Skip to main content
The independent home of the case method - and a charity. Make an impact and  donate
 
 
More search options
Basket icon
No items
Basket icon

Product details

Product details
By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Thumbnail image for product with reference number 9B10AF032
Health Care Center for the Homeless: Changing with the Times
Case
-
Reference no. 9B10AF032
French language
Subject category: Marketing
Authors: Mary Conway Dato-on (Rollins College); Eileen Weisenbach Keller (Haile College of Business, Northern Kentucky University)
Published by: Ivey Publishing
Originally published in: 2010
Version: 2011-03-08
Length: 14 pages
Data source: Field research
Topics: Change management; Branding; Brand orientation; Health care; Non-profit management; Florida, United states; Marketing
Share a link: https://casecent.re/p/118753
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

This is a French version. Bakari Burns, CEO of the Health Care Center for the Homeless (HCCH) in Orlando, Florida, was faced with the daunting task of rebranding the organization. He knew that the organization experienced difficulty with recognition and marketplace distinction, primarily due to the public's misconceptions about the relationship between HCCH and the Coalition for the Homeless of Central Florida. An external consulting team offered several recommendations for change, including an amended name and redesigning all marketing materials. This advice and changes in the external environment made it an excellent time to reposition and refocus the organization. Recognizing the need for a new strategy and implementing that strategy were not the same; Burns was not sure how to lead the organization through the change process.
Location:
United States
Size:
Small
Other setting(s):
2009
Thumbnail image for product with reference number 8B10A032
Health Care Center for the Homeless: Changing with the Times
Teaching note
-
Reference no. 8B10A032
Subject category: Marketing
Authors: Mary Conway Dato-on (Rollins College); Eileen Weisenbach Keller (Haile College of Business, Northern Kentucky University)
Published by: Ivey Publishing
Originally published in: 2011
Version: 2011-03-22
Length: 14 pages
Data source: Field research
View full details
Thumbnail image for product with reference number 9B10A032
Health Care Center for the Homeless: Changing with the Times
Case
-
Reference no. 9B10A032
Subject category: Marketing
Authors: Mary Conway Dato-on (Rollins College); Eileen Weisenbach Keller (Haile College of Business, Northern Kentucky University)
Published by: Ivey Publishing
Originally published in: 2011
Version: 2011-03-08
Length: 12 pages
Data source: Field research
Topics: Change management; Health care; Non-profit management; Branding
View full details

About

Abstract

This is a French version. Bakari Burns, CEO of the Health Care Center for the Homeless (HCCH) in Orlando, Florida, was faced with the daunting task of rebranding the organization. He knew that the organization experienced difficulty with recognition and marketplace distinction, primarily due to the public's misconceptions about the relationship between HCCH and the Coalition for the Homeless of Central Florida. An external consulting team offered several recommendations for change, including an amended name and redesigning all marketing materials. This advice and changes in the external environment made it an excellent time to reposition and refocus the organization. Recognizing the need for a new strategy and implementing that strategy were not the same; Burns was not sure how to lead the organization through the change process.

Settings

Location:
United States
Size:
Small
Other setting(s):
2009

Related

Thumbnail image for product with reference number 8B10A032
Health Care Center for the Homeless: Changing with the Times
Teaching note
-
Reference no. 8B10A032
Subject category: Marketing
Authors: Mary Conway Dato-on (Rollins College); Eileen Weisenbach Keller (Haile College of Business, Northern Kentucky University)
Published by: Ivey Publishing
Originally published in: 2011
Version: 2011-03-22
Length: 14 pages
Data source: Field research
View full details
Thumbnail image for product with reference number 9B10A032
Health Care Center for the Homeless: Changing with the Times
Case
-
Reference no. 9B10A032
Subject category: Marketing
Authors: Mary Conway Dato-on (Rollins College); Eileen Weisenbach Keller (Haile College of Business, Northern Kentucky University)
Published by: Ivey Publishing
Originally published in: 2011
Version: 2011-03-08
Length: 12 pages
Data source: Field research
Topics: Change management; Health care; Non-profit management; Branding
View full details