Ivey Publishing
Mountain Equipment Co-op: Engaging Stakeholders on Social Media
Product Number:
9B19M023
Publication Date:
04/12/2019
Revised Date:
04/12/2019
Length:
17 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In 2012, Mountain Equipment Co-op, a members-only Canadian consumers’ co-operative that sold outdoor recreational gear and clothing, underwent a major revamp of its strategic focus, which involved a change of its logo. The shift was away from the co-operative's core, outdoors-focused customer base to a wider target group that included urban and rural customers who were new to outdoor sports. The change was significant and the co-operative realized that many of its core customers—all of whom were shareholders—were upset by the shift in strategy and logo change. Mountain Equipment Co-op needed a communications plan to ease the transition.
Learning Objective:
This case is designed for use in an undergraduate- or graduate-level course on communications, social media, or crisis management. More specifically, the case can be used to illustrate how a well-established brand approaches the sensitive issue of a brand relaunch, and how managers involved in the change management process deal with pushback from core users. Following the discussion, the students will have developed their ability to
  • assess the impact of emerging communications issues;
  • identify the difficulties with communicating big changes; and
  • understand and work to overcome negative perceptions.
Issues:
Disciplines:
General Management/Strategy
Industries:
Retail Trade
Setting:
Canada, Large, 2013
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
You Might Also Like...

Save In: