In 2021, Rajadamnern Stadium underwent a bold transformation. Under the leadership of Thainchai Pisitwuttinan, it modernized facilities, launched new event formats, and expanded digital outreach to elevate Muay Thai from a national treasure into a globally recognized sport. These moves attracted a new international audience and positioned Rajadamnern Stadium as a global stage for Muay Thai. However, these shifts also led to a marked change in the .....more

The Walt Disney Company (Disney) had entered Europe with the opening of Disneyland Paris in 1992. Despite initial financial losses and a mixed reception, after restructuring and rebranding it became profitable by 1995 and since grew into a major tourist destination in Europe. Beyond the theme park, Disney also helped transform the surrounding Val d’Europe region into an urban and commercial hub. In the 2020s, Disneyland Paris underwent a major expansion .....more

This case explores Parveen Phulkari House (PPH), a women-led, third-generation heritage brand from India that grew into a successful Instagram boutique with nearly 60,000 followers and revenues of INR 5.9 million in fiscal year 2024–25. Founded by Manpreet Kaur and her family, PPH positioned itself as an authentic custodian of Phulkari embroidery. The founders were at a crossroads. They had to decide whether to remain a boutique, authenticity-first .....more

Teaching note for product W47984.

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

<p style = "color:rgb(197,183,131);"><strong>AWARD WINNER - 2025 AUB-OSB Case Writing Competition </strong></p><br> Over two decades, Maha Al Sibai, an award-winning jewellery designer and founder of a boutique luxury brand, Maha Al Sibai Jewellery LLC, in Dubai, United Arab Emirates, has built a reputation for handcrafted, emotionally resonant pieces rooted in storytelling and artistry. However, in mid-2025, .....more

In December 2024, Humanitix Ltd. (Humanitix), an Australian not-for-profit ticketing platform, was planning its 2025 expansion into the UK. Founded to challenge industry norms of high fees and poor service, Humanitix donated 100 per cent of its booking fee profits to charity. It also invested heavily in digital accessibility, which garnered praise from disability advocates. As it prepared to open an office in Edinburgh, the team needed to craft a .....more

In May 2025, Netflix Inc. (Netflix) announced that its investments in India had generated more than US$2 billion economic impact from 2021 to 2024. However, Netflix continued to struggle for mass adoption due to cultural issues that led to recurring censorship. To gain acceptance, the company partnered with Bollywood dynasties, but these alliances reignited India’s ongoing debate over nepotism in an industry dominated by powerful families. At the .....more

This case explores a dilemma faced by Vancouver Canucks Limited Partnership (the Canucks)—a National Hockey League team based in Vancouver, British Columbia—concerning a long-standing conflict between two star players. The case’s protagonist, the team’s general manager, was challenged in late January 2025 to identify the key sources of the conflict and to consider whether to (1) trade one or both players or (2) resolve the conflict internally. With .....more

In the summer of 2024, Real Madrid Club de Futbol (Real Madrid) faced a defining strategic decision. Should it sign Kylian Mbappe, the world’s most marketable and talented footballer, in what could become one of the most consequential transfers in sports history? Club president Florentino Perez viewed Mbappe as the natural heir to Cristiano Ronaldo and the ideal figure to lead Madrid’s next Galactico era, revitalizing both the team’s on-field dominance .....more