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The strategic decision of Home Box Office (HBO) to launch HBO NOW placed the company into direct competition with established, online digital streaming enterprises such as Netflix, Hulu, and Amazon Instant Video. Yet, it was seen as an...
Avani Davda, the CEO of Tata-Starbucks, had to make major decisions soon on product positioning and building a strong consumer base. Tata-Starbucks was the partnership between two food industry giants: Starbucks and Tata Global Beverages. Tata...
It’s never easy for an industry leader to turn its back on everything that had fueled its extraordinary success. But when facing decline in the one industry that had propelled it to greatness, America Online (AOL) was forced to rebrand and...
This critical incident discusses the challenges Jay LaShombe, owner of Beansie’s Bus, faced trying to attract new, younger customers to his Burlington, Vermont food truck. Beansie’s Bus had been located seasonally in Burlington’s Battery Park...
This critical incident describes a situation in which Jane, a loyal McDonald’s drive-thru customer, was frustrated after finding out how little McDonald’s actually donates to their name-sake charity, Ronald McDonald House Charities (RMHC). She...
This critical incident describes a situation in which Sarah, a frustrated Delta customer, spent over 16 hours stranded in the airport due to flight cancellations because of a Delta technology failure. During this time, Sarah and thousands of...
Nissan CEO Carlos Ghosn intends to introduce the first mass-produced all-electric car, the Leaf, in December 2010. His expectation is that by 2012 the vehicle will be mass marketed to the public. If electric cars account for one tenth of all...
The Downtown Development Corporation (DDC) in Fletcher, NE was a non-profit organization that organized events in downtown Fletcher, a small community that underwent a downtown revitalization. The DDC hired consultants to develop a marketing...
Nick Servies, the founder and owner of Scarlet Lane Brewing Company, was faced with a dilemma. Scarlet Lane Brewing (SLB) had decided to position their brewery as producing ‘gender neutral’ beers. Gender neutral basically meant that they were...
It was April and azaleas were blooming everywhere, but Tim Peterson was not enjoying the beauty around him. He was looking at sales at his one-person barbershop and was frustrated. He simply did not know what to do – he had bills to pay and...