Authored by a team of five Ivey professors, “Michael McCain: Tweeting on the Maple Leaf Foods Account” is one of the shortest case in Ivey Publishing’s case collection, but also one of the most innovative. Uniquely written in the form of just seven tweets, this case addresses the potential repercussions within Maple Leaf Foods Inc. following CEO Michael McCain’s decision to tweet his personal political views from the company’s Twitter account – all from a cross-enterprise perspective.

In this episode, we’re joined by two of the case’s authors, Steve Foerster and Gerard Seijts to explore the genesis of the case, the innovative ways it can be taught, teaching from a cross-enterprise perspective, and disruption and innovation in the case writing process.

Gerard Seijts is a professor of organizational behaviour at Ivey Business School and is the executive director of the Ian O. Ihnatowycz Institute for Leadership.

Steve Foerster is a finance professor at Ivey Business School.

For more information on the case, please visit How I teach it: Michael McCain: Tweeting on the Maple Leaf Foods Account.