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Ivey Publishing | Where the world looks for business cases

April 2012


IN THIS ISSUE:
Coming Summer 2012 ... Coursepack Builder
Hundreds of Translated Cases Available
New Cases in Marketing
Award Winning Authors
ISB-Ivey Global Case Writing Competition Invitation
CourseMate Coming Summer 2012 ... Coursepack Builder

This content management tool is designed to give our customers the flexibility to assemble custom course packs that can be downloaded instantly from the Ivey Publishing website. More information to follow soon!

Hundreds of Translated Cases Available

With over 200 Ivey cases translated into Chinese this year alone, you will find hundreds already available in the Ivey case collection with more translations to follow in the months ahead.

 

With a commitment to providing high quality cases for use in China, our growing collection provides students with comprehensive cases that reflect the changing business landscape in China. For a list of cases translated into Simplified Chinese, please click here.  Click here to view the list of cases translated into Traditional Chinese.

New Cases in Marketing

The newest cases from the Ivey case collection are available for review. View New Cases for more details on cases registered in your discipline.

 

The Wii: Nintendo's Video Game Revolution (Simplified Chinese version)

In 2007, Nintendo's inexpensive and quirky Wii video game console had become all the rage. Despite its underpowered processor and comparatively basic graphics, it outsold both the Sony PlayStation 3 and the Microsoft Xbox 360. Nintendo's handheld system, known as the DS, also outsold Sony's more advanced PlayStation Portable. Nintendo's products were so successful, retail stores in North America and Japan quickly sold out whenever new shipments arrived, and many consumers were forced to pay premium prices on the grey market. The case examines the characteristics of a successful new product launch, particularly product features, brand loyalty, content availability, third-party support, and adherence to industry standards. The case also considers how radical innovations can be used to win market share from technically superior products focused on incremental innovations. Finally, a 4P marketing analysis is used to compare video game systems offered by Sony, Microsoft and Nintendo. The case may be used with The Launch of the Sony PlayStation 3 (Ivey Case 9B07A014) and A Note on Video and Computer Games (Ivey Case 9B07A013).

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HTC Corporation: A Smartphone Pioneer From Taiwan (Traditional Chinese version)

The case describes how HTC, a pioneer of mobile computing from Taiwan, evolved from a local subcontractor of PDA (personal data assistant) to a global contender of smartphone. It analyzes the successful transition of the company from an anonymous supplier of Western clients (such as HP and Palm) to a brand marketer that is considered a major threat to Apple Computer (from its founding in 1997 to 2010). The key issue in this case is the introduction of the HTC brand carried by products delivered to network operators worldwide, such as AT&T, British Telecom, NTT DoCoMo, Rogers, Verizon, Vodafone, and so on. The case can be used in courses ranging from Marketing Management (branding strategy), International Business (foreign entry mode), and Strategic Management (inter-firm collaboration). It has four major learning objectives: to analyze the relationship between a contract manufacturer and a product marketer in an outsourcing arrangement called original design manufacturing (ODM), where the subcontractor designs and manufactures a product sold under the brand name of the marketer; to compare two ODM setups where the brand marketer either sells the outsourced product alone or as a bundle with its own services; to explore the role of branding in facilitating the cooperating between two specialist firms in serving a common customer; to predict the possibility for a subcontractor to introduce its own brand name under these two ODM setups.

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Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A)

Between 2004 and 2011, the Universal Robina Corporation (URC) launched its first ready-to-drink bottled tea product, C2, in three Southeast Asian markets: the Philippines, Vietnam and Indonesia. URC’s founder hoped to replicate the success that ready-to-drink tea had achieved in the Northeast Asian markets of China and Japan. Because of the differences in competitive tactics and consumer preferences in each market, URC needed to modify its strategic plan for each market to improve the likelihood of achieving success with C2. These cases encourage students to discern which characteristics are most important for success in each of these markets, thereby determining the profitability of each new international venture. The primary teaching objectives of these cases are: comparing and contrasting the strategies required for launching a product in three diverse Southeast Asian markets; evaluating constituent decisions towards achieving growth by geographic market expansion and clarifying the similarities and differences between the business contexts of China, the Philippines, Vietnam and Indonesia, especially in terms of beverage sectors. These cases are suitable for use in discussions about growth by product and international diversification in courses on corporate strategy, business policy and/or international management (business) — particularly when discussing growth and competitiveness options in relation to organization and strategy. Since URC’s products are mainly successful in its domestic market, the cases emphasize issues concerning the decisions and management strategies underlying expansion into new areas after a company has experienced considerable success in its own geographic markets.

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Award Winning Authors

Authors of Learning with Cases, Teaching with Cases and Writing Cases won the Outstanding Contribution to the Case Method award presented by the European Case Clearing House during the 2012 annual case award ceremony. These books are also available in Chinese.

 

Carol Stephenson, Dean of the Richard Ivey School said, “The award of Outstanding Contribution to the Case Method gives worthy recognition to three remarkable individuals who have dedicated so much of their lives to teaching people worldwide how to get the most out of cases. Jim, Mike and Louise have conducted more than 400 case writing and case teaching workshops for thousands of participants in more than 50 countries over the past 40 years. Their work is at the heart of the great case tradition we have developed at Ivey and the school is delighted at this recognition.” Congratulations on their achievement!

 

In addition, the case entitled Louis Vuitton in Japan, authored by Justin Paul, won an award in the Entrepreneurship case category.

ISB-Ivey Global Case Writing Competition Invitation

In partnership with the Centre for Teaching, Learning, and Case Development at the Indian School of Business (ISB), Ivey would like to invite you to participate in the ISB-Ivey Global Case Competition 2012.

 

The objective of this competition is to help build a repository of high-quality, internationally benchmarked cases about Indian businesses. The cases should be original business case studies suitable for use in MBA classrooms across the world and should aim to showcase the unique challenges and issues faced by organizations and business leaders in India. Submissions must also include teaching notes in English.


Winning cases will be published in the Ivey-ISB co-branded case collection available through Ivey Publishing. First place winners will also receive a cash prize of US $4000. Second prize winners take home US $3000 and there are special category prizes of US $2000 per category. A panel of internationally acclaimed subject experts judge each case in a double-blind review process and will provide written feedback on each case.

 

Download the intent to participate form and email it to Ivey India. Deadline for submissions has been extended to April 30 for international participants.

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