Ivey Business School (Canada)
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ParticipACTION: A Social Marketing Challenge to Halt Canada’s Obesity
Dante Pirouz; Monica C. LaBarge; Karam PutrosCase IVEY-9B15A011-EMarketingOn July 12, 1971, Sport Participation Canada, a not-for-profit company, was established by the Canadian government to encourage Canadians to increase their physical activity levels to fight the “obesity epidemic” that was causing health care costs to soar. One year later, the company was nationalized and renamed ParticipACTION. To spread its message, it relied on humourous ads, especially on TV, to encourage adults and children to exercise more. ...Starting at €8.20
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Mīhī Cannabis: Planting the Seeds for a New Retail Cannabis Business in Canada - Teaching Note
Peter KerrTeaching Note IVEY-W25666-EMarketing, StrategyTeaching note for product W25665.Starting at €0.00
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Tesla Motors: Burning Up the Road to Market Domination or Doom
Dante Pirouz; Karam PutrosCase IVEY-9B13A050-EEntrepreneurship, Marketing, StrategyTen years after its founding, California-based Tesla Motors is close to becoming one of the world’s premier luxury car manufacturers. Its innovative design — using carbon fibre and aluminum rather than steel to construct body and parts — and technology — lithium ion battery packs rather than gasoline for power and a simple powertrain to provide maximum acceleration — make its models treasured options for eco-friendly and tech-savvy consumers as w...Starting at €8.20
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Beyond Meat: Changing Consumers' Meat Preference - Teaching Note
Dante Pirouz; Karam Putros; Vibusaran VimalathasanTeaching Note IVEY-8B15A008-EMarketingTeaching note for product 9B15A008.Starting at €0.00
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Beyond Meat: Changing Consumers' Meat Preference
Dante Pirouz; Karam Putros; Vibusaran VimalathasanCase IVEY-9B15A008-EEntrepreneurship, MarketingBeyond Meat, a producer of plant-based meat substitutes, was founded in 2009 in Los Angeles, California. The company’s vision is for consumers to enjoy a meat-like taste and texture in their favourite dishes while avoiding the many chemicals used in processed meat and reducing the number of animals killed every year. Wanting to reduce global meat consumption by 25 per cent by 2020, the company works to educate consumers about the superior benefit...Starting at €8.20
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Mīhī Cannabis: Planting the Seeds for a New Retail Cannabis Business in Canada
Peter KerrCase IVEY-W25665-EMarketing, StrategyIn June 2018, the government of Canada passed the Cannabis Act, paving the way for the legalization of recreational cannabis cultivation, acquisition, possession, and consumption on October 17 of that same year. This move set off a flurry of activity as existing companies, investment firms, and entrepreneurs sought to establish an initial position within the burgeoning industry. Mīhī Cannabis and its chief executive officer needed to navigate the...Starting at €8.20