The case describes Google’s growth: from its beginnings at Stanford to the milestones reached (becoming profitable, going public) and finally to the success of attracting competition and stimulating government regulation, these, along with technological change, are the challenges. current for the CEO. Larry Page must face it now. With Android, Google has successfully moved from …
After significant growth in 2013 when Hostess Baking, a large competitor, filed for bankruptcy, Paul Scarborough, CEO of Carolina Foods, Inc., wanted a strategy to drive that growth for his family’s 80-year-old commercial bakery and the Maintain Duchess brand. Several other commercial bakeries bought hostess brands and Twinkie, an iconic American snack cake, returned to …
James Amphlett, a financial analyst at Xenon Capital LLC, was asked to evaluate PolyMedica Corporation, whose stock Xenon is considering adding to its portfolio of growth services. PolyMedica was a fast-growing provider of Medicare-covered diabetes testing kits for seniors. PolyMedica promoted its products through direct response advertising in late-night television commercials, often starring veteran actor …
This note aims to introduce readers to the concept of display advertising. We first define this advertising medium and then propose a conceptual framework useful in the design and implementation of a campaign. We conclude by looking at current trends in this advertising format.
In early January 2019, Gillette, one of the world’s leading razor brands, sparked controversy with a specific ad in the “We Believe” video. This short film is about toxic masculinity and encourages men to be #TheBestMenCanBe. While Gillette has historically focused on portraying men as athletes or professionally minded individuals, since the late 2010s, the …
Corporate communications executives at a large financial services company are reviewing the company’s sports sponsorship program and considering expanding it. Hancock is already a corporate sponsor of the Boston Marathon and has the option to sponsor the Sun Bowl (soccer game). Key questions include the role and evaluation of sports sponsorship as part of Hancock’s …
Reebok International Ltd. is preparing to launch its first global advertising campaign for “Planet Reebok” in three European countriesFrance, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries.
In 2013, Mohamed Hage, founder of the Lufa Farms umbrella farm, thought that his company had reached a level of maturity where scaling the business model was the next logical step. Having already owned two greenhouses in Canada, he looked to other locations in the US Although Lufa Farms highlighted the company’s advanced growth technologies …
The Charlotte Cougars are in the midst of discussions about Burger Bell’s sponsorship of the Cougars Cub Club. Negotiations are almost complete, but eight questions remain before the contract can be signed. This case, along with its accompanying case “Cougars Cub Club: Burger Bell” (UV0701), offers the opportunity for an individual trading experience in which …
Take a look at a well-known traditional department store that is faced with the very difficult question of whether to change its pricing policy from a high-low price approach to a daily one. It requires the student to formulate an execution plan to change prices if necessary.