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Darden University of Virginia (USA)
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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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Betting on Terrorism (A)
Freeman, R. Edward; Mead, Jenny; Mattingly, GeorgeCase DARDEN-E-0356-EBusiness Ethics and Corporate Social ResponsibilityBob Marks, an employee at the CIA’s Counterterrorist Center, was intrigued by the controversy over the proposed Policy Analysis Market (PAM), which was the brainchild of the Department of Defense’s Terrorism Information Awareness initiative. PAM would be a government-sponsored, real-money futures market aimed at providing insight into military activity and political instability, primarily in the Middle East. The proposal met with a furious outcry...Starting at €8.20
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Taxation in a Global Economy
Frank, Mary Margaret; Mattingly, GeorgeTechnical Note DARDEN-C-2328-EAccounting and ControlStudents can examine how international taxation is a system of global tax rules that apply to transactions between two or more countries. They will see how, given differing tax consequences across countries, taxpayers must incorporate tax planning into their strategic decisions to avoid excessive taxation by structuring transactions to limit their additional global tax exposure while taxpayers, seeking to maximize after-tax returns, can structure...Starting at €8.20
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Betting on Terrorism (B)
Freeman, R. Edward; Mead, Jenny; Mattingly, GeorgeCase DARDEN-E-0357-EBusiness Ethics and Corporate Social ResponsibilityThe Pentagon decides to abandon a proposed government-sponsored, real-money futures market aimed at providing insight into military activity and political instability, primarily in the Middle East. Despite public outcry that it was tantamount to profiting from disaster, the proposal had held some merit, given the predictive power of markets. Was it right to quash it?Starting at €5.74