Ivey Publishing
A Couple of Squares: E-Commerce Opportunities for Growth (B)
Product Number:
9B13A005
Publication Date:
03/14/2013
Revised Date:
03/13/2013
Length:
4 pages (4 pages of text)
Product Type:
Supplement
Source:
Ivey
A small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case 9B13A004, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform.

The multimedia elements of the case 7B13A004 will add to the richness of the conversation.
Learning Objective:
  • To teach fundamental pricing concepts, including margin, markup and the impact of cost structure on pricing.
  • To demonstrate the interplay between marketing and operations, with a possible opportunity for a marketing professor and an operations professor to co-teach the case.
  • To investigate the implications surrounding pricing within a small, entrepreneurial business environment.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Manufacturing
Setting:
Canada, Small, 2012
Intended Audience:
Undergraduate/MBA
Price:
$2.55 CAD / $2.55 USD Printed Copy
$2.25 CAD / $2.25 USD Permissions
$2.25 CAD / $2.25 USD Digital Download
Associated Materials
Use With: 9B13A004 (14 pages) , 7B13A004 (35 min)
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