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Nicole Boyd was young and ambitious. Having worked for some of the top consulting firms in the industry, Nicole had a strong background in technology consulting and strategy. However, like many of today’s professional women, she found herself...
This decision-based case discusses what strategic direction Aflac should take as it emerges from the worst of the global pandemic. While Aflac remained a highly successful, innovative company, it faced challenges such as clarifying consumer...
It was late 2020, and after seven years of constant toil, Pixologie’s financial performance just wasn’t working out the way Mollie Bartelt had hoped. What was she doing wrong? Mollie was confident there was demand for her market offer—photo...
This case describes a dilemma faced by the National Hot Rod Association (NHRA) and its president, Glen Cromwell. On August 12, 2020, The Coca-Cola Company accused the National Hot Rod Association (NHRA) of a material breach of the sponsorship...
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...
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...
John Stewart, owner of Above Board Storage, had built a successful storage company on a slim marketing budget, but sales had started to slump. He recognized that he had several internal problems to fix with the management of the operation and...
Building brand equity can be a demanding task even in the most ideal circumstances. Building equity for a professional sports brand that was once adored, then disdained, then nonexistent, and now back again posed particularly daunting...
In November 2016, Matthew LeBretton, vice president of public affairs for New Balance (NB) athletic shoes, publicly supported Donald Trump’s trade policies after a highly emotional presidential election. In expressing extreme displeasure,...
St. Joseph Abbey operated a small Catholic seminary north of Covington, Louisiana. One of the Abbey’s financial means of support was wiped out by Hurricane Katrina in 2005. Deacon Mark Coudrain, a woodworking enthusiast, approached Abbot Justin...