This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Darden University of Virginia (USA)
-
Compact Fluorescent Bulbs: 15 Years Later
Spekman, Robert E.; Farris, Paul W.; Webb, MarjorieCase DARDEN-M-0766-EMarketingCompact fluorescent bulbs (CFLs) lasted five to six times longer-8,000 to 12,000 hours-than comparable incandescent bulbs and consumed 75% less energy. By July 2008, prices had fallen as low as $2 or so per bulb, compared with $0.25 for standard bulbs. But manufacturers had yet to crack the code on how to get consumers to choose these innovative energy-efficient light bulbs over standard bulbs.Starting at €8.20
-
Using Social Media in the B2B Context
Spekman, Robert E.; Dotson, ElianeTechnical Note DARDEN-M-0778-EMarketingBusiness-to-business marketers have begun to appreciate the value social networks -- specifically, the use of social media -- to nurture relationships with current customers and to reach one’s potential customers. This note explores the different facets of social media: what it is, what the risks are, and how best to harness it for use in a B2B context. Despite skepticism regarding their efficacy and whether they accomplish the goals established ...Starting at €8.20
-
Customer Segmentation in Business-to-Business Markets
Spekman, Robert E.; Stein, JoshuaTechnical Note DARDEN-M-0792-EMarketingThe purpose of this note is to help students better understand the concept of customer segmentation in a business-to-business (B2B) context, focused on such topics as the role segmentation plays in the larger marketing strategy of which it is a part, the process, primary approaches, and variables.Starting at €8.20
-
Infoterra GmbH
Spekman, Robert E.; Plotner, Olaf; Gogdun, BulentCase DARDEN-M-0796-EMarketingAfter launching a new radar satellite, the satellite data subsidiary of a large aerospace firm is pressured to increase revenues by EUR250 million over the satellite's lifespan--seven years. Mindful of an explosion of both military and commercial radar data applications, the firm's marketing director considers a completely new sales and marketing approach.Starting at €8.20
-
ExAblate Neuro
Spekman, Robert E.; Thames, MatthewCase DARDEN-M-0888-EMarketingThis case examines InSightec, a company that had pioneered a therapeutic medical technology known as magnetic-resonance-guided focused ultrasound surgery with a product line named ExAblate. Further developing the technology to include brain treatments in a product called ExAblate Neuro, InSightec had the proprietary ability to safely penetrate the skull en route to a targeted lesion. Among other ailments, essential tremor (ET) appeared to be effe...Starting at €8.20
-
The Apple iPhone - Teaching Note
Farris, Paul W.; Spekman, Robert E.; Mitchell, JamesTeaching Note DARDEN-M-0765TN-EMarketingTeaching note for product M-0765Starting at €0.00
-
Sullair: Redefining Its Channel of Distribution - Teaching Note
Spekman, Robert E.Teaching Note DARDEN-M-0772TN-EMarketingTeaching note for product M-0772Starting at €0.00
-
Marketing Plan Development
Spekman, Robert E.Technical Note DARDEN-M-0848-EMarketingThis note describes in detail the components of a marketing plan and the process by which data are collected and the plan is developed. Its objective is to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan.Starting at €8.20
-
The Novartis Foundation for Sustainable Development: Tackling HIV/AIDS and Poverty in South Africa (A)
Werhane, Patricia H.; Mead, JennyCase DARDEN-E-0303-EBusiness Ethics and Corporate Social ResponsibilityIn 1998, Klaus Leisinger and Karin Schmitt of the Novartis Foundation for Sustainable Development in Basel, Switzerland, were approached by a sociologist who wanted help in launching a pilot program in Tanzania to deal with the crisis of the more than 8 million HIV/AIDS-orphaned children in sub-Saharan Africa. The proposed program was unusual in that it addressed the psychological and social traumas these children experienced. The other unusual a...Starting at €8.20
-
Started as Crew (B): Darlene Calhoun and McDonald's
Werhane, Patricia H.; Hartman, Laura P.; Sheehan, Justin; Mead, JennyCase DARDEN-E-0309-EBusiness Ethics and Corporate Social ResponsibilityMcDonald’s Corporation, the behemoth of the fast food industry, has taken its share of criticism - even ridicule - over the years. The image of the company suffered as the public began to perceive its jobs as dead-end, unskilled, and unstimulating. The term “McJob,” coined by an author in 1991, was slang for a low-paying job that required little skill and provided little opportunity for advancement. But in many ways, McDonald’s Corporation defied...Starting at €5.74