January 2012

		Best Selling Cases
		New Cases in Marketing
		CaseMate - Ivey's Textbook Matching Resource

Ivey cases are used by thousands of academics at business schools around the world. Each year, Ivey Publishing recognizes the authors of its best selling cases. These cases are included in our collection of best sellers which features a variety of case studies across all disciplines.

Starbucks, Mary M. Crossan, Ariff Kachra

Research in Motion: Managing Explosive Growth, Rod E. White, Paul W. Beamish, Daina Mazutis

Molson Canada: Social Media Marketing, Deborah Compeau, Israr Qureshi

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

Macy's Department Store Repositioning

From 2005-2006, Federated Department Stores converted some 15 regional department store chains into a single national brand, Macy’s, with 810 stores across the United States. In addition, the company repositioned the consolidated Macy’s in the overall retail landscape in an attempt to differentiate the new company from its competitors. These maneuvers were undertaken to counter decreasing sales and profits in the traditional department store industry. Some retail analysts suggested that the consolidation of Macy’s, while interesting, was destined to fail because the traditional department store was an obsolete entity; however, other analysts suggested that Macy’s strategy may have held the key to success in a declining industry. In 2008, the U.S. economy entered a recession, and, by 2011, it remained far from booming. Did Macy’s need to change parts of its strategy to remain competitive? What would need to change? The case attempts to integrate many of the methods and models used in strategic management (and some marketing) textbooks and courses and, as such, demonstrates to students how some of the important models of strategy may be applied. The case forces the student to consider conflicting information in deciding the future of Macy’s. Was the consolidation and repositioning a brilliant strategic move that will allow Macy’s to flourish in a declining industry? Or was this effort futile because the traditional department store industry is on the road to obsolescence?

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CCM Hockey: The Re-Launch of the U+ Pro Skate

CCM Hockey (CCM) had been losing market share to competitors in the hockey skate business. In order to counteract this trend, in March 2008, the most innovative pair of hockey skates ever developed by CCM was made available to customers. Soon after the launch, however, some quality issues developed and their efforts to remedy the problem were complicated. The objectives of this case are to: understand the possible negative effects of hasty decision making based on expediency: doing things right as opposed to doing the right thing; understand the importance of customer and competitive analysis for the development of a positioning strategy; understand the difficulty of regaining retailer and customer trust after product quality becomes an issue; practise doing the kind of analysis and synthesis required to formulate an integrated communication program where competition is fierce, customers have difficulty judging the quality of the product and the reputation of the brand is critical for success; identify an appropriate communication strategy for a company that is facing a tough competitive environment. This case is appropriate for course modules dealing with integrated marketing communications, branding and positioning at both the graduate and undergraduate level.

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Decathlon China: Using Social Media to Penetrate the Internet Market

After successfully establishing more than 33 retail stores in large cities across China, Decathlon, a large sporting goods manufacturer and retailer, planned to open its official online shopping website in China. The marketing department head of Decathlon China, has experimented with several new social media in China in order to increase the brand awareness among online shoppers. In the upcoming executive meeting, marketing department head would like to persuade the chief executive officer to dedicate more resources to social media to both increase online sales in the short term and market share in the long term. The objectives of this case are to: teach the importance of social media marketing (SMM) as part of the overall marketing mix; teach the challenges of SMM; highlight the different social media platforms and cultural norms between the East and the West; teach the challenges of developing a SMM strategy; teach the challenges of evaluating the effectiveness of SMM, including the use of basic metrics; teach students to use the creativity process to provide a business solution, in this case to provide new ideas for a social media campaign. This case is suitable for all levels of students - from undergraduate to MBA to Executive MBA classes.

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Use our CaseMate textbook matching guides to find cases that have been selected for use with each chapter in over 200 textbooks in various business disciplines. Following are a few new CaseMates that have been prepared in the area of Marketing.

Global Marketing, 6/e

Keegan, Green, 6/e (Pearson, 2011)

A Framework For Marketing Management, 5/e

Kotler, Keller, (Prentice Hall, 2012)

Marketing, 11/e

Lamb, Hair Jr., McDaniel, (Cengage Learning, 2011)

View CaseMates or send us details about your favorite textbook.