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Globally acclaimed singer, actor, author, and Grammy Award winner Ricky Martin "decided [on March 29, 2010] to put an end to the hell that was going on inside [his] mind" by using Twitter to openly declare his homosexuality. Issues posed by the revelation included: What options were available to Martin's management before and after the revelation in order to effectively deal with situations that could have jeopardized Martin's career and future projects? Should those close to Martin have planned for a potential brand repositioning strategy? If so, how should they have handled it?

The entrepreneur owner of Proof Engineering is facing a difficult decision: whether to sell his family business to a large corporation and shift to a corporate career or abandon the deal and continue as an entrepreneur. Following a setback from a previous deal in which he sold 50 per cent of his company, the entrepreneur has managed to grow Proof Engineering into a successful international enterprise. However, this second offer presents many potentially lucrative opportunities. There are a number of motivations involved in the decision to sell - including personal, financial and business considerations.

This three-part case series examines the change management challenge of putting corporate marketing at the top of the corporate executive suite (C-suite) agenda in a business-to-business (B2B) multinational. It follows the four-year journey, from 2010 to 2014, of Mauricio Adade, the newly appointed chief marketing officer (CMO) of Royal DSM - a global leader in life sciences and material sciences headquartered in the Netherlands. The case series, together with the video supplement, delves into the issues faced by the company's top leadership, including Adade, in its effort to transform a diversified industrial company into an organization with best-in-class marketing and sales capabilities. Case A begins by highlighting the culture and organizational structure of Royal DSM and the decision to raise the profile of headquarters-based corporate marketing, with the appointment of Adade in 2010. It discusses the marketing and sales excellence project launched by the new CMO during his first year at the helm and concludes by putting the spotlight on the resistance posed by the company's most powerful stakeholders: the business group leaders. Case B focuses on the implementation journey during the period 2011-2014. Adade and his team adopted a new plan of action and positioned the corporate marketing department as a partner that worked with the business groups to deliver projects with quantifiable results. Did the new strategy work? Case C provides an update on the replacement of Adade (announced in December 2014) and allows for a discussion on the challenges that lie ahead for the new CMO and the organization as a whole.

Beth Wozniak, President of Honeywell Environmental and Combustion Controls (ECC) at Honeywell International Inc., spun around in her office chair, reflecting about how the classic, mature thermostat industry was rapidly evolving. In February 2014, Google paid $3.2 billion to acquire Nest Labs, a new startup whose goal was to reinvent unloved home devices, such as thermostats and smoke alarms. Their smart thermostats posed a threat to the traditional thermostat business, and it was essential that Honeywell determine the best way to respond. In addition to selling thermostats, Nest had ambitious plans to facilitate connections between Nest and other companies, making it easier for consumers to save money and energy. Many companies were developing smart, connected products that could be controlled remotely. But who really wanted to check ten different apps to make sure the heat was down, the doors were locked, and the lights were turned off? The Internet of Things (IoT) redefined the potential of industries, allowing a company that created a smart, connected product to develop an entire system of products that worked together. How would Honeywell, the mature, industrial company in a basic, mechanical business, compete with the new startup bought by Google and developing its own ecosystem - notably giving away thermostats to AirBnB in return for selling data to utilities?

In 2010, Human Rights Watch, a well-regarded international NGO, approached Barrick Gold asserting that members of the company's security force at the Porgera Gold Mine in Papua New Guinea had on multiple occasions raped women who were trespassing onto the mine's waste dumps in search of gold. Subsequent investigations identified significant evidence to support the allegations, and the revelations led to broad ranging change at both Porgera and at Barrick more generally. Drawing heavily on the United Nation's Guiding Principles on Business and Human Rights (GPs), Barrick not only moved to make efforts to provide restitution to the women involved, but also designed and rolled out a comprehensive set of policies designed to embed the protection of human rights into the entire company. Barrick also played a central role in leading the development of an auditing and verification framework for the Voluntary Principles on Security and Human Rights (the VPs), a set of commitments embraced by most of the world's largest extractive companies. The case provides students with an opportunity to analyze the challenges that arise from operating in environments with weak state institutions; to examine the challenges of implementing voluntary frameworks, such as the GPs or VPs, and their potential as alternatives to state institutions; to learn about the field of business and human rights; and to develop an analytic framework for evaluating the responsibilities of business leaders to society, especially from the perspective of human rights.

