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Submitted by Alain Decrop
August 5, 2019
Today’s consumers are a puzzle for economists, marketers and brand managers. Far from taking “rational” decisions and behaving predictably, these consumers stray further and further from traditional models and segmentation. The past twenty years...
Professor - Mr.
July 19, 2019
What makes a truly great brand? The type that moves you… Gives you goose bumps, makes you laugh, or makes you cry? That makes you feel something? That makes you develop a relationship with that brand? This class will give you a clear look into...
Nikolaus T. Butz, Rachel D. Craig, Todd Decker
December 31, 2018
Hearing loss is a public health concern. Recent national legislation has been passed to introduce a future technological disruptor: over-the-counter (OTC) hearing aids. When OTC hearing aids become available, there will be numerous benefits and...
Diane R. Edmondson, Cheryl B. Ward, Don P. Roy
January 1, 2017
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...
Karen A. Berger, Laura J. Blake
November 1, 2016
By 2011 analysts and journalists were buzzing about why Starbucks had been so timid with its entry into India. After all, Starbucks had over 17,000 stores worldwide in 55 countries. As the creator of the “café market” also called the “retail coffee...
Mike McCardle, JoAnn Atkin
May 1, 2016
The Air Zoo, an aviation museum located in southwest Michigan, is approaching its 30th anniversary and is faced with declining attendance and thus not meeting its financial goals. In early 2008, CEO Bob Ellis is considering the elimination of the...
Brad Reid, Andrew Borchers
January 1, 2016
This decision-oriented critical incident addresses potential legal and marketing conflicts in the restaurant industry based on claims of superior food or of inferior competitor products. The organizational focus is Pizza Hut and its response to...
Bradley Brooks, Steven Cox, Timothy E. Burson
January 1, 2016
Country Crock spread (a butter substitute made by Unilever) had changed its recipe to meet increasing consumer pressures for healthy food products. Consumer posts on sites such as the brand’s website, Facebook page, and Twitter page almost...
Mike Schechter, Janell Kurtz
January 1, 2016
To celebrate the legendary basketball player Michael Jordan’s induction into the Basketball Hall of Fame, the grocery store chain Jewel-Osco was considering an advertisement in a commemorative edition of Sports Illustrated magazine. The proposed...
Lisa M. Lindgren
November 1, 2015
This descriptive case describes the journey of Skyline Exhibits, a worldwide market leader in the trade show display industry, as it created and launched a dramatic innovation in its industry. The industry was shifting due to competitive pressures...