Ivey Business School (Canada)
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Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll
Yanhong Guo; Baolu Wang; Deming KongCase IVEY-W25204-EMarketing, StrategyDalian Xinyi Electronics Co., Ltd. (Dalian Xinyi), founded in 2014 and based in the province of Liaoning, China, had created a catch doll brand, Paw Toy, and operated more than 10 physical catch doll stores across the country. To deal with fierce competitStarting at €8.20
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Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll - Teaching Note
Yanhong Guo; Baolu Wang; Deming KongTeaching Note IVEY-W25205-EMarketing, StrategyTeaching note for product W25204.Starting at €0.00
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CSL: Rebranding “The Biggest Company No One’s Ever Heard Of" - Teaching Note
Bertrand Guillotin; Sheri Lambert; Phoebe DickinsonTeaching Note IVEY-W34630-EMarketing, StrategyThis is the Teaching note for product W34093.Starting at €0.00
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CSL: Rebranding “The Biggest Company No One’s Ever Heard Of"
Bertrand Guillotin; Sheri Lambert; Phoebe DickinsonCase IVEY-W34093-EDecision Analysis, MarketingIn October 2021, the head of digital communications and branding at the Australian biopharmaceutical conglomerate CSL Limited (CSL), was tasked with a strategic rebranding exercise. By August 2022, he and other stakeholders felt a sense of pride and satisfaction at how quickly the rebranding initiatives had been completed. CSL felt that it had achieved the desired brand associations and met its targeted brand net promoter score performance. Looki...Starting at €8.20