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De Beers Group: Marketing Diamonds to Millennials
Stefanie Beninger; Karen RobsonCase IVEY-9B17A057-EMarketingIn 2017, the next generation of consumers that were poised to become engaged to be married—millennials—showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world’s six other leading diamond companies, known collectively as the...Starting at €8.20
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Game of Thrones: Tourism in Dubrovnik, Croatia
Karen Robson; Kerstin HeilgenbergCase IVEY-9B19A013-EMarketing, StrategyIn 2018, Game of Thrones, a widely popular television series, had inspired a significant increase in tourism to one of its filming locations: Dubrovnik, Croatia. The economy in Croatia, in general, and Dubrovnik, in particular, relied significantly on tourism. However, the popularity of the television series had led to overwhelming tourist traffic in the area. During the peak tourist season, the city now suffered from serious overcrowding. In add...Starting at €8.20
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Game of Thrones: Tourism in Dubrovnik, Croatia - Teaching Note
Karen Robson; Kerstin HeilgenbergTeaching Note IVEY-8B19A013-EMarketingTeaching note for product 9B19A013.Starting at €0.00
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De Beers Group: Marketing Diamonds to Millennials - Teaching Note
Stefanie Beninger; Karen RobsonTeaching Note IVEY-8B17A057-EMarketingTeaching note for product 9B17A057.Starting at €0.00
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Transparency and Ethics at Everlane - Teaching Note
Karen Robson; Matthew WilsonTeaching Note IVEY-8B21A005-EMarketingTeaching note for product 9B21A005.Starting at €0.00
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Transparency and Ethics at Everlane
Karen Robson; Matthew WilsonCase IVEY-9B21A005-EMarketingInnovative US apparel retailer Everlane Inc. (Everlane) employed "radical transparency," disclosing detailed information about the costs it incurred and the factories that manufactured its clothes. The company also claimed to prioritize ethics and sustainStarting at €8.20
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Strategic Marketing Planning (Spanish version)
Quelch, John A.; Kindley, James T.Case HBS-913S08MarketingThe soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer segment. Hoping to reverse these trends, he asks four key managers to review a consultant's analysis of the soup industry and recommend a turnaround strategy. Each manager presents a diffe...Starting at €8.20
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Customer Loyalty Battles (Spanish version)
Deighton, John; Kindley, James T.Case HBS-915S04MarketingThe marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates blackout dates. Olympic expects the program to capture more of the valuable business traveler segment, which rents cars more frequently and generally pays higher premiums than the leis...Starting at €8.20
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M.M.Lafleur: Market Segmentation and Targeting
Karen Robson; Adam J. MillsCase IVEY-9B20A002-EMarketingM.M.LaFleur, a clothing company founded in New York in 2013, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group—working women who did not like shopping. Despite the challenging customer base, the company grew steadily since its inception. Customers could shop online through the company's website or attend showrooms, pop-up stores, or trunk shows, where sales associates provided attenti...Starting at €8.20
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M.M.Lafleur: Market Segmentation and Targeting - Teaching Note
Karen Robson; Adam J. MillsTeaching Note IVEY-8B20A002-EMarketingTeaching note for product 9B20A002.Starting at €0.00