In January 2021, Twitter CEO Jack Dorsey knew he would be asked to testify before Congress about Twitter's role in propagating false news and misinformation. Dorsey described Twitter as a "digital public square" and was a vocal supporter of the U.S. Constitution's first amendment (which protected freedom of speech). Central to his testimony was a controversy involving Internet neutrality: Was the Twitter social media service a neutral platform? If so, each user was responsible for his or her content; Twitter could not be held accountable for slanderous, hateful, or untrue information that users propagated. Was Twitter a publisher? If so, Twitter, akin to news organizations, was responsible for content its users propagated. Section 230, an amendment to the Communications Decency Act, further complicated matters, permitting platform hosts to restrict offensive content while shielding them from user-generated content liability. Given this ambiguity, how should Dorsey prepare for the next hearing?

In April 2018, Hunter Leigh, the recently appointed head of esports for the Golden State Warriors (GSW), was in charge of developing a marketing communications strategy for the first season of the Warriors Gaming Squad, the first NBA 2K esports team to be geo-located and directly affiliated with the championship-winning GSW National Basketball Association team. The season was kicking off within a few weeks, and Leigh knew that his players and brand needed to perform for fans, not only on the virtual court, but also in the digital and physical market. He needed to quickly make choices about objectives, audiences, messaging, and media in order to successfully develop a large, loyal fan base.

In April 2018, Hunter Leigh, the recently appointed head of esports for the Golden State Warriors (GSW), was in charge of developing a marketing communications strategy for the first season of the Warriors Gaming Squad, the first NBA 2K esports team to be geo-located and directly affiliated with the championship-winning GSW National Basketball Association team. The season was kicking off within a few weeks, and Leigh knew that his players and brand needed to perform for fans, not only on the virtual court, but also in the digital and physical market. He needed to quickly make choices about objectives, audiences, messaging, and media in order to successfully develop a large, loyal fan base.

In late 2017, Peri Malhotra, Head of Employee Development at Quatrro Global Services (QGS) was concerned about the future of the One Woman campaign started at the firm two years prior. She led the initiative with her direct manager, Alok Narain, Executive Vice President of Human Resource and Development. Despite a concerted effort, Malhotra remained one of the few senior women executives at the firm. The One Woman campaign was launched in 2015 with the aim of attracting, retaining, developing and most importantly, helping women ascend the leadership ladder. The program was well received by participants, generating substantial buzz among women employees, but Malhotra had also heard some grumblings from male employees, especially about the preferential treatment the program maybe promoting. The financial budgeting process for 2018 had begun and unless Malhotra and Narain were able to provide a comprehensive assessment of the campaign, the value added by the initiatives and ways to improve it, the program would most likely be cut. Malhotra and Narain were reflecting on their efforts and both were eager to sustain the program.

On a bright July morning in 2013, the incoming President of the Stoli Group USA, John Esposito, was alarmed to learn that one of his company's most popular products was being bombarded by heavy criticism from social media. The hashtag, #DUMPSTOLI, coined by Dan Savage, a prominent gay rights blogger, had gone viral overnight. Savage claimed that Stoli Vodka, because of its Russian heritage, should be subjected to an outright boycott, along with all other Russian-made products. In Savage's view, it was important to launch a vocal protest and to show solidarity with the gay community in the aftermath of a series of discriminatory laws that were passed by the Russian government under the direction of Vladmir Putin. Esposito was well aware of Stoli's historical support of the lesbian, gay, bisexual, and transgender (LGBT) community and more importantly, he knew that the brand had no influence on, or relationship with the Putin government. In fact, both the owner and top executives at SPI Group, the parent company of Stoli Group USA, had progressively adversarial relationships with the Putin government for over 10 years. Nonetheless, the #DUMPSTOLI hashtag had gained followers and bars across the country began to ban Stoli vodka. Esposito hurried over to the office of Lori Tieszen, Stoli's senior vice president and chief marketing officer. He put her in charge of a team effort responsible for coming up with a response and protecting their iconic brand from the boycott. What should they do?