Teaching note for product W39688.

In July 2017, TerrAscend Corp. (TerrAscend), a Canadian cannabis company, faced pivotal decisions as it prepared for legalization of recreational cannabis. Led by chief executive officer and cofounder Basem Hanna, the company had secured a cultivation license and launched Terra Health Network Inc. to build credibility with physicians. Yet, TerrAscend remained pre-revenue, with limited cash and growing competition. Hanna weighed four paths: maintaining .....more

Teaching note for product W49244.

In July 2025, EEVengers, a start-up in the test and measurement industry, was preparing to ship its first product, the ThunderScope, an open-source computer-based oscilloscope. The founder aimed to build the company’s reputation as a reliable, high-quality brand while generating $300,000 in revenue and $35,000 in profit by January 2026. To achieve these goals, the founder needed to develop a focused marketing plan that included decisions on target .....more

Teaching note for product W49498.

Teaching note for product W49505.

100 Kellogg Lane (100 Kellogg) was a landmark in London, Ontario, recognized as the largest indoor entertainment complex in the country. While well known among locals, the facility had struggled to attract students from nearby Western University and Fanshawe College. In late July 2025, 100 Kellogg’s recently appointed vice-president of marketing and sales faced his first major challenge: determining how to draw students to 100 Kellogg and convert .....more

Teaching note for product W48726.

Ed Chaplin had purchased Springwood Cottage Resort (SCR) in Arden, Ontario, during the COVID-19 pandemic in 2021. He intended to revitalize the resort with his wife, Christine Chaplin, and since then, he had invested considerable time and effort into renovating cottages and updating the property. Running the resort was also significantly more demanding that he initially anticipated. Although SCR was often at capacity during the summer season, he wondered .....more

In the summer of 2025, Kelvin Van Rijn, founder and chief executive officer of The Fritter Shop in London, Ontario, was evaluating alternatives to prepare for an expected increase in demand for fritters in the upcoming year. To help meet the new demand of his two franchises and contract manufacturers, Van Rijn was considering purchasing new deep fryers, bringing the production of the fritter fillings in-house, and moving pastry production from his .....more