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)
-
Conundrum Calls (A) and (B) - Teaching Note
Gentile, Mary; Hoch, Julia; Desai, Dhruv; Pereira, Fernando; Ge, Terrance; Shaw, LaurenTeaching Note DARDEN-OB-1352TN-ELeadership and People ManagementTeaching Note for products OB-1352 and OB-1353Starting at €0.00
-
Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0849-EMarketingThis case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discus...Starting at €8.20
-
Conundrum Calls (B)
Gentile, Mary; Hoch, Julia; Desai, Dhruv; Pereira, Fernando; Ge, Terrance; Shaw, LaurenCase DARDEN-OB-1353-ELeadership and People ManagementHaving just moved from the sales department to the marketing team at a start-up, Lisa is confronted with a dilemma. Part of the reason she switched departments was to improve the strained relationship between the two departments. Her first assignment is to call competitors, pretending to be a customer, to get their pricing information. Lisa doesn’t want to lie, but feels a responsibility to her new boss, her old boss who advocated for her, and bo...Starting at €5.74
-
Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0663-EMarketingThis case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and p...Starting at €8.20
-
Product-Line Strategy at Porsche: The Effect of New Models on the Porsche Brand and the 911
Farris, Paul W.; Kang, Eric; Mitchell, JordanCase DARDEN-M-0695-EMarketingThe Porsche 911 has long been the face of the company's product line. Over the years, Porsche has added models priced either above or below the 911, but only the lower-priced models have sold well. Porsche seems to struggle between what an executive calls the "pull of the market" and the "tug of brand equity." This case provides an opportunity for students to analyze the optimal breadth of a product line that will balance sales, profitability, de...Starting at €8.20
-
Conundrum Calls (A)
Gentile, Mary; Hoch, Julia; Desai, Dhruv; Pereira, Fernando; Ge, Terrance; Shaw, LaurenCase DARDEN-OB-1352-ELeadership and People ManagementHaving just moved from the sales department to the marketing team at a start-up, Lisa is confronted with a dilemma. Part of the reason she switched departments was to improve the strained relationship between the two departments. Her first assignment is to call competitors, pretending to be a customer, to get their pricing information. Lisa doesn’t want to lie, but feels a responsibility to her new boss, her old boss who advocated for her, and bo...Starting at €8.20