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Cases

Demarketing Soda in New York City

In 2013, New York City Mayor Michael Bloomberg tried and failed to institute a ban on serving sizes of large sugary beverages. Obesity posed a large public health risk to the city. Mayor Bloomberg’s proposed ban was one of many attempts to combat…

Cancer Screening in Japan: Market Research and Segmentation

Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness of breast cancer in Japan rose from 55% to 70%, but the incidence of breast cancer screenings…

Access Health CT: Marketing Affordable Care (Parts A & B)

At the close of open-enrollment in March of 2014, Kevin Counihan, CEO of Access Health CT, Connecticut’s state health insurance exchange, stops to consider the success it has experienced so far and think about how to ensure its long-term…

23Andme: Genetic Testing for Consumers (Parts A, B, & C)

On November 22, 2013, the direct-to-consumer genetic testing provider, 23andMe, received a letter from the U.S. Food and Drug Administration (FDA) ordering the company to halt the sale and promotion of its genetic testing kit. The FDA stated that the…

Pfizer Astrazeneca: Marketing an Acquisition (Parts A & B)

In 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in…

Mental Health and the American Workplace

Mental illness has been described as an epidemic affecting nearly a quarter of all Americans in their lifetimes, often during their most productive working years. Managers who can design organizations that maximize mental health can minimize these risks…

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