Ivey Business School (Canada)
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Fret and Regret: A Consumer Decision-Making Dilemma
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B12A018-EMarketingAs a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introdu...Starting at €8.20
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Dear Diary: My Heart is Racing to Buy a Car
Seung Hwan (Mark) Lee; Matthew ThomsonCase IVEY-9B12A019-EMarketingJaime has been looking for several weeks to buy his first car. After narrowing his choices down to two, he can’t decide which to purchase. Option A is to buy the Honda CRV, which meets many of Jaime’s functional criteria (e.g. all-wheel drive, large trunk space, plenty of seats). This Honda is quite appealing to Jaime because he could use the car for his work and road trips with his siblings, and could easily handle the Wyoming climate. Option B ...Starting at €8.20
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Nokia: From In-house to Joint R&D
Marcus Moller Larsen; Torben PedersenCase IVEY-9B11M114-EEntrepreneurship, Service and Operations Management, StrategyThis case describes the organizational and strategic challenges of outsourcing research and development (R&D) activities from Denmark to China. Nokia Denmark was founded in 1996 as a subsidiary of the Nokia Corporation and contained the largest Nokia R&D unit, concentrating on the development of mobile phones, outside Finland. In 2007, Nokia Denmark received instructions from corporate headquarters to drastically increase the number of mobile pho...Starting at €8.20
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Carlsberg in Emerging Markets
Michael W. Hansen; Torben Pedersen; Marcus Moller LarsenCase IVEY-9B11M009-EService and Operations Management, StrategyRisking becoming the target of a hostile takeover or being cornered as a small regional player in the global beer industry, the Danish brewery Carlsberg decided in the early 2000s to expand into rapidly growing emerging markets to pursue new arenas of growth. By 2008, this strategy had paid off, and Carlsberg was positioned among the five largest breweries in the world. In the Russian market — one of the fastest-growing markets in the world — Car...Starting at €8.20
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Too Chicken to Convert A Chick-Fil-A Dilemma
Matthew Thomson; Seung Hwan (Mark) Lee; Valerie HoCase IVEY-9B13A030-EMarketingThe president and chief operating officer of Chick-fil-A is a devout Christian who publicly operates his restaurants according to Biblical principles. A recent controversy has surrounded his public opposition to gay marriage. As a result, the company is being accused of discrimination and prejudice. Are the company’s deeply rooted Christian values hindering the business?Starting at €8.20
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Abercrombie & Fitch: Is It Unethical To Be Exclusive
Seung Hwan (Mark) Lee; June Cotte; Danae BlanchardCase IVEY-9B14A009-EMarketingThe CEO of clothing manufacturer and retailer Abercrombie and Fitch defends his decision that the company will not offer plus sizes for women, although extra large sizes are available for men, because average- to large-sized female consumers do not fit the company’s target market. This insistence on a standard of female beauty as young, svelte and tall has enraged consumers who have criticized the company, and the CEO in particular, in both the t...Starting at €8.20
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Vestas Wind Systems A/S - Exploiting Global R&D Synergies
Torben Pedersen; Marcus Moller LarsenCase IVEY-9B09M079-EEntrepreneurship, Service and Operations Management, StrategyWith a change in management in 2005 came a radical reorganization and the announcement of several new strategic initiatives. Among the initiatives was the establishment of the Vestas Technology research and development (R&D) business unit with an aim of achieving global leadership in all core technology areas and, consequently, strengthening the core competence for the company. By 2008, Vestas had succeeded in setting up a global R&D network with...Starting at €8.20
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Mile High Magic: Maximizing the Broncos Experience
Matthew Thomson; Seung Hwan (Mark) Lee; Bonnie ClevelandCase IVEY-9B12A064-EMarketingThis case considers the hedonic goals that motivate consumers to make choices among various options that offer them unique experiences. As a birthday gift to his girlfriend Danielle, Jack presented two game-day options to watch the Denver Broncos. Option 1 offered seats with excellent views close to the action while Option 2 offered a more diverse experience including tailgating, souvenirs and concessions, but with seats more removed from the act...Starting at €8.20
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Struggling to Make the Best Buy (A)
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B10A010-EMarketingAs her boyfriend's birthday was fast approaching, Ashley struggled to make a decision on what mp3 player to buy him (Kade) as a gift. After failing to acquire her first desired choice, Ashley narrowed her selection down to two different mp3 models. Option A was to buy the Creative Zen Stone Plus, which was recommended by her boyfriend's best friend; a friend who knew Kade's personality and character very well. Ashley believed Kade's friend would ...Starting at €8.20
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Ions Consulting: The MP^2 Training Program
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B07C029-ELeadership and People ManagementThe recently hired human resources (HR) director had to come up with a program that would meet the needs of transferring knowledge from older, more experienced project consultants to the junior and newly hired inexperienced associates. The HR director designed a program called the Mentoring Management Project for Professionals (MP^2). The program met with great resistance from all levels of the organization, which made the development and the imp...Starting at €8.20