Ivey Business School (Canada)
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ExtraCarbon: Working for a Cleaner Future
Rakesh Gupta; Lubna Nafees; Saumyajit GuhaCase IVEY-9B20M044-EEntrepreneurship, StrategyExtraCarbon was a company focused on the sorting stage of India’s unorganized waste management industry. The company was founded in 2013 with owners’ capital and some investments from friends and family. In October 2018, one of these friend investors expressed a desire to exit the venture. Although ExtraCarbon had made steady progress since its founding, the company did not have enough money to buy out the investor’s stake, and the company’s valu...Starting at €8.20
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Didi Chuxing: Branding Safety and Security in an Emerging Hi-Tech Industry
Francine Schlosser; Marcia Carvalho de Azevedo; Anna Bento CostaCase IVEY-9B20A050-EEntrepreneurship, Marketing, StrategyIn 2019, the president of China’s ride share company Didi Chuxing Technology Co. (Didi) faced various challenges associated with marketing and communications in a high-risk disruptive technology. As one of few female global corporate leaders, she was a roStarting at €8.20
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Pharmeasy: Expansion Dilemma Amidst Regulatory Uncertainties
Rakesh Gupta; Lubna NafeesCase IVEY-9B20M090-EEntrepreneurship, StrategyThe two co-founders of PharmEasy, an online medical store and pharmacy website launched in 2015, faced a new challenge in December 2018. Recent judgments by the Madras and Delhi High Courts had suspended the operations of India’s more than 250 online pharStarting at €8.20
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For the Love of Laundry: Comparing Organizational Forms to Scale a Social Enterprise
Kent Walker; Ian Stecher; Francine Schlosser; Megain O'Neil-RenaudCase IVEY-9B18M008-EEntrepreneurship, StrategyThe London, Ontario, social enterprise For the Love of Laundry was founded in 2014 with the intention of selling homemade, eco-friendly soaps and using the profits to fund free laundry events in the community. In 2017, the founder's goal was to increase the scale of the business and its social impact. She needed to decide how to structure the organization to increase its scale while maintaining control of its strategic direction. The founder comp...Starting at €8.20
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LetsShave: Selecting A Product-Centric Versus Promotion-Centric Strategy
Rakesh Gupta; Amit Shukla; Joel Joseph; Kuvam UppalCase IVEY-W26675-EEntrepreneurship, StrategyChanging socio-economic trends led to the emergence of the men’s grooming segment in India. With the rise of e-commerce, the progression of social media, and growing awareness among men towards their personal grooming, a number of start-ups emerged in a category once dominated only by established players like Gillette. One such start-up was LetsShave, which was founded by Sidharth Oberoi in 2015 and catered to men’s shaving and grooming needs by ...Starting at €8.20
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LetsShave: Selecting A Product-Centric Versus Promotion-Centric Strategy - Teaching Note
Rakesh Gupta; Amit Shukla; Joel Joseph; Kuvam UppalTeaching Note IVEY-W26676-EEntrepreneurship, StrategyTeaching note for product W26675.Starting at €0.00
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Udaan: Flying Too High - Teaching Note
Rakesh Gupta; Karthikeya Ramesh; Ansh TulsyanTeaching Note IVEY-W28398-EEntrepreneurship, StrategyTeaching note for product W28397.Starting at €0.00
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Global Metal Company: The Challenges of Scaling Up in the Unorganized Sector
Lubna Nafees; Rakesh GuptaCase IVEY-9B19M025-EEntrepreneurship, StrategyThe chief executive officer and founder of Global Metal Company (GMC), had been in the business of antique reproduction hardware for more than three years, having quit his successful corporate career to start GMC in his hometown of Aligarh in northern India. After seeing the initial response to the business, he was confident that within three years, GMC would realize the annual revenue of US$1 million he had envisioned. In 2018–2019, upon complet...Starting at €8.20
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Udaan: Flying Too High
Rakesh Gupta; Karthikeya Ramesh; Ansh TulsyanCase IVEY-W28397-EEntrepreneurship, StrategyUdaan was an Indian business-to-business (B2B) e-commerce start-up founded in 2016. Initially, it grew at a brisk pace, achieving unicorn status in record time. For the small retailers Udaan targeted, the pre-existing product distribution chain was long, inefficient, and highly fractured. With the arrival of e-commerce, deepening cell phone penetration, and the government’s increased interest in digitization, many start-ups emerged in the B2B e-c...Starting at €8.20
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Perfect Day and the Milk of Human Invention
Gerry Kerr; Priya Sharma; Francine SchlosserCase IVEY-W24898-EEntrepreneurship, StrategyPerfect Day was a rising cellular agriculture company specializing in lab-based milk. Its founders had created and patented a formula for an ingredient that could produce authentic-tasting non-dairy products. At the beginning of 2020, the US-based firm reStarting at €8.20