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Product cover image for Defeat Duchenne Canada: Scaling Up a Charitable Organization

Defeat Duchenne Canada: Scaling Up a Charitable Organization

Robert Mackalski, Mary Dellar, Marc Ducusin

Product #:W30129
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:Canada, 2022
Details:Case (PDF) • 8 pages • 2023-02-17

Subjects:

BrandingBrand managementMarket segmentationSales and marketingMarketingStrategy

Industries:

Public administration and nonprofits

Geography:

North AmericaCanada
Your Price:$10.54

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In February 2022, the chief executive officer of Defeat Duchenne Canada was eager to scale up the operations of his charitable organization, from its local origins in London, Ontario to a national and impactful venture. The management team had to find the best way to develop awareness of Duchenne muscular dystrophy to secure much-needed funding for research and improve access to treatment for the rare disease. Despite facing multiple resource constraints, including a name and branding change from Jesse’s Journey to Defeat Duchenne Canada, the team had to focus its efforts on generating the greatest impact.

Learning Objectives

This case is suitable for introductory courses in marketing, marketing strategy, services marketing, and brand management at the undergraduate or graduate levels. The case can also be used in courses that focus on marketing in relation to not-for-profit organizations and in similar executive-level courses. This case offers students insight on the issues of segmentation and branding for a charitable organization. After working through the case and assignment questions, students will be able to
  • appreciate the complex marketing challenges of a charitable organization that focuses on a rare disease;
  • evaluate brand identity and company name change for a charitable organization;
  • analyze and prioritize the stakeholder groups and segments of a charitable organization;
  • create a business strategy driven on a target audience to scale a resource-constrained organization; and
  • develop appropriate messaging for a charitable organization.
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Case Study: Defeat Duchenne Canada: Scaling Up a Charitable Organization (English version) | Ivey Publishing