The Gabriel Hansen Cancer Foundation (predictive)

The Gabriel Hansen Foundation is a nonprofit organization whose mission is to raise money to finance the Gabriel Hansen Institute’s research activities. After a few years of rapid growth, the amount of funds the Institute was able to raise flattened out, while the Institute’s needs continued to grow. The Gabriel Hansen Foundation is under intense pressure to collect more without an increase in spending. Foundation management believed that one of the ways to achieve such a goal would be to optimize and rationalize its direct marketing strategy.

Managerially complex

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.


Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

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