This case is suitable for use in upper-year undergraduate- and graduate-level courses on entrepreneurship, strategy and marketing. In upper-year undergraduate courses on entrepreneurship, or strategy the emphasis is on understanding the growth difficulties of a start-up in a controversial and rapidly evolving industry. When used in upper-year undergraduate marketing courses such as advertising, promotion, marketing communications, or a capstone course, the case can facilitate a comprehensive discussion relating to the learning objectives. When used in marketing courses at the graduate level, the case would be suitable for facilitating detailed discussions focused on brands, brand building, positioning, and associated aspects of social influence. After working through the case and assignment questions, students will be able to ·Understand the challenges of building a corporate brand for a firm whose core competencies have changed numerous times since inception. ·Understand the complexity and scope of accurately defining and building a brand within a rapidly evolving competitive landscape. ·Discuss the difficulties of branding in a changing regulatory environment characterized by extensive government control and in an industry that bears a social stigma. ·Assess the strengths and deficiencies of a company's marketing efforts, and make recommendations to strengthen the firm's brand-building strategy. ·Reinforce understanding of basic marketing concepts such as branding, brand statement, brand positioning, and brand building.

marijuana; start-up; pharmaceutical

Undergraduate/MBA

Health Care Services
Canada
Small