In 2014, Paris Baguette was the largest bakery chain in South Korea with 3,200 stores throughout the country and 178 locations in China, Southeast Asia and the United States. Since 1988, the company had vertically integrated with ingredient suppliers and developed its own food processing capability, giving it considerable control over the value chain. In addition, it had developed an innovative franchise arrangement that allowed for improved cash flow from operations. However, in response to domestic market saturation, intense competition from local and multinational bakery chains and independent bakeries and a recent change in government regulations, its chief executive officer is wondering how best to achieve his goal of operating 6,000 stores in 60 countries worldwide and achieving revenue of KRW4 trillion by 2020. He is also considering whether it would be better to focus instead on improving the profitability of the company's domestic operations and delay his expansion plans.

Most talented executives can recognize when an acquisition has strategic or financial benefits, and in this case, the decision to be acquired was an appropriate exit strategy for a successful start-up. Peter Street's start-up had been growing quickly and was building a reputation for reliability in a booming industry when a Japanese firm offered to pay a premium for the U.S. firm. Having done business in Japan (and extensively with the acquiring company) before the sale of his company, Street entered the acquisition with enthusiasm. As part of the deal, Street's former company would continue to operate in the United States as a division of its parent company and Street would remain as CEO. A few months into the transition, however, Street discovered a huge difference between working with and working for the Japanese firm. Cultural norms for confronting seemingly small problems quickly became bigger operational issues, and Street experienced a growing dichotomy between corporate (in Japan) and his division (in the United States). This case focuses on the challenges of implementing a cross-border acquisition.

Germany's Chancellor Angela Merkel faced economic and moral pressure to encourage greater immigration from struggling European, and especially Eurozone, countries after the economic downturn that began in 2008. In fact, it was possible that both the Euro currency union and the European political union depended on increasing migration across member countries, including into Germany. But German domestic politics made Merkel's decision a difficult one. Instructors may also obtain a Teaching Note, written by this case's author, that provides suggestions for using this case effectively in the classroom.

In April 2014, Hector Guerra (GMP 16) was discussing his company's dilemma with his living group of the General Management Program (GMP) at the Harvard Business School. Guerra was Vice President of Operations at Evans Food, a $100 million company, which produced pork rinds - salty snacks made out of pork skin - and sold at some of the largest US retailers such as HEB, Meijer, ALDI and Wal-Mart. In the last few years, the cost of pork skin had increased dramatically but Evans Food's selling price to its customers had not kept pace with the increase in raw material costs. The company was losing money on some of the largest accounts but it seemed difficult, if not impossible, to seek price increase from multibillion-dollar retailers.

Tracks the first six months of a recent MBA grad, Tim Keller, at Katzenbach Partners, a boutique consulting firm focused on organizational change and strategy. Covers how Keller initially struggles with his assignment and ends with a question of whether or not he should attend a meeting that he was not invited to, where more senior consultants plan to implement the system dynamics tool that he was responsible for creating-on a Sunday when he had a major personal engagement.

The Ethics Advisory Committee of the Institute of Chartered Accountants in England and Wales (ICAEW) provides training and support for member Chartered Accountants to help them deal with difficult professional situations. Members can seek help through through call centers and in person meetings with accounting experts in the field to discuss how to best handle difficult situations. In addition, the Ethics Advisory Committee meets regularly to identify new issues that raise questions for professional standards. This case examines professional standards for ICAEW Chartered Accountants and a number of challenging ethical situations that members have faced.

