Ivey Business School (Canada)
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Mountain Dew: The Most Racist Soft-drink Commercial in History
Jana Seijts; Paul BigusCase IVEY-9B13A021-EMarketingPepsiCo faces criticism after releasing a series of online advertisements for Mountain Dew that featured an angry Mountain Dew–drinking goat, a battered white woman on crutches and the goat in a police lineup of all black men. Critics are offended by the advertisement’s portrayal of violence toward women and racial stereotypes. As the public outcry spreads, Mountain Dew’s senior brand manager needs to devise a course of action or risk damage to o...Starting at €8.20
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Toyota: Accelerator Pedal Recall (B)
Jana Seijts; Paul BigusCase IVEY-9B11M078-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Toyota: Accelerator Pedal Recall (A).Starting at €5.74
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Research in Motion: Blackberry Blackout (B)
Jana Seijts; Paul BigusCase IVEY-9B12M045-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Research in Motion: Blackberry Blackout (A).Starting at €5.74
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Netflix: The Public Relations Box Office Flop
Jana Seijts; Paul BigusCase IVEY-9B12M049-ELeadership and People Management, Marketing, StrategyOn the morning of September 19, 2011, the chief executive officer (CEO) of the online movie provider Netflix Incorporated became witness to growing public discontent and media criticism directed at the company. The previous evening, the CEO had announced on the company blog that Netflix would be splitting into two separate entities. With the proposed change, the Netflix DVD-by-mail service would be spun out and renamed Qwikster. The move would le...Starting at €8.20
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Research in Motion: Blackberry Blackout (A)
Jana Seijts; Paul BigusCase IVEY-9B12M044-ELeadership and People Management, Marketing, StrategyMike Lazaridis, co-CEO of Research in Motion (RIM), faced a situation of truly disastrous proportions. Earlier that week, service outages had started occurring on RIM’s popular BlackBerry smartphone devices, affecting over 30 million BlackBerry users globally. For a total of three days, RIM engineers worked around the clock to fix the widespread technical problems. However, with the company providing only brief comments to the public, many consum...Starting at €8.20
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Pupadise, Inc.: Unleashing a Business - Teaching Note
Eric DolanskyTeaching Note IVEY-8B20A043-EMarketingTeaching note for product 9B20A043.Starting at €0.00
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Pupadise, Inc.: Unleashing a Business
Eric DolanskyCase IVEY-9B20A043-EEntrepreneurship, MarketingIn late 2018, the founder and owner of Pupadise, Inc., a pet care business in Canada, was nearing her graduation from university and needed to decide what to do with the business she had built in her undergraduate years. Pupadise cared for clients’ pets wStarting at €8.20
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Receiver Coffee: Brewing Up Wholesale Customers
Eric DolanskyCase IVEY-9B20A010-EEntrepreneurship, MarketingReceiver Coffee (Receiver), a Prince Edward Island-based coffee roaster and café, had found success since opening in 2012. Co-owner Colleen MacKay and her partners were trying to grow the wholesale side of the business, selling high-end coffee to cafés, restaurants, and other businesses outside of their usual trading area, with a focus on Ontario and Quebec customers. Sales growth of wholesale coffee had been limited, despite the overall success ...Starting at €8.20
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Union Pearson Express: A Train Wreck in Slow Motion
Eric DolanskyCase IVEY-9B17A007-EMarketingIn February 2016, the president of the Union Pearson Express was being pressured to lower the fare price. The rail link between Union Station in downtown Toronto and the Toronto Pearson International Airport had only been running for eight months, but ridership was well below targets. On average, the train ran at only 10 per cent of capacity, and current revenue only covered 35 per cent of operating costs. The president and her team had set the o...Starting at €8.20
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Toyota: Accelerator Pedal Recall (A)
Jana Seijts; Paul BigusCase IVEY-9B11M077-ELeadership and People Management, Marketing, StrategyIn January 2010, global automotive manufacturer Toyota faced the task of notifying customers of a recall that involved a faulty accelerator pedal on 1.7 million vehicles. Toyota had already come under intense public scrutiny the previous year over a floor mat recall that affected 4.2 million vehicles. In an attempt to reach the masses for the current recall, Toyota created a letter to customers that was featured in major newspapers and on its web...Starting at €8.20