Ivey Business School (Canada)
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Didi Chuxing: Branding Safety and Security in an Emerging Hi-Tech Industry
Francine Schlosser; Marcia Carvalho de Azevedo; Anna Bento CostaCase IVEY-9B20A050-EEntrepreneurship, Marketing, StrategyIn 2019, the president of China’s ride share company Didi Chuxing Technology Co. (Didi) faced various challenges associated with marketing and communications in a high-risk disruptive technology. As one of few female global corporate leaders, she was a roStarting at €8.20
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Hailey’s Handbags: Customer Complaints or Cyberbullying
John Varlaro, Nicole AmosCase IVEY-W25090-ELeadership and People ManagementThe owner of Hailey’s Handbags, a New England-based online business selling handmade products, had successfully grown her company using a limited-release sales model. However, by early 2019, complaints posted to her business’s social media accounts had beStarting at €8.20