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Product Overview

This case was written to explore the interaction effects between a change in three factors: business strategy, corporate image, and corporate identity. The story allows the instructor to examine the failure of a major re-branding and re-positioning c&aign, as well as to delve into the role that a CEO plays in such a change. The "A" case is written as a problem-solving and recommendation oriented situation; the "B" case examines the company response; the "C" case presents the dismissal of the CEO. There is a teaching note available.