Major Papers


Case-based research facilitates two major objectives. First, it provides insights into a company, which informs managerial decision-making. Second, case-based learning allows a classroom to evaluate a real problem facing a business. In doing so, an instructor focuses on the options, criteria and decision. Also, an instructor uses the case as a tool, from a pedagogical perspective, to reinforce course material.

The following two cases provide scenarios where a business is uncertain of how to overcome challenges. The decision-maker is provided with information in order to evaluate the options, weigh the options against the criteria and decide which option is ideal. The first case considers whether a business should open a new retail store. This case outlines distribution issues related to expansion, which allows a classroom to discuss marketing strategy from a customer service perspective. The second case considers how a business should establish its brand in a new geographic market. This allows a classroom to evaluate the company’s current brand and devise a plan in order to optimally leverage its marketing expertise into establishing the brand in a new market. Additionally, each case has a teaching note that allows an instructor to relate the cases to course material, established frameworks and academic theory.

Primary Advisor

Peter Voyer

Program Reader

Dave Bussiere

Degree Name

Master of Business Administration


Business Administration

Document Type

Major Research Paper

Convocation Year