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Ivey Business School (Canada)
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A Marketing Plan for Turbulent Times
Tim CalkinsArticle IVEY-9B09TB02-EMarketingNot all that long ago, the acronym KISS was so popular that many executives displayed it on their desks, either embedded in Lucite or sculpted in bronze. Keep It Simple Stupid was the preferred strategy of the time. That strategy - and the acronym -- is enjoying a limited revival in these difficult times, especially in the research-obsessed, insight-seeking marketing domain. These days, the tome-like marketing plan is out and the pithy pocket ver...Starting at €8.20
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Profiting from the Rise of the Machines
Owen ShapiroArticle IVEY-9B15TB01-EMarketingHollywood has made much out of what the tech savvy call The Singularity, the moment a machine is capable of thinking better than its creators. Sophisticated forms of artificial intelligence, along with Big Data and the Internet of Things, have already created a communications network that operates much like a brain. For businesses, the “rise of the machines” will create opportunities to help consumers adjust to change. The social dislocation caus...Starting at €8.20
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Why Mining Product Reviews Should Be on Retailers' Radar
Thomas WatsonArticle IVEY-9B15TC03-EMarketingMany early adopters of data mining wasted millions of dollars due to the significant amounts of dirty data contained in IT systems and the length of time required to build data warehouses. But the potential payoff of data mining has soared along with the growth of digital data. Today, thanks to the massive amounts of user-generated content online, firms do not need to build a data warehouse to benefit from data mining. Mining social media sites f...Starting at €8.20
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Protect Your Brand: Join the Retail Fight Club
Haydn SimpsonArticle IVEY-9B15TD03-EMarketingProduct counterfeiters hurt more than just corporate bottom lines. They put millions of jobs at risk, not to mention threaten the health and well-being of consumers. And the problem is getting worse. By the end of 2015, the International Chamber of Commerce estimates that the value of counterfeit products will reach US$1.7 trillion, about two per cent of global economic output. In the past, retailers mainly had to deal with the problem of brand t...Starting at €8.20
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The Business of Culture
Juan Luis SuárezArticle IVEY-9B15TD05-EMarketingCulture has long been considered marginal to the functional areas of business, but in the digital age culture is the new corporate interface. This article addresses common misconceptions about culture and suggests that we view it as information, while assuming that information makes and destroys communities. Firms must devise cultural strategies that allow them to deal with the communities that make up their ecosystem and take advantage of the di...Starting at €8.20
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Rebranding in the Don’t-Blink Age
Sarah ClarkArticle IVEY-9B15TE02-EMarketingFor many firms it is time for an image checkup, especially if their budget, direction and markets have changed along with consumer attention trends. Everyone knows how important it is to make a good impression. But understanding how little time there is to do so is equally crucial, especially if firms want to ensure that their marketing materials are sufficient. Research suggests that firms have just a matter of seconds to attract the average per...Starting at €8.20
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Zydus Wellness: Nutralite’s Marketing Twist
Falguni Vasavada-Oza; Smita Pranav Kothari; Sudiksha PatilCase IVEY-9B19A009-EMarketingZydus Wellness Ltd. (Zydus), based in Ahmedabad, India, operated in the consumer goods sector, offering health and hygiene products and brands such as Sugar Free, Everyuth, Actilife, and Nutralite. Zydus promoted its Nutralite margarine brand mainly through television advertising. Its other communication strategies included digital marketing efforts and on-ground activities. Entering a market that was primarily dominated by Amul butter, Nutralite...Starting at €8.20
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Zydus Wellness: Nutralite’s Marketing Twist - Teaching Note
Falguni Vasavada-Oza; Smita Pranav Kothari; Sudiksha PatilTeaching Note IVEY-8B19A009-EMarketingTeaching note for product 9B19A009.Starting at €0.00
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Indraprastha Gas Limited: Overcoming the Odd-Even Challenge
Amandeep Singh Narang; Vivek Pani Gumparthi; Somnath ChakrabartiCase IVEY-9B19A020-EMarketing, StrategyIn late 2015, the government of Delhi, India, took a radical step to curb traffic congestion and pollution, by restricting the use of private automobile vehicles in Delhi’s National Capital Region. Drivers of vehicles whose licence plate numbers ended in odd numbers would be able to drive only on odd-numbered days, and drivers of vehicles whose licence plate numbers ended in even numbers would be able to drive only on even-numbered days. All rest...Starting at €8.20
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iQmetrix and Straker Translations: Evaluating First Contact
Ann C. Frost; Chris Street; Maurice ThibodeauCase IVEY-9B18A069-EEntrepreneurship, MarketingUsing raw, uncut footage, this video case asks students to evaluate the effectiveness of the first contact that took place in November 2016 between representatives from two technology companies—iQmetrix and Straker Translations. The two firms are contemplating a business partnership in which Straker will provide iQmetrix with translation services. First contact calls generally precede every business partnership and are normally completed only aft...Starting at €8.20