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Darden University of Virginia (USA)
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Brandefy: Approaching Expansion with Marketing Analytics
Yemen, Gerry; Mortimer, Steven M.; Boichuk, JeffCase DARDEN-M-0962-EMarketingThis field-based case allows instructors to explore the world of data analytics with students, using Brandefy, a startup company, and its plan to expand its app into additional categories of the grocery store as a sandbox for learning. Using R (or some other statistical programming language/software, such as Python, SAS, Stata, or SPSS) and retail scanner data from 84.51˚ (https://www.8451.com/area51), the case sets the stage for instructors to e...Starting at €8.20
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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US–China Tensions in Class (A): International Politics Meets Interpersonal Relationships
Chen, Ming-Jer; Whittle, Mary Summers; Fairfax, Lydia; Feng, JianYe (Jacky)Case DARDEN-S-0332-EStrategyThis four-part case series examines the numerous, often subtle ways in which international and interpersonal relations intersect. When an American MBA student types a controversial comment about China into the virtual chat box of an online class on emergiStarting at €8.20
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US–China Tensions in Class (D): Bruised Feelings
Chen, Ming-Jer; Whittle, Mary Summers; Fairfax, Lydia; Feng, JianYe (Jacky)Case DARDEN-S-0335-EStrategyThis four-part case series examines the numerous, often subtle ways in which international and interpersonal relations intersect. When an American MBA student types a controversial comment about China into the virtual chat box of an online class on emergiStarting at €5.74
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US–China Tensions in Class (B): Balancing the Professional, Political, and Personal
Chen, Ming-Jer; Whittle, Mary Summers; Fairfax, Lydia; Feng, JianYe (Jacky)Case DARDEN-S-0333-EStrategyThis four-part case series examines the numerous, often subtle ways in which international and interpersonal relations intersect. When an American MBA student types a controversial comment about China into the virtual chat box of an online class on emergiStarting at €5.74
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Just: Positioned to Target Mainstream Tastes? (A)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCase DARDEN-M-0956-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Starting at €8.20
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Brand Activism
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTechnical Note DARDEN-M-0963-EMarketingThis technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can take. Specifically, students are introduced to the concepts of both progressive and regressive brand activism, in addition to the different causes the activist efforts may champion, whether social, legal, or environmental, to name a few. In order to ...Starting at €8.20
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Expanding the MBA Experience: The Student Case Writer Perspective
Chen, Ming-Jer; Fairfax, Lydia; Whittle, Mary SummersTechnical Note DARDEN-S-0358-EStrategyAt many leading business schools, cases are written only by professors or professional case writers. At the Darden School of Business, however, MBA students may also write cases. Case writing helps students to gain tangible business writing and communication skills, to sharpen their business acumen, to understand better the key concepts learned in the classroom, and to prepare for the practical rigors of the workplace. This technical note explo...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (B)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCase DARDEN-M-0957-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Starting at €5.74