During the Wendy’s Q4 investor's meeting on February 15, 2024, CEO Kirk Tanner delivered an announcement that would reverberate with profound impacts within the Wendy’s corporation and beyond.1 What began as a routine gathering took an unexpected turn, sparking a flurry of social media backlash and media scrutiny. In a virtual presentation to investors, Tanner unveiled Wendy’s ambitious plan: the implementation of dynamic pricing across its franchises through a groundbreaking $20 million digital menu board project.2

In the aftermath, Tanner and Wendy’s found themselves at the receiving end of scathing criticism across various television networks and esteemed publications like The Washington Post.3 Meanwhile, a flood of derisive social media commentary from  is gruntled customers added insult to injury. Memes and jokes proliferated about Wendy’s dynamic pricing proposal on popular platforms like Facebook.4 To Tanner’s astonishment, many had misconstrued his announcement regarding the introduction of dynamic pricing at Wendy’s outlets, drawing parallels to Uber’s controversial surge-pricing model.

In a bid to quell the uproar, Wendy’s swiftly issued a public statement on its website and through its various media channels, clarifying that the pricing adjustment aimed to offer discounts during off-peak hours rather than inflating prices during periods of high demand.5 Nevertheless, the damage had been inflicted, and the flood of jokes and outrage persisted unabated. The company grappled with the challenge of articulating and solidifying its vision for the future amidst the ongoing turbulence. 

Target Corporation: Pride Merchandise and Consumer Reaction Bao, L.; Swanson, A.; Mubvuma, S.; and O’Rourke, J. S. (editor)

As discussions on LGBTQIA+ inclusivity persist, the public debate continues about whether publicly traded organizations should voice their opinions through public advocacy. This case study spotlights Target Corporation and its twelfth annual Pride Collection launch. Target faced unforeseen financial and safety consequences in response, prompting merchandise removal.

Their future involvement in the LGBTQIA+ community remains uncertain. 9 pp. Case #23-07 (2023)

Key Words: Inclusivity, Business Strategy, LGBTQIA+, Crisis Management

Uber Technologies, Inc.: Surge Pricing and Consumer Reaction Tonongbe, G.; Pontarelli, A., and O'Rourke, J.S. (editor)

Ride-sharing giant Uber Technologies, Inc. has begun using algorithms to employ dynamic pricing strategies, popularly known as surge pricing. The company, long viewed as a disruptive force in the collaborative consumption sector now faces controversy, as well as legal and regulatory challenges. While surge pricing aims to optimize supply and demand, stakeholders' perspectives vary widely, prompting debate on fairness and unpredictability. Can surge pricing become more equitable and beneficial for all parties involved. 18 pp. Case #23-06 (2023).

Keywords: Uber, Surge Pricing, Dynamic Pricing, Ride Sharing, Ride-Sharing, Fair Pricing.

Adidas AG: Kanye West and Corporate Brand Ambassadors Carmolingo, T.; Ingram, B.; Love, A.; and O’Rourke, J. S. (editor)

This case examines the termination of the nine-year partnership between Adidas AG and music artist Kanye West, following West’s antisemitic comments on social media. The case explores the immediate public reaction, the subsequent actions of Adidas, and the financial implications for Adidas. The case also explores the risks and rewards associated with celebrity endorsements in the athletic footwear industry and analyzes the effect of such endorsements on brand reputation. The case concludes by discussing the company’s efforts to recover from the fallout and the ongoing challenges the company faces from shareholders and sneaker buyers. 13 pp.

Case #23-08 (2023).

Keywords: Adidas AG, Kanye West, Yeezy, Celebrity Endorsements, Athletic Footwear Industry, Brand Reputation.

