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YouPostIt! Communicating the Value of a New Business
Michael Sider; Daniel SamoshCaso IVEY-9B12A002-EIniciativa emprendedora, MarketingThe director of new business development and strategy at Redmas Digital, an enterprising start-up, needs to write two sales e-mail templates for Redmas’s newest pet project, YouPostIt! One of the e-mails is for leads that the company has not done business with before (cold leads) and the other is for leads that the company has done business with before (warm leads). The director has to write concise e-mails with high “skim value.” He must distill...Desde 8,20 €
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The Lac-Mégantic Disaster
Michael Sider; Mary Weil; Brian DunphyCaso IVEY-9B14M040-EDirección estratégicaIn July 2013, the chairman of Montreal Maine & Atlantic Railway is facing a public outcry as well as possible bankruptcy and the revocation of his operating licence. When one of the company’s trains derailed in the town of Lac-Mégantic, Quebec, several of its cars carrying crude oil exploded. The explosions and subsequent fires destroyed the downtown core and killed several dozen people. The oil spill also contaminated the local lake and river, l...Desde 8,20 €
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Bunny Butcher: PETA Protests Donna Karan New York
Michael Sider; Paul BigusCaso IVEY-9B11M095-EDirección estratégica, Liderazgo y Dirección de personasNovember 29, 2010, was “Cyber Monday,” one of the busiest online shopping days of the year, with the potential to approach $1 billion in online sales in North America. The chief designer of fashion company Donna Karan New York (DKNY) was facing a difficult situation. On this particular Cyber Monday, activists for the animal rights group People for the Ethical Treatment of Animals (PETA) had posted simultaneous messages on DKNY’s Facebook page. An...Desde 8,20 €