The Singapore Tourism Board (STB) had been working on a new brand campaign to attract visitors to Singapore. However, instead of highlighting the country''s attractions and listing the reasons why it would be a good destination, they wanted to roll out a different kind of campaign that would resonate with consumers. Working with the Economic Development Board (EDB), STB developed a country brand to deliver a more compelling message to tourists .....more

A major home builder wishes to purchase lumber (Southern pine). The builder wants delivery in six months but prefers to lock-in the price near current rates. The lumber wholesaler must decide on a pricing and sourcing strategy. Examples include: 1) buy & hold, 2) wait and see, and 3) hedge with futures. There is no futures market in Southern pine, but there is a market in Hem-Fir (a somewhat similar wood). Data on historical spot and futures prices .....more

VH1, MTV, and LOGO were all popular television channels owned by the ViacomCBS television network. One of the most successful shows on LOGO was RuPaul''s Drag Race, a reality television show featuring drag queens. ViacomCBS was considering moving RuPaul''s Drag Race off LOGO to a different platform within the ViacomCBS portfolio in 2017. Before deciding where RuPaul''s Drag Race would air, ViacomCBS needed to determine whether .....more

The South Korean K-pop band, BTS, is shattering linguistic boundaries and reshaping the global music industry. BTS became the first band in Billboard history to simultaneously top the Billboard Artist 100, Billboard Hot 100, and Billboard 200; and the sixth act to have four Billboard Hot 100 No. 1 singles in less than a year. A critical component of BTS''s success has been the efforts of a vast network of very dedicated fans called the ARMY. .....more

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The Hatsu brand of tea beverages and healthy food products emerged from the idea of two Colombian entrepreneurs in 2010 and evolved, in just over five years, to capture the interest of the leading company in the Colombian beverage market, Postob n SA (Postob n), which acquired it. In this context, Hatsu faced the challenge of consolidating itself in the tea beverage market while also venturing into other product categories (e.g., cereal bars, nuts, .....more

Breastcancer.org (BCO), a small, Pennsylvania-based non-profit organization with a $5.4 million annual budget in 2020, was looking ahead several months to the start of Pink October (also known as Breast Cancer Awareness Month). Unlike the many non-profits that focused on medical research to find a cure for breast cancer, BCO was dedicated to helping patients and their caregivers make sense of complex information, and it had established a digital community .....more

In May 2019, a senior analyst and blogger for a market research firm decided to analyze the performance and pay of various top-rated cricket players in the Indian Premier League. Teams usually spent millions of dollars acquiring players through auctions, and on coaches and other key personnel, as well as promotional campaigns. The analyst had started following the player auctions, where bids on some players had run into millions of US dollars. He .....more