho en Puerto Rico a las ciudades en los Estados Unidos donde se encuentran una gran cantidad de inmigrantes puertorriqueños que están deseando nostálgicamente para su querido pan sobao (pan hecho con manteca vegetal). Con millares de puertorriqueños que viven en y/o que se mueven a los Estados Unidos y después de varios ...Starting at €8.20
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Pan Boricua: Developing a Market Strategy for the Hispanic Market in the United States
Victor Quiñones; Julia Sagebien; Marisol Perez-Savelli; Eva Perez; Jennifer CatinchiCase IVEY-9B09A020-EEntrepreneurship, Marketing, StrategyTwo inexperienced, but strongly committed, entrepreneurs face the hassles of a new venture: exporting dough from Puerto Rico to cities in the United States with large numbers of Puerto Rican immigrants who are longing nostalgically for their beloved pan sobao (bread made with vegetable shortening). With thousands of Puerto Ricans living in and/or moving to the United States and after several incidents of fraud by partners of the entrepreneurs, th...Starting at €8.20
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Ricky Martin: The Role of Reputation in a Celebrity's Career
Sheila Marie Cruz-Rodriguez; Victor QuiñonesCase IVEY-9B14A078-EEntrepreneurship, Marketing, StrategyGlobally acclaimed singer, actor, author and Grammy Award winner Ricky Martin “decided [on March 29, 2010] to put an end to the hell that was going on inside [his] mind” by using Twitter to openly declare his homosexuality. Issues posed by the revelation included: What options were available to Martin’s management before and after the revelation in order to effectively deal with situations that could have jeopardized Martin’s career and future pr...Starting at €8.20
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Alice’s Maternity Leave: Beneficial Leave or Left Behind?
John D. Varlaro; Nicole M. AmosCase IVEY-W25470-ELeadership and People ManagementAlice Moore worked remotely as a full-time senior data associate for Bloom Inc., a global technology firm in the United States. The department in which Moore worked was restructured while she was on maternity leave; yet despite having a strong performance record, Moore received neither a promotion nor a pay increase, while some colleagues did. She returned from her maternity leave in June 2018, and regardless of more than a year of emails and mee...Starting at €8.20