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Ivey Business School (Canada)
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Zero, Brammo and the Electric Motorcycle Industry
Stewart Thornhill; Sophie Fei ZhuCase IVEY-9B11M092-EEntrepreneurship, StrategyElectric motorcycles’ features of zero emissions, light weight, high efficiency, low energy costs, and almost no pollution contribute to the increasing popularity of and substantial growth potential for the worldwide electric motorcycle industry. However, Zero was facing competition from Brammo, which, though positioning its products differently from Zero, adopted a similar international growth strategy. How could the chief executive officer of Z...Starting at €8.20
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SawStop (A)
Stewart Thornhill; Sylvia SquairCase IVEY-9B12M064-EEntrepreneurship, StrategyA patent lawyer and amateur woodworker with a doctorate in physics has invented a new technology to prevent table saw injuries - specifically, amputations. He has no desire to manufacture table saws, and instead protects his technology with patents and then seeks licensing arrangements with incumbent saw producers. In 2002, after two years of attempting to engage manufacturers, he accepts that they are unwilling to license his invention and he mu...Starting at €8.20
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Future Group — Branding Private Labels
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B11A004-EMarketing, StrategyIndia’s largest domestic retail group, the Future Group, is pursuing a novel private-label strategy. In a country dominated by small-scale retailers, it is using its scale to launch private-label brands in several product categories. It is planning to delink these new offerings from the store brand and make them available through other retailers. Future Group hopes to derive most of its growth over the next few years from this initiative.The case...Starting at €8.20
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Rebranding DSM: Creating Sustainable Shared Value
Steve Muylle; Niraj DawarCase IVEY-9B15A039-EMarketing, StrategyDSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator....Starting at €8.20
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Aligning Culture and Strategy at A. P. Nichols
Jeffrey Gandz; Stewart Thornhill; Ken MarkCase IVEY-9B11C039-ELeadership and People Management, StrategyA.P. Nichols, a distributor of parts in the maintenance, overhaul, and repair industry, is facing the need to realign its strategy to cope with a competitive environment. A key component of this realignment involves changes to the culture and compensation of its sales force while simultaneously building sufficient sales capacity to take advantage of opportunities in key markets. The case focuses on the newly hired vice president (VP) of sales, wh...Starting at €8.20
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General Electric: From Jack Welch to Jeffrey Immelt
Stewart Thornhill; Ken MarkCase IVEY-9B08M009-EStrategyThis case describes the leadership initiatives of two of General Electric’s (GE) chief executive officers: Jack Welch and Jeffrey Immelt. Under Jack Welch’s leadership, GE, one of the most admired firms in the world, began its transformation from a manufacturing conglomerate to one that focused on services. Welch’s stature as a management leader grew as GE’s stock price increased. Many of Welch’s management practices were adopted by U.S. and glob...Starting at €8.20
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Triumph
Stewart Thornhill; Cooper LangfordCase IVEY-9B11M052-EStrategyThe case is set immediately following a catastrophic fire that destroyed the Triumph Motorcycle Company’s manufacturing facility in England. After having gone out of business in the 1980s, the company was resurrected by British entrepreneur John Bloor and, at the time of the fire, was in its tenth year of renewed operations. The decision facing Bloor and his team after the fire was to either rebuild and resume their strategy as before or consider...Starting at €8.20
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Vincor: Project Twist
Niraj Dawar; Kelly Kretz; Eric SingerCase IVEY-9B08A002-EMarketingThe alcohol cooler (refreshment) market in Canada was already crowded, but the marketing manager at Vincor believed there was still room for a new entrant, provided it was sufficiently differentiated. The case provides market research information on which the decision-maker relies to develop a product positioning. Trade-offs need to be made between various positioning options and costs. The case deals with marketing issues from the perspective of...Starting at €8.20
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First Energy
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B12A001-EEntrepreneurship, Marketing, StrategyIn September 2011, the CEO of First Energy Private Ltd, a start-up enterprise in the alternative energy industry in India, is at a critical juncture. The company has commercialized the technology of biomass cook stoves and has been providing, since 2007, clean and affordable cooking solutions to customers in rural India. A marginal rise in the price of biomass fuel in early 2011 has, however, led to a steep fall in demand, making the continuance ...Starting at €8.20
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OPK Capital Corporation - An Introduction to Search Funds
Stewart Thornhill; Tevya RosenbergCase IVEY-9B09M006-EEntrepreneurship, StrategyThis case provides an introduction to the concept of a search fund. A search fund is an investment vehicle through which a group of investors provide financial support to an entrepreneur or a small team of entrepreneurs for the purpose of finding and acquiring a privately held company in which the entrepreneurs would ultimately perform senior management roles. This case deals with the process of setting up the fund, defining its terms and examini...Starting at €8.20