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Ivey Business School (Canada)
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TEC Edmonton and TusStar Joint Innovation: An Entrepreneurial Match
Haibo Hu; Chunbing Mao; Phillp Swallow; William Wei; Bruce Thomson; Meiju FeiCase IVEY-9B20M082-EEntrepreneurship, StrategyIn 2017, the successful Canadian innovation center TEC Edmonton initiated a joint venture with TusStar, an important Chinese accelerator, and found itself in the middle of a debate about the challenges and opportunities of Chinese investment in Canada’s technology sector. Both organizations were unique collaborations among industry, academia, and government. This joint initiative had added significance because of the implications for these stakeh...Starting at €8.20
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Mahindra Rise: A Brand Architecture Decision
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B14A077-EMarketing, StrategyIn 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside?out arrangement that resulted in a diffused image...Starting at €8.20
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Seijing Motor Corporation: Reposition or Extend the Pickup Brand
Ashita Aggarwal; Shriram Iyer; Projesh KarCase IVEY-9B18A012-EMarketingIn early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed ...Starting at €8.20
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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCase IVEY-9B13A051-EEntrepreneurship, Marketing, StrategyThe co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-fou...Starting at €8.20
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Balaji Wafers Taking the Pepsi Challenge - Teaching Note
Rajiv Agarwal; Ashita AggarwalTeaching Note IVEY-8B18M145-EStrategyTeaching note for product 9B18M145.Starting at €0.00
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Seijing Motor Corporation: Reposition or Extend the Pickup Brand - Teaching Note
Ashita Aggarwal; Shriram Iyer; Projesh KarTeaching Note IVEY-8B18A012-EMarketingTeaching note for product 9B18A012.Starting at €0.00
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Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry
Ashita Aggarwal; Rajiv AgarwalCase IVEY-W34557-EMarketing, StrategyAkshali Shah, the promoter of Parag Milk Foods, was excited about the success of her brand, 'Pride of Cows,' which, despite being super-premium, was growing fast in the Indian market. The other two brands- 'Gowardhan' and 'Go' brands were performing well. However, her mind was continuously distracted with the thought of scaling up and 'What next for Parag Milk Foods (PMF)'? The Indian dairy market had been primarily about liquid milk and was high...Starting at €8.20
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Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry - Teaching Note
Ashita Aggarwal; Rajiv AgarwalTeaching Note IVEY-W34558-EMarketing, StrategyTeaching note for product W34557.Starting at €0.00
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Jucai Human Resource Development: Empowering through Data
Haibo Hu; Yiqin Wang; Chen Liu; Meiju Fei; Fan Yu; William Wei; Victor BilodeauCase IVEY-W25807-EInformation Technologies, StrategyThe founder of Jucai Human Resources Development Co., Ltd. had witnessed the development of China’s human resources service industry over the previous 20 years. In the company’s early stages, it had mainly relied on the advantage of information asymmetry of the Internet to carry out online recruitment services. But from 2015, the founder became interested in and confident about the prospects of providing a talent assessment service for public ins...Starting at €8.20
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Jucai Human Resource Development: Empowering through Data - Teaching Note
Haibo Hu; Yiqin Wang; Chen Liu; Meiju Fei; Fan Yu; William Wei; Victor BilodeauTeaching Note IVEY-W25808-EInformation Technologies, StrategyTeaching note for product W25807.Starting at €0.00