Ivey Business School (Canada)
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Aspire Food Group: Marketing a Cricket Protein Brand - Teaching Note
Miranda R. Goode; Emily MoscatoTeaching Note IVEY-8B20A071-EMarketingTeaching note for product 9B20A071.Starting at €0.00
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Mobiuspace: Venturing into Emerging Markets
Dai Yao; Xingyu Chen; Li Ji; Ling Jiang; Shijie LuCase IVEY-9B20A040-EEntrepreneurship, Marketing, StrategyIn mid 2019, Mobiuspace, a Chinese Internet company, faced a new challenge. As a result of declining revenues from domestic mobile Internet markets, overseas markets offered new opportunities. In 2009, Snaptube, a short video aggregation and distribution platform that Mobiuspace offered as its main product, seized the opportunity to grow in emerging markets by creating localized and personalized video content. Despite the company’s initial succes...Starting at €8.20
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Mobiuspace: Venturing into Emerging Markets - Teaching Note
Dai Yao; Xingyu Chen; Li Ji; Ling Jiang; Shijie LuTeaching Note IVEY-8B20A040-EMarketingTeaching note for product 9B20A040.Starting at €0.00
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Youliaodao in the Era of Knowledge Economy: Go Big or Go Home
Dai Yao; Xingyu Chen; Ling Jiang; Li JiCase IVEY-9B20A031-EMarketingIn 2016, China witnessed a significant rise in the knowledge economy. Many users, who had been used to consuming information on the Internet for free, had become increasingly willing to pay for user-generated-content (UGC). Recognizing this emerging opportunity, Qiushibaike (QB), a well-established UGC platform with a focus on entertaining content, rolled out a new pay-for-knowledge product, namely Youliaodao (YLD), which focused on informational...Starting at €8.20
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Youliaodao in the Era of Knowledge Economy: Go Big or Go Home - Teaching Note
Dai Yao; Xingyu Chen; Ling Jiang; Li JiTeaching Note IVEY-8B20A031-EMarketingTeaching note for product 9B20A031.Starting at €0.00
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Aspire Food Group: Marketing a Cricket Protein Brand
Miranda R. Goode; Emily MoscatoCase IVEY-9B20A071-EMarketingWhile the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. In 2018, having recently acquired Exo, a maker of cricket-based protein bars, Aspire's co-founders faced an important decision regarding the Aketta brand. While Aspire had experienced some success in marketing cricket powder, whole roasted crickets...Starting at €8.20