In December 2022, amid mounting pressure to cut costs, Google announced it would consolidate the operations of its four navigation-related brands under the leadership of Chris Phillips, vice president and general manager of the Geo services division. The restructuring plan meant that the 500-member team of Waze, a navigation app that had operated independently since its acquisition in 2013, would now be tied to Google's core mapping products--Google Maps, Google Street View, and Google Earth. Students will take the role of Aaliyah Williams, a fictional marketing consultancy CEO, and make recommendations to Phillips on crafting a portfolio strategy that optimizes Google's market share and growth. In analyzing this case, students will learn how to leverage brand architecture and brand management tools to ensure a strong portfolio with clear positionings that minimize brand overlap and cannibalization.

Innovation is critical for success in the healthcare industry. A key step to that success is the evaluation of new therapies. Managers need to understand the commercial potential of ideas and invest with this in mind. This case helps students understand the challenge of evaluating therapies and tools that can help. Two questions face Clemence Shiffrin, senior vice president for business development at Oakdale Pharmaceuticals, and her business development team in January 2020: First, how valuable is Palforzia, a new preventive drug from Aimmune Therapeutics? Second, what would be the financial value of a cure for peanut allergy? To answer these questions, students must consider market sizing, motivation of patients and physicians, and how to consider the value of preventive treatments and cures. The case is compelling to teach because peanut allergies are common and sometimes very serious; students are engaged from the start, as they understand the issue and quickly see the value in finding a treatment. The challenge is then determining the worth of that value.