Microsoft Corporation: Open AI and ChatGPT in the Workplace Chauhan, V.; Hough, P.; Lomeli, J.; and O’Rourke, J. S. (editor)

This business school case study explores Microsoft Corporation’s investment in a start-up called OpenAI, along with the potential impact of Artificial Intelligence on the company’s operations and future products. The case examines the actions of Microsoft’s competitors in the AI space and the regulatory environment, highlighting the importance of AI development in the 21^st century. 16 pp. Case # 23-04 (2023)

Keywords: Microsoft Corporation, OpenAI, ChatGPT, Generative Pre-Trained Transformers, Artificial Intelligence, Discriminative Fine-Tuning, Disinformation, Hallucinations, AI Algorithms,

Norfolk Southern Railway: A Disastrous Train Derailment in East Palestine, Ohio Coil, I.; Upadrasta, S.; Skukla, Y.; and O’Rourke, J. S. (editor)

A Norfolk Southern Railway train derailed in the small town of East Palestine, Ohio, releasing a large volume of hazard chemicals into the surrounding environment. Norfolk Southern CEO Alan Shaw has just become aware of the disaster and must decide how to respond, as intense criticism mounts. 13 pp. Case #23-03 (2023)

Key Words: Railroad Safety, Norfolk Southern, Disaster Response, Hazardous Materials, Crisis Communication

Live National Entertainment:

Music Industry Dominance and the Taylor Swift Ticket Debacle

DeLaMater, W.; Otchere, M.; Trematerra, L.

Live Nation Entertainment, a major concert manager, promoter, and ticket agency, faces intense criticism from artists, fans, and regulators after mishandling Taylor Swift’s Eras Tour ticket presale. Increasing scrutiny of Live Nation’s business practices and scope of operations raises questions and serious concerns regarding monopolistic power and competition throughout the music promotion and ticketing industry. 15 pp. Case #23-02 (2023)

Keywords: Taylor Swift, New Eras Tour, Ticket Presale, TicketMaster, Anti-Competitive Practices, Monopolistic Behavior

Dollar General Corporation: Brand Image, Food Deserts, and Growth Chan, R.; Ottolino, N.; and O’Rourke, J. S. (editor)

This case examines attempts to unionize Dollar General Corporation, an important and growing

U.S. retailer. Workers’ attempts to form a collective bargaining unit have encountered substantial opposition, stemming from the company’s antipathy to unions, offering low hourly wages, and engaging in what some see as unfair labor practices. Recent organizing initiatives, however, point to a potential change in the labor market. 20 pp. Case #23-01 (2023)

Keywords: Employee Relations, Conflict Management, Retail Sales, Employment Ethics, Investor Relations, Unionization

Anheuser-Busch InBev: Dylan Mulvaney and the World oflnfluencers Brady, B.; Wallick, J.; and O'Rourke, J. S. (editor)

This case examines the interaction of corporate communication, brand influencers, and social media. In 2023, Anheuser-Busch InBev agreed to a professional promotional relationship with trans-advocate Dylan Mulvaney. As a result, backlash from anti-trans critics has substantially damaged the Bud Light brand Additionally, this case explores the increasing consumer demand for companies to become corporate advocates on behalf of social issues. 12 pp. Case #23-09 (2023)

Categories/Keywords: Anheuser-Busch InBev, Bud Light, Dylan Mulvaney, Celebrity Endorsements, Corporate Communication, Corporate Advocacy, Social Media, Social Issues, Brand Management.

Electric automaker Tesla’s Autopilot technology aims to make driving safer and more convenient. Consumer misuse, however, and numerous vehicle collisions contradict Tesla’s goal. As Tesla continues to release new Autopilot updates to the public, concerns regarding the system remain. How should Tesla proceed with respect to consumer safety, consumer perceptions, and its beta testing model? 17 pp. Case #21-11 (2021)

Robinhood, an online trading platform, has revolutionized the trading industry by the incorporation of payment for order flow (PFOF). The platform has drawn many amateur investors to start investing, especially in cryptocurrencies. Controversies have arisen with the widespread use of the PFOF business model that have called for regulators to step in and possibly make changes. 12 pp. Case #21-08 (2021)

Starbucks Corporation is facing a dilemma with a group of employees in Buffalo, New York attempting to form a union in response to compensation and working conditions. Starbucks faces this labor organization effort in the context of a global pandemic and distinctive challenges facing the entire service industry. 10 pp. Case #21-09