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Chick-Fil-A: Fighting Chicken Sandwich and Culture Wars
Bertrand GuillotinCaso IVEY-W34882-EDirección estratégicaFollowing its disastrous market entry into the United Kingdom in 2019, due to immediate backlash from the LGBTQ+ community, Chick-fil-A, the US$16 billion conservative Christian fast-food company, named a new chief executive officer in 2021, Andrew Truett Cathy. By inheriting the privately-held, family-owned empire, Cathy faced a monumental task, made more difficult when he appointed a vice president of diversity, equity, and inclusion, which spa...Desde 8,20 €
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GE's Imagination Breakthroughs: The Evo Project, Teaching Note
Bartlett, Christopher A.Nota del Instructor HBS-908413-ETeaching Note for [907048].Desde 0,00 €
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CSL: Rebranding “The Biggest Company No One’s Ever Heard Of"
Bertrand Guillotin; Sheri Lambert; Phoebe DickinsonCaso IVEY-W34093-EAnálisis de decisiones, MarketingIn October 2021, the head of digital communications and branding at the Australian biopharmaceutical conglomerate CSL Limited (CSL), was tasked with a strategic rebranding exercise. By August 2022, he and other stakeholders felt a sense of pride and satisfaction at how quickly the rebranding initiatives had been completed. CSL felt that it had achieved the desired brand associations and met its targeted brand net promoter score performance. Looki...Desde 8,20 €