Ivey Business School (Canada)
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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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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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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
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Nestlé's Maggi: Pricing and Repositioning a Recalled Product
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B16A025-EMarketing, StrategyIn June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé’s brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess levels of lead and added monosodium glutamate. To retain the trust of consumers, Nestlé recalled Maggi from all store shelves in the country. Management was then grappling with an improved re-positioning strategy to help Nestlé retain its considerable...Starting at €8.20
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Coca-Cola Zero Sugar: The Value Cycle during a Relaunch
Gaganpreet Singh; Sandeep Puri; Sharad SarinCase IVEY-9B17A009-EMarketing, StrategyA 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, ...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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Apple Watch: Managing Innovation Resistance - Teaching Note
Tania Bucic; Gaganpreet SinghTeaching Note IVEY-8B18A005-EMarketingTeaching note for product 9B18A005.Starting at €0.00