Ivey Business School (Canada)
-
Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market
Jake Girard; Peter Voyer; Gerry KerrCase IVEY-9B20A003-EEntrepreneurship, MarketingTetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil...Starting at €8.20
-
Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market - Teaching Note
Peter Voyer; Gerry Kerr; Jake GirardTeaching Note IVEY-8B20A003-EMarketingTeaching note for product 9B20A003.Starting at €0.00