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- 2020: Writing Case Studies in Changing Times
Bradley W. Brooks, Queens University of Charlotte
Britt M. Shirley, The University of Tampa
- A Family of Products: Setback ...
Leading sports apparel and shoe brands pay large sums of money to sponsor collegiate athletic teams in hopes of gaining significant exposure. Nike’s exposure from one of the year’s highest profile college basketball games turned into a high-...
Ring, Inc., a subsidiary of Amazon, offered security products to enhance customer peace of mind. In December 2019, however, a chilling video went viral that showed an unidentified hacker observing an eight-year-old girl through a Ring camera...
This critical incident describes an ethical and legal dilemma faced by the owner of a small, local retailer. Pirate Joe’s, a small retail store in Vancouver, British Columbia, was celebrating its fourth year in operation. Mike Hallatt, the...
This critical incident describes a situation faced by Meghan Farren, Chief Marketing Officer for KFC in the UK. When she learned of missed chicken deliveries to several restaurant locations, it surfaced as a delay from a traffic backup...
After turning pro in 1996, Tiger Woods rapidly became the most famous golfer in the world and one of the wealthiest professional athletes of all time. However, he experienced significant ups and downs in both his personal life and career,...
Mr. Peanut was 100 years old and one of the oldest brand characters in the market place. Despite his advanced age, many consumers recognized and loved the dapperly dressed legume and some had been long term, loyal followers. Peter Cotter, brand...
For years as Unilever’s brand director of skin cleansing, Jennifer Bremner, had enjoyed Dove’s tremendous brand success as it sought to redefine the definition of feminine beauty. A 2017 Dove body wash promotion, however, attracted more than...
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...