This case introduces students to the topic of mergers and acquisitions. At the time that Microsoft purchased aQuantive there was a mixed reaction by analysts and investors on whether this transaction would increase shareholder value. Ultimately the transaction turned out to be a colossal failure, and Microsoft received a substantial amount of bad press. This case allows students to discuss firm's grow strategies (through mergers and acquisitions vs. organic growth) from both an economic perspective and through the accounting lens. The case offers an opportunity to introduce accounting for mergers and acquisitions, i.e., purchase price allocation rules, and other specific accounting issues associated with mergers and acquisitions in the internet advertising setting.

In 2015, the I-PASS Patient Handoff Program Team, led by six pediatricians around the U.S., had to determine the best way to disseminate their program that had been proven to reduce communication errors in patient handoffs in hospital settings. Should they turn it into a standalone business, continue publishing in academic journals, license their content to an established medical vendor, or do some combination of these? This case allows students to develop and evaluate approaches to disseminating simple and proven innovations with complex service settings.

This case assesses Actis' optimal exit route for Umeme, a Ugandan electricity distribution company in their investment portfolio. Actis, a private equity firm that invests exclusively in Africa, Asia, and Latin America, had spent seven years substantially transforming Umeme. In their search for a suitable exit, the partners at Actis weighed their ability to leave Umeme well positioned to continue the operational and financial improvements that Actis had made during their investment period, while also ensuring a robust return for Actis' investors. By exploring the various routes available to Actis, this case demonstrates the factors at play in the creation of social and economic gains through private equity investment.

In late January 2009, the assistant deputy minister of Industry Canada was considering how to design the Knowledge Infrastructure Program, which had unexpectedly been assigned to the department in the recent federal budget. A $2 billion spending program focused on knowledge infrastructure, its projects were required to be completed within two years. The immediate goals were to provide a significant short-term economic stimulus and help create jobs during the economic recession. The long-term objective was to fund the modernization plans of universities and colleges. However, there were severe challenges that had to be met: the program must begin within 120 days; there were significant staff constraints in the department; the regulatory process and Auditor General's standards must be followed and met; accountability standards had to be addressed; and the political element (both federal and provincial) of project selection must be taken into account. How could the program be designed and administered quickly despite the department`s limited capacity?

IMAX is a Canadian-based company synonymous with large-format, high-quality cinematic experiences. Following four decades of innovation, the bulk of its revenue now comes from providing technology to mainstream movie studios and multiplex exhibitors. IMAX has more than 900 cinema screens in 58 countries, with nearly half of them located in North America. Its chief executive officer believes that the route to becoming a billion-dollar company involves adding 1,200 screens in markets outside of North America. If about a third of new worldwide screens are designated for Brazil, Russia, China and India - the BRIC economies - how should IMAX allocate these new screens by country and by city?

A young graduate student finds himself in hot water when he is sued by John Wiley & Sons, Inc., for reselling textbooks overseas for a profit. This case explores the first-sale doctrine-a section of the Copyright Act of 1976-as well as citation of three additional decisions. The B case reveals the Supreme Court verdict. This case is used in a business law course elective at the McIntire School of Commerce.

In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date, primarily sold its solution to health plans, which then provided online care services to their members using their own brand name. But while American Well attracted some of the largest U.S. health insurers as clients, a surprisingly small number of individual members had actually used the online care service. American Well management believed low consumer awareness-the result of insufficient marketing by health plans, among other factors-was hampering uptake of what should be a highly valuable offering for all stakeholders involved. They wondered if a DTC approach, in which American Well would become a consumer brand and market a telehealth service directly to the public, for example through a mobile app, could drive utilization and catapult the business to the next level. If a DTC offering were given the green light, the company had to come up with a coherent marketing plan to launch it and figure out how to manage potential conflicts with existing clients, who might view the move as competing with their own telehealth efforts. Moreover, the move had to be considered in light of other initiatives the company had recently embarked on, such as marketing its platform to pharmacy chains, targeting large employers, and selling kiosks that provided a physical space to conduct online consultations. The case forces students to grapple with the challenges and barriers involved in disrupting an established industry, examine alternative go-to-market strategies and the timing of implementing them, and consider different business models to manage supply and generate revenues. The case also offers a rich analysis of digital marketing issues.