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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23andMe: Which Business Model(s)?
Paul W. Beamish, Vineet Gupta, Brigitte McIntyreCase IVEY-W33345-EStrategyIn June 2021, 23andMe completed their IPO with the VG Acquisition Corp, a special-purpose acquisition company. Due to the COVID-19 pandemic, there was more interest in genomics, as its value at scale had been demonstrated through many of the public health vaccine sequencing initiatives. Given these favorable market conditions and access to capital, was this the right time for 23andMe to shift their business model away from a consumer genetic test...Starting at €8.20