Scholarly Articles

Building brand equity can be a demanding task even in the most ideal circumstances.

Due to high traffic-density and lack of convenient and cost-effective modes of transportation in Rome, scooters provided an effective mode of transportation.

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 e

On October 28, 2013, offensive lineman Jonathan Martin went missing from the Miami Dolphins training facility after being the subject of a prank in the cafeteria at dinnertime.

In Vol 35 (2) we wrote about what we had learned as editors regarding case research, writing, and publishing in this journal.

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 Amaz

Avani Davda, the CEO of Tata-Starbucks, had to make major decisions soon on product positioning and building a strong consumer base.

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.

It’s never easy for an industry leader to turn its back on everything that had fueled its extraordinary success.

Diversity and inclusion are important topics for students to consider as part of their educational experience.

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.

Nick Servies, the founder and owner of Scarlet Lane Brewing Company, was faced with a dilemma.

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.

Building upon our past “From the Editor” articles that focused on cases in the classroom (Peters, Cellucci, and Ford, 2015; Cellucci, Peters, and Woodruff, 2015), the purpose of this ar

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.

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.

Thus, for this issue, our “From the Editors” article focuses on points made during the workshops.

In this decision case, Gary Olnowich, vice president of operations at Linda Construction Company (LCC), considers a proposal from one of LCC’s biggest contractors for LCC to add a new division of

The lack of practical late-night dining options had been a huge void on the Cliffside campus, a smaller, residential campus of Northern University.

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.