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This critical incident describes a situation faced by Meghan Farren, Chief Marketing Officer for KFC in the UK. When she learned of missed chicken deliveries to several restaurant locations, it surfaced as a delay from a traffic backup...
Ford Motor Company’s unexpected purchase of the historic Michigan Central Station is a critical incident designed to evaluate a major CSR-based investment decision. The CI frames the investment decision within the historical context of Detroit’...
Early in 2017, and after just six months as CEO, Tim Mohin considered options to support the recent structural changes at the Global Reporting Initiative (GRI), the global leader in standard-setting for corporate sustainability reporting. The...
Danny Howard had been a soil-grown farmer who learned the concepts and techniques of aquaponics from a lecture in an agricultural class in his late fifties. He felt fascinated about this new type of farming to him. Good results from his own...
Davenport was one of the first cities in Iowa to have riverboat gambling in the early 1990s. Its riverboat, Rhythm City Riverboat Casino, was not rebounding from the 2008 recession and the riverboat was falling into disrepair. As a...
This case involves a study of a potential market entry into China. FuelCell Energy (FCE) manufactures stationary fuel cells, or DFCs (Direct FuelCell®), used to generate electricity in buildings or at power generation parks/facilities. The...
Earl’s Cyclery and Fitness (Earl’s), located in Burlington, Vermont, is a specialty retailer in bicycles, accessories, and fitness equipment. Earl’s business success depended exclusively on traditional advertising methods and building strong...
Epitomax Nutrition (EN), the sports nutrition market leader, is faced with both an opportunity and a challenge. How can the company take advantage of the rapidly growing market for a water-based protein drink without cannibalizing existing...
This critical incident describes a marketing decision faced by Elon Musk of Tesla. With the growing demand for Tesla electric powered automobiles, the company continued to rely its direct marketing channel. Musk had previously acknowledged that...
In this video case, Tyler Shultz recounts his experience as a recent college graduate in 2014 at Theranos, a medical technology start-up. After starting his job as a research engineer on the assay validation team, which was responsible for...