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Jesse Cole had created a college-level amateur baseball team that sold one season ticket in its first two months of existence. Miraculously, by the end of the first season, Jesse had turned things around as the team began selling out every home...
This case describes a marketing decision faced by Stuart Schuette, CEO and president of American Tire Distributors (ATD). He was informed that the Goodyear Tire & Rubber Company had decided to drop ATD as a wholesaler and to reroute the...
The first Ikinari Steak location in the United States opened in Manhattan’s East Village in February 2017. Rapid expansion in Manhattan was planned over five years, and 11 locations were opened by 2018. However, the standing-only fast-casual...
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 five distinct periods in Sun King Brewery’s distribution history. The Indianapolis brewer experienced explosive growth since opening in 2009. It rode the wave of the “craft beer revolution,” earning 27 Great American Beer...
This descriptive case discusses rebranding strategies in the quick service restaurant (QSR) industry. The case demonstrates Popeyes’ brand evolutions during changing customer expectations. As defined by Aaker’s (1992) widely used framework, a...
A business partnership between pop star Rihanna and TechStyle to sell Savage X Fenty (or X Fenty) branded lingerie seemed like an ideal business start-up and sales started strong. Rihanna provided the company star power and the products were...
This critical incident traces the impact of Nike’s decision to refocus its distribution strategy toward internal marketing channels. In 2017, Mark Parker, CEO of Nike, the world's largest athletic brand, announced the company would eliminate...
Since its founding as three internet genealogy sites in 1996, Ancestry.com (Ancestry) evolved as a public and private firm consisting of four product lines, each with different growth potentials and market share prospects, hoping to achieve its...