In March 2021, the newly appointed senior vice-president of the Alfa Romeo brand in North America, headquartered in Auburn Hills, Michigan, was facing the main task of rebuilding the brand to increase sales. Since its inception, the company had seen inconsistent sales in its efforts to capture the high-end exotic auto market. The brand’s origins in the high-performance and competitive world of auto racing emphasized its true essence of excitement, .....more

Teaching note for product W36495.

Tetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil, .....more

Teaching note for product 9B20A003.

The battlefield may provide a metaphor for all manner of success in life. Survive, and you’re likely agile, decisive, quick-thinking, and courageous; and that courage manifests itself not just in war. As this Ivey doctorate and battle-tested Canadian Forces officer writes, courage means much more than bravery. It means having the character traits that make one an effective leader on the battlefield — and in the C-Suite.

This note explores how advertising works from a consumer behavior perspective. Following an overview of some of the traditional hierarchical approaches to studying advertising and limitations associated with these models, the elaboration-likelihood model (ELM) is introduced as a means of addressing some of these deficiencies. The ELM is then examined within an advertising context. Subsequently, subliminal advertising is briefly considered. Lastly, .....more

Teaching note for product 9B02A029.