This case describes how Freshpet dog food needed to identify a new brand positioning to invigorate its marketing and fielded two phases of essentially competitive qualitative marketing research: (1) psychologically oriented focus groups and (2) anthropologically informed ethnographies. This unconventional research approach fostered innovative thinking for brand re-invention.

The case study outlines the steps taken by GO Telecom to navigate a competitive market, revitalize the brand, and strategically position itself for future growth through innovation and customer-centric practices. Putting participants in the shoes of CEO Yahya Al Mansour, the case sets the stage for a vibrant discussion on how to craft a "customer first" approach to drive growth and profitability by a combination of rebranding and digitalization, .....more

Xana Hotelle Management (Guangzhou) Co., Ltd. ("Xana") was founded in 2015 by an industry outsider, Shallen Lu. With seven years of experience at a multinational company, she grew into a branding professional. In 2015, she identified a market opportunity within China''s mid-to-high-end hotel sector, aiming to build a unique brand with a strong brand-oriented perspective. With a mere business plan, she obtained initial investments .....more

In 2019, the global consumer electronics market surpassed US $1 trillion. However, mainstream products showed homogenization in functionality and design. Huang Yong, an experienced industrial designer, contemplated the potential of integrating the Mecha culture into consumer electronics products to establish a new brand that embodied both hardcore Mecha elements and high quality. In April 2019, he spearheaded a diverse team comprising engineers, designers, .....more

To achieve success in the marketplace, a product or service must address two questions: where do customers go to buy it and how do they buy it? Therefore, the right distribution channels play an extremely important role in company growth. Equally important is to effectively manage these channels to avoid conflicts and maintain steady business growth. This case study examines the Canadian brand HIGHS, with a focus on its business transformation and .....more

In 2007, NetEase Youdao (Youdao) launched Youdao Dictionary and quickly became a market leader. Apart from consolidating its leading position in the dictionary app market, Youdao tapped into online education in the hope that it may become a new profit engine for the company. The implementation of efficient marketing communication strategies played a vital role in Youdao''s previous development. This time, Youdao needed to solve the following .....more

In 2016, Sandeep Kishore took the helm at Zensar, a mid-size Indian software and services company with global presence, as CEO. He spearheaded a transformative journey for the company as it shifted from a legacy IT firm to a key player in the digital transformation space. Recognizing the importance of digital capabilities in a competitive environment, Kishore initiated efforts to upskill employees, developing multiple digital platforms under the Return .....more

This case is structured to guide MBA students through the complexities of name, image, and likeness (NIL) policies in collegiate sports. There is a paucity of research surrounding NIL and how it might impact college players. Past research has explored how NIL might usher students into the gig economy and how that might affect labor markets for young athletes; it is critical that athletes cultivate brands and online personas early to build traction .....more

This case discussed the carbon offset credibility challenges Delta Air Lines faced following the filing of a class-action lawsuit in California federal court in May 2023 alleging greenwashing and misleading carbon-neutrality claims. Despite dismissing the lawsuit as one "without legal merit," Delta had to address customer concerns about its commitment to decarbonization and sustainability and assure the court that the company was taking .....more

In June 2024, Roberto Vedovotto, CEO of Kering Eyewear, prepared to discuss the future of the recently acquired brands LINDBERG, a Danish optical eyewear brand, and Maui Jim, an American sunglasses brand. Vedovotto founded Kering Eyewear in 2014, convincing Fran ois-Henri Pinault to internalize eyewear production for Kering''s luxury brands like Gucci and Saint Laurent. Kering could in this way control design, quality, and distribution of .....more