<p style="color: rgb(197, 183, 131);"><strong> AWARD WINNER: Second Place in the 2025 Ivey Publishing Sustainability Case Writing Awards </strong></p><br><br>Tim Brooks, head of sustainability at Denmark-based The Lego Group (Lego), needed to decide the next course of the company’s sustainability journey after the Bottles to Bricks project to make recycled Lego bricks and other elements from discarded .....more

When Indian college student and anime fan Dev Taneja wanted to build something of his own, he started reviewing anime on YouTube and noticed that many fans were unhappy with the quality and price of anime merchandise. Sensing an opportunity, he began creating and selling anime-themed products to his college peers. The response was positive, confirming that his idea solved a real problem. However, he soon realized that selling high-quality products .....more

This case revolves around Katara Cultural Village (Katara), a prominent cultural destination in Doha, Qatar, as it reassesses its strategic marketing direction following the fluctuating visitor patterns observed between 2020 and 2024. Drawing from time-series data and ARIMA forecasting, its management team confronts a dilemma: Should Katara shift from an event-driven visibility model to a unified institutional branding strategy? The case presents .....more

In December of 2017, the Miss America Organization was in crisis. The organization’s popularity had been declining for years, both in the number of women vying to compete for the crown and the number of viewers of the annual Miss America pageant. Then, at the height of the #MeToo movement, a scandal erupted that caused many observers to question if the organization had a future at all. After the chief executive officer of the Miss America Organization .....more

Teaching note for product W44457.

In April 2025, the co-founder and president of board game publisher Stonemaier Games found the industry he had worked in for over a decade upended by tariffs. A new 145 per cent US tariff on goods produced in China would lead to a charge of almost US$1.5 million for US$1 million-worth of goods that was ready to ship to retailers. This would not only wipe out any profit margin on the product but also create a sizable loss. On April 28, 2025, the founder .....more

In 2023, with global tourism increasing rapidly and several governments realigning their focus on promoting and enhancing tourist traffic, travellers were presented with an opportunity to witness new trends in the face of growing climate change issues and technological advancement. Among the countries adapting to a changing stance, the Kingdom of Saudi Arabia was undergoing a drastic economic transformation when it decided to advance a new “green” .....more

Metacore, a Finnish mobile game company, achieved global success with its puzzle game Merge Mansion but struggled to replicate this success in Japan. Shuhei Watanabe, the product marketing manager, led efforts to address this challenge. Japan’s gaming market was highly competitive, with consumers valuing trust and local familiarity. Watanabe’s team debated how much to localize the game and brand to resonate with Japanese players. They faced a key .....more

Str8bat Sport Tech Solutions Private Limited (Str8bat) was a Bangalore-based sports company founded in 2017. The company offered real-time, actionable insights to cricket players through their innovative sensory chip that attached to a cricket bat, and it had quickly emerged as a significant player in the cricket technology space. Str8bat’s product leveraged cutting-edge technology, motion science, and physics to provide instant, data-driven feedback .....more

The National Hockey League (NHL) faced growing pressure to address discontent among fans and stakeholders over the league’s perceived lack of progress on financial and environmental goals. The NHL Green program, launched to showcase the league’s sustainability efforts, was at the centre of criticism, prompting questions about whether its measures were sufficient. The NHL must consider the league’s options: investing in renewable energy for venues, .....more