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"Hips Feel Good" - Dove's Campaign for Real Beauty

Authors: Gey, Thomas; Nugent, Nick; Wesley, David T.A.
Product Type: Cases
Source: Richard Ivey School of Business
Publication Year: 2007

[This document has not yet been rated] 6488 views

In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004 with a new campaign. The campaign asks the question “What is real beauty?” and attempts to redefine it in ways that challenge commonly portrayed stereotypes.

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Hindustan Lever Limited and Marketing to the Poorest of the Poor

Authors: Gorman, Michael; Ahmad, Pia S.; Werhane, Patricia H.
Product Type:
Source: International Journal of Entrepreneurship & Innovation Management; 2004, Vol. 4 Issue 5, p1
Publication Year: 2004

[This document has not yet been rated] 6478 views

The article presents a case study on the marketing activities of Hindustan Lever Ltd. (HLL) and Nirma Consumer Care Ltd. in India. In India, HLL tended to focus upon the urban middle class and elite. Meanwhile, Nirma Consumer Care Ltd. produced and marketed a detergent, Nirma, targeting the poor rural sector...

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Calvin Klein, Inc. and the Kiddie Porn Ads (A, B)

Authors: Naumes, Margaret J.; Naumes, William
Product Type: Cases
Source: North America Case Research Association, Case Research Journal, Summer, 1999; The Laurier Institute
Publication Year: 1999

[This document has not yet been rated] 6458 views

Calvin Klein Inc. is a company with a history of controversial advertising, going back to 1980's ads with then 15-year-old actress Brooke Shields saying, "Nothing comes between me and my Calvins." In 1995, the company began a new series of ads for Calvin Klein jeanswear, featuring young models in suggestive poses...  

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PowerPoint: The WorldCom Fraud

Author: American Institute of Certified Public Accountants
Product Type: Multimedia
Source: American Institute of Certified Public Accountants
Publication Year: 2005

[This document has not yet been rated] 6437 views

This PowerPoint presentation focuses on the WorldCom accounting fraud uncovered in 2002. It reviews WorldCom's rise to industry leadership, expansion, and eventual fall in the wake of one of the largest accounting scandals in history.

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Rejuvenating Wal-Mart's Reputation

Author: Hemphill, Thomas A.
Product Type: Cases
Source: Business Horizons
Publication Year: 2005

[This document has not yet been rated] 6433 views

Wal-Mart, the world's largest retailer, was named by Fortune as the "most admired company in America" for the years 2003 and 2004. However, these and other accolades have not quieted a chorus of critics...

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The Aravind Eye Hospital, Madurai, India: In Service for Sight

Author: Rangan, V. Kasturi
Product Type: Cases
Source: Harvard Business School
Publication Year: 2007

[This document has not yet been rated] 6423 views

Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population...

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Body Shop Brand: Repositioning to Target the 'Masstige' Segment and Impact of its Acquisition by L'Oreal

Authors: Fernando, Rajiv; Purkayastha, Debapratim
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008

[This document has not yet been rated] 6383 views

L'Oreal, considered an example of the societal marketing concept, grew rapidly for more than a decade till it faced some serious problems in the 1990s and the early 2000s.

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JC Penney's People Strategy: Setting the Right Climate for Human Resource Development

Author: Purkayastha, Debapratim
Product Type: Cases
Source: ICMR Center for Management Research
Publication Year: 2008

[This document has not yet been rated] 6261 views

The case is about JC Penney's (JCP) human resource development (HRD) strategy and also highlights learning issues related to corporate coaching.

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How Marketing Thinking Can Help Social Entrepreneurs

Author: Bloom, Paul M.
Product Type: Essays and Concept Papers; Research Notes / Working Papers
Source: CasePlace.org
Publication Year: 2007

[This document has not yet been rated] 6233 views

Social Entrepreneurship has become a hot field. Philanthropists and investors, many of whom were successful business entrepreneurs, are now supporting foundations and nonprofits that identify, fund, and advise social entrepreneurs...

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Wal-Mart: A Progressive Success Story

Author: Furman, Jason
Product Type: Research Notes / Working Papers
Source: The Center for American Progress
Publication Year: 2005

[This document has not yet been rated] 6203 views

This article reviews the economic evidence on the impact of Wal-Mart on consumers, the impact of Wal-Mart on its workers and workers in the retail sector, and the impact of public subsidies on Wal-Mart...

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