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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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Qantas Airlines: Twitter Nosedive
Jana Seijts; Paul BigusCase IVEY-9B12M110-EStrategyThe executive of Government and Corporate Affairs at Qantas Airlines faced a communication situation that was spiralling out of control. Qantas had launched a contest through the social media service Twitter, asking participants to use Twitter to describe their “dream luxury inflight experience.” However, the competition dissolved as thousands of people used the opportunity to express negative comments about Qantas. By the second day, nearly 15,0...Starting at €8.20
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Barilla Pasta: A Company In Hot Water
Jana Seijts; Paul BigusCase IVEY-9B13A039-EMarketing, StrategyOn September 26, 2013, the chief executive officer of the world-leading pasta manufacturer, the Barilla Group, was challenged with a precarious situation. A day earlier, during an interview on an Italian radio show, the company chairman made a series of anti-gay remarks when asked why the company did not feature advertisements with gay families. Social media exploded with negative comments and numerous equality themed pictures creatively featurin...Starting at €8.20
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A Study in Grey: Lisa LaFlamme’s Dismissal from CTV News
Gerard Seijts; Jana Seijts; Lindsay HobbsCase IVEY-W34665-EKnowledge and Communication, Leadership and People ManagementLisa LaFlamme was the trusted face of CTV National News. In 2022, she was at the height of her career. It was therefore a shock to her colleagues and viewers when, on August 15, 2022, she posted a video on Twitter to announce that she had been abruptly ousted from CTV by its parent company, Bell Media Inc. (Bell Media). Bell Media was hit with seemingly never-ending waves of negative press, including speculation that sexism and ageism had been th...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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Domino’s Pizza
Jana Seijts; Paul BigusCase IVEY-9B11C016-ELeadership and People Management, StrategyThe vice president of communications of Domino’s Pizza International faced a significant threat to his company’s reputation due to negative social media exposure. A video had been posted on YouTube two days earlier by a Domino’s employee that showed two Domino’s employees at a North Carolina franchise tampering with customers’ pizza and sandwich orders. The employee stuck cheese up his nose, sneezed on the food prior to boxing it up, and could be...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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Tracy Chan: “We Need to Talk”
Jana Seijts; Paul BigusCase IVEY-9B11C017-ELeadership and People ManagementTracy Chan, managing director of the Student Learning and Writing Services (SLWS) at St. Charles University in Calgary, Alberta, was faced with a difficult situation. Her newest employee, Michael Hinske, had just e-mailed her a list of faculty members he had contacted to educate on the SLWS writing program offered to graduate students. Chan quickly noticed that the faculty names were of individuals who had already been contacted. There was no ind...Starting at €8.20
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Toyota: Accelerator Pedal Recall (B)
Jana Seijts; Paul BigusCase IVEY-9B11M078-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Toyota: Accelerator Pedal Recall (A).Starting at €5.74
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Research in Motion: Blackberry Blackout (B)
Jana Seijts; Paul BigusCase IVEY-9B12M045-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Research in Motion: Blackberry Blackout (A).Starting at €5.74