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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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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 €