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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...
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...
Due to high traffic-density and lack of convenient and cost-effective modes of transportation in Rome, scooters provided an effective mode of transportation. Oliver Page spotted an opportunity to start his own app-based ride sharing venture in...
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. Martin’s whereabouts were unknown for several hours until he...
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,...
Avani Davda, the CEO of Tata-Starbucks, had to make major decisions soon on product positioning and building a strong consumer base. Tata-Starbucks was the partnership between two food industry giants: Starbucks and Tata Global Beverages. Tata...
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...