In 2018, Amazon launches Amazon Go, a cashierless convenience store that showcases its AI-powered “Just Walk Out” system. Does Amazon Go have the power to disrupt the retail industry? How should Amazon communicate its intentions regarding AI? This case examines how a company might approach implementing an innovative, new technology.
6 pp. Case #18-01. (2018)

Maker’s Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Maker’s Mark management teams needs to decide if diluting their whiskey is the best way to meet demand. (A) Case: 7 pp.; (B) Case: 2 pp. Case #13-10 (2013)

Campbell’s Soup Company released a statement on January 7, 2016 announcing its support of mandatory national labeling of products that may contain genetically modified organisms (GMOs), and became the first major food company to begin disclosing G.M.O. ingredients in its products. How will this affect sales, and what strategies should the company use in future to communicate its position in the GMO debate? 20 pp. Case #16-04 (2016)