British Airways takes a strictly secular approach to religion in the workplace, banning any outward symbols of faith. This policy extended to the wearing of jewellry with religious symbolism. One employee who originally complied with the ban protested after she found out that the company had made accommodations to other faiths, such as allowing Sikhs to wear turbans. She then decided to wear a cross pendant in protest of the company’s perceived .....more

At one time, the Pop Shoppe was a leading player in the Canadian soda pop market, however, changing market conditions and corporate mismanagement drove the company into bankruptcy in the early 1980s. In 2003, an entrepreneur purchased the rights to the brand, and was considering reintroducing it into the market. The entrepreneur had a hunch that many Canadians would be as fond of the Pop Shoppe as he was, and excited to see it back on the market, .....more

By 2010, the entrepreneur's revived Pop Shoppe brand was holding second place in the premium carbonated soft drink market. This level of market penetration was a bit unexpected, and the entrepreneur began contemplating his next move. The entrepreneur wanted to grow the brand larger, in hopes of selling out and moving on to other business ventures that had captured his interest. He had watched as other small drink brands had been bought up by .....more

Risking becoming the target of a hostile takeover or alternatively, being cornered as a small regional player in the global beer industry, the Danish brewery Carlsberg decided in the early 2000s to expand into the rapidly growing emerging market to pursue new arenas of growth. By 2008, this strategy had paid off, and Carlsberg was positioned amongst the five largest breweries in the world. In the Russian market - one of the fastest growing markets .....more

A marketing company has collected a large dataset on brand equity for the fast food and travel sectors. They have come up with their way of measuring "brand equity." Various statistical techniques are used to assess the concept of brand equity. These include descriptive statistics, crosstabs, ANOVA and MANOVA.

The case focuses on management innovation in the South African dairy industry, describing how an innovative new yoghurt product, Danimal, was created specifically for the market at the base of the pyramid. It explains how management of the product line embodied the various innovation opportunities and challenges presented. The concept was initially introduced in order to assess the feasibility of profitably servicing this market. However, the project .....more

The case illustrates the challenges faced by a marketing manager when designing, implementing and evaluating trade promotion schemes in a highly competitive, fast moving, consumer goods multinational company in the emerging Asian market of India. The purpose of the case is to provide exposure to the complexities and dynamic context of Asian consumer goods marketing and learn how to design, implement and evaluate trade promotion schemes that are aligned .....more

In 2009, Parle Products Pvt. Limited (Parle), a leading Indian biscuit manufacturer, had the distinction of producing the largest selling glucose biscuit brand by volume in the world, the Parle-G. Parle-G biscuits sold for approximately US$1 per kilogram and as very few processed and ready-to-eat foods were available at this price point, Parle-G was strongly associated with offering value for money (VFM). A looming problem in this brand category .....more

The case discusses the story of the IOI Group, one of the largest palm oil players in Malaysia, which has seen rapid growth in the past two decades. Family-controlled since 1982, the IOI Group's main businesses initially were property and palm plantations. As a relative latecomer in the palm oil industry, it grew both organically and through acquisitions, and, in 2010, had sales of about US$4.3 billion and employed 30,000 people. Over the years, .....more

A technical consultant is travelling to New York Bakery, and eastern U.S. confectionery company that is under bankruptcy protection. The consultant's task is to assess New York Bakery's readiness for the installation of a new payroll system, which will help it move through the bankruptcy process. By his first week on the job, the consultant realizes that his task is greater than he imagined. In trying to help the organization prepare for .....more