This case describes the circumstances that led the Denver, Colorado City Council to consider outdoor advertising restrictions for the medical marijuana industry in 2012. It was written from the perspective of Michael Elliott, CEO of the Medical Marijuana Industry Group (MMIG), a trade association representing more than fifty Colorado businesses. The MMIG was founded in …
In 1979, Philip Morris acquired SevenUp Co., the third-largest concentrate manufacturer in the United States. After four years of losses, SevenUp had posted an operating profit in 1984. Industry analysts discussed the role SevenUp would play in Philip Morris’s future.
This case puts students in the shoes of Mexican businessman Rodolfo Corcuera of the technology startup Aliada, an online platform that connects domestic workers with clients in Mexico City. With the support of one of Mexico City’s newest venture capital firms, Corcuera’s business needs to grow now and is wondering how to better position its …
Discuss the value of Snap and analyst recommendations after the events described in Case B.
In October 2006, Comcast executives entered into negotiations with broadcasters to expand the range of free network content delivered through their video-on-demand (VOD) service. However, the major broadcasters were unsure of the effect this would have on the typical “linear” audience for shows that air at the scheduled time each night, and feared that if …
Ciaran Meghen and Ronan Loftus, co-founders of IdentiGEN (an Irish company that had developed a unique service called DNA TraceBack to help customers identify and track meat products) discussed the future of the company. The recent horsemeat-contaminated beef crisis in Europe had led to strong demand for IdentiGEN’s services. Additionally, DNA TraceBack provided customers with …
Time Life has historically been a continuity book publisher selling 20-volume book series by direct mail. Now, however, the music and video / TV departments have been added and the CEO is trying to develop a strategy that aligns the departments so that they can produce multimedia products. In addition, the CEO is about to …
California-based Twitter Inc. (Twitter) was a social media platform that had stalled in growth in recent years. Once a promising tool for those looking to send short messages to a network, Twitter has been overshadowed by other platforms such as Facebook, Snapchat, and LinkedIn. Unlike other social media platforms, Twitter restricted its users’ messages to …
Zydus Wellness Ltd. (Zydus), based in Ahmedabad, India, operates in the consumer goods sector and offers health and hygiene products and brands such as Sugar Free, Everyuth, Actilife and Nutralite. Zydus promoted its Nutralite margarine brand primarily through television commercials. Other communication strategies included digital marketing efforts and on-site activities. Nutralite entered a market dominated …