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Canadian Cancer Society: Fundraising Controversy
Jana Seijts; Paul BigusCase IVEY-9B11M098-EStrategyOn July 6, 2011, the communication director for the Canadian Cancer Society (CCS) in Toronto, Ontario, was faced with a challenging situation. The Canadian Broadcasting Corporation (CBC) had just released an online article that focused on the 2011 CCS budget and how the CCS allocated millions of dollars each year. The article provided details on how the proportion of donation money that the CCS spent on cancer research each year had decreased fro...Starting at €8.20
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o.b.: The Case of the Missing Tampons
Mary Weil; Jana Seijts; Paul BigusCase IVEY-9B12M096-EStrategyThe chief executive officer (CEO) of a large consumer health conglomerate faces a controversial situation. Loyal consumers of a feminine hygiene product are outraged when they learn that a highly coveted product has been permanently discontinued. Unable to find their favourite brand in stock, consumers create a website and post online petitions to boycott, or rather “girlcott,” all products made by the company. The company has already suffered se...Starting at €8.20
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The Globe and Mail: Cut-and-Paste Plagiarism Scandal
Jana Seijts; Paul BigusCase IVEY-9B13M047-EStrategyThe public editor of The Globe and Mail, Canada’s leading national newspaper, faces a significant ethical situation. An advocate of media standards has released a blog post outlining allegations of plagiarism against a prominent newspaper columnist. Following the release of the blog post, numerous members of the public and the journalism community began commenting on the situation. The public editor is responsible for upholding journalistic ethic...Starting at €8.20
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Toyota: Accelerator Pedal Recall (A)
Jana Seijts; Paul BigusCase IVEY-9B11M077-ELeadership and People Management, Marketing, StrategyIn January 2010, global automotive manufacturer Toyota faced the task of notifying customers of a recall that involved a faulty accelerator pedal on 1.7 million vehicles. Toyota had already come under intense public scrutiny the previous year over a floor mat recall that affected 4.2 million vehicles. In an attempt to reach the masses for the current recall, Toyota created a letter to customers that was featured in major newspapers and on its web...Starting at €8.20
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Nestlé: A Social Media Nightmare (A)
Jana Seijts; Benjamin BigioCase IVEY-9B10M103-EInformation Technologies, StrategyAs the largest food and drink company in the world, Nestlé S.A. prided itself on a solid reputation built over the past 150 years. On March 17, 2010, the chairman of the board of directors was surprised by a YouTube video created by the environmental activist group Greenpeace. The graphic and provocative video criticized Nestlé for its use of palm oil in Nestlé products. It helped Greenpeace make a bold statement: Nestlé products were leading to ...Starting at €8.20
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Toronto Transit Commission: Service Quality and Customer Perception
Jana Seijts; Dino Pupulin; Ken MarkCase IVEY-9B12M098-EStrategyThe chief public relations (PR) strategist for SG Media is using the Toronto Transit Commission (TTC) as an example in her public relations training session. In 2011, the TTC has been in the news because of a combination of poorly managed fare hike announcements and the perception of lax service quality. Consumers have taken to publishing, on social media sites, images of TTC employees seemingly in violation of service standards. The strategist i...Starting at €8.20
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Mountain Dew: The Most Racist Soft-drink Commercial in History
Jana Seijts; Paul BigusCase IVEY-9B13A021-EMarketingPepsiCo faces criticism after releasing a series of online advertisements for Mountain Dew that featured an angry Mountain Dew–drinking goat, a battered white woman on crutches and the goat in a police lineup of all black men. Critics are offended by the advertisement’s portrayal of violence toward women and racial stereotypes. As the public outcry spreads, Mountain Dew’s senior brand manager needs to devise a course of action or risk damage to o...Starting at €8.20
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The Cultural Battle of the Australian Army
Gerard Seijts; Jana Seijts; Paul BigusCase IVEY-9B13C035-ELeadership and People Management, StrategyThe Chief of the Australian Army faces a significant public scandal. In recent weeks, allegations have emerged that members of the country’s defence forces, including officers, shared explicit emails and photos that denigrated women. The scandal occurs as the Australian Defence Force is actively encouraging more women to join the ranks of the military. The Chief of the Australian Army needs to devise a strategy to communicate to the victims of th...Starting at €8.20
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McDonald's Twitter Campaign: Hype Versus Reality
Jana Seijts; Paul BigusCase IVEY-9B13M123-EStrategyIn early January 2012, the director of social media for the McDonald’s Corporation (McDonald's) was challenged with a tall order. The corporation had just launched a large public relations campaign using the Twitter hashtag “#MeetTheFarmers” to promote connections with family farms and local suppliers. Maximizing a Twitter Promoted Trends expenditure, the director had switched the hashtag from “#MeetTheFarmers” to “#McDStories” halfway through th...Starting at €8.20
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Canada's Aboriginal People: Idle No More
Gerard Seijts; Jana Seijts; Paul BigusCase IVEY-9B13C024-EEntrepreneurship, Leadership and People ManagementThe relationship between Aboriginal peoples and the Canadian government has been characterized by conflict and change. Although the Conservative government seemed to support Aboriginal objectives when it issued an historic apology in 2007 for the abuses suffered under the residential schools program and signed the United Nations Declaration on the Rights of Indigenous People in 2008, it included changes to the Indian Act in its 2012 omnibus Bill ...Starting at €8.20