Ivey Business School (Canada)
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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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Paul Frank and Native American Stereotypes: A Case of Misappropriation
Stefanie Beninger; June N.P. FrancisCase IVEY-9B14A063-EMarketing, StrategyPaul Frank Industries (PFI), a privately held company based in the United States, finds itself in hot water after social media criticizes a Hollywood marketing event hosted by PFI in which Native American stereotypes were prominently featured. When photos of the event are released on Facebook, two bloggers bring attention to the event through their social media channels, and the reaction quickly spreads throughout the Native American community an...Starting at €8.20
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Walmart's African Expansion
Karen Robson; Stefanie Beninger; Sudheer GuptaCase IVEY-9B13M111-EStrategyWalmart has decided to expand into Africa through the acquisition of the South African consumer goods retailer Massmart. In doing so, the world’s largest retailer faces significant backlash from South Africa’s largest union. The company must also contend with price-sensitive consumers and a lack of supplier relationships on the African continent. Will Walmart appeal to South African consumers and achieve the volume of sales needed to make its fir...Starting at €8.20
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Jiemo Net: How to Position a Profit Model
Miao Cui; Yupan Guo; Yan Zhao; Sitara Aziz; Tuo Li; Xin LiCase IVEY-9B17M021-EEntrepreneurship, StrategyJiemo.net (Jiemo), an Internet-based study-abroad consultant agency headquartered in Dalian, China, began in 2010 by providing application support to customers who wished to apply to study abroad. In 2014, the company discovered that profit existed in providing services to students once they had been accepted to study abroad. Jiemo changed its traditional pricing model, used social media marketing, and collaborated with other agencies to establis...Starting at €8.20
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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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Supply Chain Collaboration at JD.com - Teaching Note
Yinan Qi; Paul W. Beamish; Xin Li; Ke GongTeaching Note IVEY-8B21D009-ETeaching note for product 9B21D009.Starting at €0.00
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Supply Chain Collaboration at JD.com
Yinan Qi; Paul W. Beamish; Xin Li; Ke GongCase IVEY-9B21D009-EService and Operations Management, StrategyAt the November 2019 Open Day conference, the vice-president of JD.com shared his understanding of the role that supplier collaboration played in an uncertain environment. Through 15 years of fast growth, JD.com had become the largest business-to-consumer platform in China with more than 30,000 suppliers. Using a boundless retail strategy, JD.com had to build a seamless channel from supplier to customer, which required a close look at how to coll...Starting at €8.20
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Hisense: Breaking Recurring Channel Conflict
Miao Cui; Xin Li; Heng Wu; Wanling LiCase IVEY-W26698-EMarketing, StrategyHisense Group Co. Ltd. (Hisense) was a leading manufacturing enterprise in the Chinese household appliance industry. In 2010, Hisense began to lay out its online channels. At that time, the same products had different prices in different channels, which caused fierce channel conflicts. To solve this problem, Hisense segmented online and off-line products and took a series of actions to help off-line channels improve efficiency and reduce prices. ...Starting at €8.20
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Heiltsuk Economic Development Corporation: Balancing Politics, Business, and Culture
Julian Harrison; Stefanie BeningerCase IVEY-9B16M177-EStrategyIn March 2013, the chief executive development officer of the Heiltsuk Economic Development Corporation (HEDC) was preparing a report on the findings and recommendations of the organization’s seven-year history. The HEDC, the economic development arm of the Heiltsuk Nation, was not meeting its goals. The HEDC structure was based on the theory that economic development success in Aboriginal communities required a separation of business from politi...Starting at €8.20
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Does Mattel's Iconic Barbie Doll Need a Makeover
Karen Robson; Stefanie BeningerCase IVEY-9B16A005-EMarketingIn 2015, almost 60 years after being introduced to the market, the Barbie doll was one of the world’s most iconic toys. However, both the industry landscape and consumer preferences were changing, and Barbie was yet again in the spotlight as consumers criticized the toy for providing a narrow and unrealistic vision of how women should look, how they should dress, and the careers they should pursue. Sales and public perception of the doll were bot...Starting at €8.20