Ivey Business School (Canada)
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Testin: Partnering with Multinational Corporations
Shameen Prashantham; Liman ZhaoCase IVEY-9B17M127-EEntrepreneurship, StrategyBy 2017, Beijing Testin Information Technology Co., Ltd. (Testin), had forged partnerships with multiple large multinational companies (e.g., Microsoft, IBM, ARM, Intel). Since it was founded in 2011, Testin had served over 800,000 application developers by conducting more than 150 million quality and security tests on over 2.5 million mobile applications. It had received several rounds of financing totaling over $80 million. Many Chinese Interne...Starting at €8.20
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Skelta and the Microsoft Partner Ecosystem
Shameen PrashanthamCase IVEY-9B12M122-EEntrepreneurship, StrategyAn Indian-based software product start-up has succeeded in forging a valuable relationship with Microsoft, which has been vital to its international success. When the Microsoft relationship manager assigned to the company leaves Microsoft unexpectedly, the company’s chief executive officer needs to make some critical decisions regarding how to manage its relationship with Microsoft.Starting at €8.20
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B9 Beverages: From Start-Up to Scale-Up
Sandeep Puri; Shalki Goel; Sanchita Krishna; Babak Hayati; Rakesh SinghCase IVEY-9B19A008-EEntrepreneurship, Marketing, StrategyIn May 2018, B9 Beverages Private Limited (B9 Beverages), the owner of craft beer Bira 91, reached a total of over US$100 million in funding after receiving $50 million from Sofina SA, a Belgian investment firm. This third round of funding would allow the company to meet the various objectives that the founder and chief executive officer had planned for the company’s new Bira 91. He wanted his India business to break even by 2019 and expand fivef...Starting at €8.20
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Brewing Peace Philippines: Customer Relationship Management
Jose Gerardo Santamaria; Sandeep Puri; Maria Luisa Chua Delayco; Rakesh SinghCase IVEY-9B20A056-EEntrepreneurship, Marketing, StrategyBrewing Peace was a company based in the Philippines that sold coffee beans. Despite having a base of 80 customers, 70 per cent of its business depended on 9 key accounts; this included its biggest buyer, Concepcion Coffee Enterprises Limited (CCEL), whicStarting at €8.20
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Maha Research Labs: Sales Force Effectiveness
Sandeep Puri; Rakesh Singh; Bindu Gupta; Shraddha PuriCase IVEY-W27721-EKnowledge and Communication, MarketingIn January 2022, Maha Research Labs Private Limited (MRL) needed to boost its sales force effectiveness (SFE). Due to the COVID-19 pandemic, MRL experienced losses in sales revenue and saw dwindling profits through 2020 and 2021. The pandemic had changed the sales ecosystem of the pharmaceutical industry, with many physicians and retailers now preferring online sales presentations. MRL’s managing director was concerned about the increased marketi...Starting at €8.20
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Laurs & Bridz: Sales Targets and Antiviral Drug Launch - Teaching Note
Sandeep Puri; Rakesh Singh; Jatin BatraTeaching Note IVEY-W25458-EMarketingTeaching note for product W25457.Starting at €0.00
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The Hidden Story Behind Dancing With Gorillas: Strategies for Partnering With a Multinational
Shameen PrashanthamArticle IVEY-9B11TD08-EStrategyFor small firms, partnering with a multinational corporation (MNC) provides great opportunities and great challenges. Conventional partnering approaches are unlikely to succeed, and firms must use less orthodox strategies. In particular, start-ups can employ three strategies for success: forming, consolidating, and extending MNC relationships. 1) Forming MNC relationships entails fathoming the larger company, targeting the right individuals, and ...Starting at €8.20
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B9 Beverages: From Start-Up to Scale-Up - Teaching Note
Sandeep Puri; Shalki Goel; Sanchita Krishna; Babak Hayati; Rakesh SinghTeaching Note IVEY-8B19A008-EMarketingTeaching note for product 9B19A008.Starting at €0.00
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Brewing Peace Philippines: Customer Relationship Management - Teaching Note
Jose Gerardo Santamaria; Sandeep Puri; Maria Luisa Chua Delayco; Rakesh SinghTeaching Note IVEY-8B20A056-EMarketingTeaching note for product 9B20A056.Starting at €0.00
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Unilever: Using Horlicks’s Brand Equity to Lead- Teaching Note
Sanchita Krishna; Sandeep Puri; Rakesh SinghTeaching Note IVEY-8B20A021-EMarketingTeaching note for product 9B20A021.Starting at €0.00