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CW: Launching a Television Network
Elberse, Anita; Young, S. MarkCase HBS-507050-EMarketingIn May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York one week later. Only four months earlier, CBS Corp. and Time Warner Inc. had announced they would close their UPN and The WB networks, and run the CW as a joint venture. This unusua...Starting at €8.20
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Dwayne 'The Rock' Johnson
Elberse, AnitaCase HBS-517059-EMarketingIn June 2016, Dwayne 'The Rock' Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status-a digital channel. The channel (named "Seven Bucks Digital Studios") will be a new part of film and television production company Seven Bucks Productions, which Johnson co-owns with his business partner and former wife, Dany Garcia. Under Garcia's guidance, Johnson has made a successful transition ...Starting at €8.20
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Rio de Janeiro Galeao International Airport Concession
Lee, Henry; Deep, Akash; De Neve, PinarCase HBS-KS1230-EEconomicsIn 2013, Rio de Janeiro's main international airport, Gale o, was set to be privatized through a 25-year term concession. The Brazilian government set a minimum bid value of $4.8 billion for the airport. Five consortia submitted bids, surpassing the minimum bid value by at least 36 percent. The winning consortium of Singapore's Changi Airport and the Brazilian construction company Odebrecht surprised everyone by offering to pay R$19 billion, alm...Starting at €8.20
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YouTube: Time to Charge Users
Elberse, Anita; Gupta, SunilCase HBS-510053-EMarketingIn January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's parent company, to charge users seeking to upload content, as some analysts had suggested - and if so, who should be charged how much and for what? Could YouTube charge users for downloading content, a model it was now beginning to test? Or would it be better for the online video giant to continue...Starting at €8.20
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Buchanan Renewables: Bringing Power to Liberia
Lee, Henry; Deep, Akash; Heimur, TamaraCase HBS-HKS888-EEconomicsThe case - Buchanan Renewables: Bringing Power to Liberia - focuses on a proposal to build two 17 megawatt facilities to provide power to Monrovia, the capital of Liberia. The country has just come out of a bitter civil war in which almost all of its power system was destroyed. The case can be taught as an energy case - comparing the alternative supply options or as an infrastructure case - looking at the question - should Liberia pursue a projec...Starting at €8.20
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Pricing Carbon: The Birth of British Columbia's Carbon Tax
Datla, Anjani; Lee, HenryCase HBS-KS1170-EEconomicsIn 2008, British Columbia became one of the few jurisdictions in the world to successfully implement a comprehensive carbon tax. The architect of the tax, Premier Gordon Campbell, championed the broad-based carbon tax that applied to nearly all fossil fuels and made it "revenue neutral." Every dollar raised from the tax would be returned to BC residents and businesses in the form of personal income and corporate tax cuts. Campbell was an unlikel...Starting at €8.20
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Pricing Carbon: The Birth of British Columbia's Carbon Tax (Sequel)
Lee, Henry; Datla, AnjaniCase HBS-KS1171-EEconomicsThis sequel accompanies case KS1170. In 2008, British Columbia became one of the few jurisdictions in the world to successfully implement a comprehensive carbon tax. The architect of the tax, Premier Gordon Campbell, championed the broad-based carbon tax that applied to nearly all fossil fuels and made it "revenue neutral." Every dollar raised from the tax would be returned to BC residents and businesses in the form of personal income and corpora...Starting at €8.20
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Grand Central Publishing
Elberse, AnitaCase HBS-508036-EMarketingTo maximize their effectiveness, color cases should be printed in color. In April 2007, Grand Central's publisher Jamie Raab and editor Karen Kosztolnyik were involved in a frantic bidding war for a proposed book on the life of cat Dewey, billed as the feline answer to the best-selling "Marley & Me: Life and Love with the World's Worst Dog." Literary agent Peter McGuigan, who represented the author and ghost writer, had just notified them that a ...Starting at €8.20
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Hamilton: An American Musical
Elberse, Anita; Schoppe, JenniferCase HBS-517015-EKnowledge and CommunicationIn July 2013, composer, writer, actor and rapper Lin-Manuel Miranda, director Tommy Kail, and producer Jeffrey Seller met to discuss how to launch Hamilton, a new musical based on the life of the first Treasury Secretary of the United States, Alexander Hamilton. With a hip-hop score and an ethnically diverse cast that looked nothing like their historical counterparts, Hamilton was an unlikely candidate for success on Broadway. The trio needed to ...Starting at €8.20
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Maria Sharapova: Marketing a Champion (A)
Elberse, Anita; Golod, MargaritaCase HBS-507065-EMarketingIn July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What would be the best approach to the management and marketing of a champion like Maria Sharapova? Which of the various endorsement offers would be worthwhile to pursue? And how could ...Starting at €8.20