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SalinaBear: Monetizing a YouTube Profile
Michael Parent; Anjali Bal; Karen RobsonCaso IVEY-9B12A063-EIniciativa emprendedora, MarketingA recent business school graduate has enjoyed moderate success with her YouTube channel, which is devoted to videos detailing how to artistically transform T-shirts into unique fashion items. The entrepreneur has successfully monetized the site by allowing YouTube to place ads on it, through the YouTube Partner Program. The case outlines the entrepreneur’s efforts, describes her participation in YouTube’s Partnership Program and asks students to ...Desde 8,20 €
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PharmaCo
Michael Parent; Greg Murray; Sundeep SandhuCaso IVEY-9B20M053-EDirección estratégicaPharmaCo was a large, multinational, integrated pharmaceutical company. Its board of directors was meeting to discuss a possible friendly merger with a complementary competitor and to review a quarterly cybersecurity report. However, before either of these discussions could begin, PharmaCo’s chief financial officer interrupted with news that the company’s customer database had been encrypted by hackers in a ransomware attack and a ransom of $25,0...Desde 8,20 €
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Methanex: Developing Strategy in a Commodity Industry
Daniel Shapiro; Carolyn Egri; Michael Parent; Adam J. MillsCaso IVEY-9B13M066-EDirección estratégicaMethanex, the world’s largest producer of methanol, was a $2.5 billion global company based in Canada. Top management at Methanex undertook a quarterly risk review that included a systematic review of corporate strategy and the competitive landscape in the methanol industry. The review’s primary objective was to identify organizational risks and opportunities and to develop appropriate strategic responses for both short-term profits and long-term...Desde 8,20 €
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Accounting Exam Irregularities in an MBA Program
David Hannah; Sarah Lord Ferguson; Michael ParentCaso IVEY-9B19C005-ELiderazgo y Dirección de personasIn late September 2014, students in the Arnold School of Business (Arnold) full-time MBA program wrote an open-book managerial accounting exam. Immediately after the exam, one of the students, who was also vice-president academic of the Graduate Business Students Association (GBSA), was informed by a classmate that some students accessed the Internet for solutions during the exam. The GBSA representative knew she had to do something but was unsur...Desde 8,20 €
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Swimming in the Virtual Community Pool With PlentyofFish
Michael Parent; Wilfred Cheung; Chris Ellison; Prarthana Kumar; Jeremy Kyle; Stacey MorrisonCaso IVEY-9B08M015-EDirección estratégica, Iniciativa emprendedoraPlentyofFish.com is the world's most profitable website on a per capita basis, the 96th most popular website in terms of page views, and the most popular online dating site in existence. Remarkably, it is managed by its owner and founder and only one other employee. It is a free dating site that generates $10 million in ad revenues per year, and a profit to the owner in excess of $9 million. The case describes PlentyofFish.com's stellar growth in...Desde 8,20 €
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United Airlines and Captain Denny Flanagan
Colin Campbell; Niall Piercy; Michael Parent; Karen RobsonCaso IVEY-9B14A025-EMarketingThis case follows a day in the life of Captain Denny Flanagan. A United Airlines pilot for nearly a quarter of a century and a former naval aviator, Flanagan has created and championed a campaign to radically change the nature of air travel — putting good customer service at the heart of everything the airline does and reaching back, in some way, to the golden age of air travel. Examples of his service include ordering food for passengers of dela...Desde 8,20 €