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Branding the Master Brander (A): Positioning Procter & Gamble's Employer Brand -Teaching Note
Whitler, Kimberly A.Teaching Note DARDEN-M-1004TN-EMarketingTeaching Note for productStarting at €0.00
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Employer Branding: What It Is and Why It Matters
Whitler, Kimberly A.; Young, SarahTechnical Note DARDEN-M-1003-EMarketingThis technical note outlines what an employer brand is, how it relates to a consumer brand, and why it matters. It allows students to be able to put their knowledge to the test by evaluating the attribute ratings among seven different top employer brands. Finally, they will have a better understanding of how to assess, build, and enhance a company’s employer brand.Starting at €6.75
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Snack Time with Generation Z (C)
Cian, Luca; Brewster, MeadeCase DARDEN-M-1001-EMarketingThis case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery aisle, and target market), the rest of the product development is up to the team of marketers and research and developers. The assignment is split into three parts to give students the opportunity to suggest next steps, and then learn what the team a...Starting at €6.75
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Snack Time with Generation Z (A)
Cian, Luca; Brewster, MeadeCase DARDEN-M-0999-EMarketingThis case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery aisle, and target market), the rest of the product development is up to the team of marketers and research and developers. The assignment is split into three parts to give students the opportunity to suggest next steps, and then learn what the team a...Starting at €6.75
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Text Analytics: Turning Words into Data
Venkatesan, Rajkumar; Gibbs, SheaTechnical Note DARDEN-M-0986-EMarketingThe searchable internet contains almost 2 billion websites. And new, text-rich sites are being added at a rapid pace: more than 700 million popped up from 2016 to 2017, according to the International Real Time Statistics Project. A lot of this web-based text is relevant to marketers: online product reviews, information about purchasing behavior, customer-to-customer interactions, and transcribed tele-sales calls. Marketers now have more informati...Starting at €6.75
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I.M.A.G.E. International (Spanish Version)
Newton, Derek A.; Spekman, Robert E.; Ranson, AlexandraCase DARDEN-M-0958MarketingTraducción al español de la versión del 28 de febrero de 2019 del caso UVA-M-0417. Este caso promueve la comprensión y familiariza a los estudiantes con los incentivos no financieros. El caso describe los principales elementos que intervienen en la creación de una fuerza de ventas de alto rendimiento; Las prácticas, políticas y filosofías que se revelan sobre las formas de motivar a las personas proporcionan una base para la discusión de los estu...Starting at €6.75
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Netflix, Inc.: The Mouse Strikes Back
Venkatesan, Rajkumar; Gibbs, Shea; Shively, DanielCase DARDEN-M-0975-EMarketingIn 2017, Disney announced that in 2019 it would launch Disney Plus, a subscription-based streaming video service that promised to rival Netflix, the dominant player in the market. This was the latest advancement in the history of movie rentals, which had first exploded in the 1980s with the advent of videotape and had gone through several technological transformations before reaching the age of streaming in the 2010s. At the time of Disney’s anno...Starting at €6.75
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Boots Unlimited: Getting a Foot in the Door (A), (B), and (C) - Teaching Note
Farris, Paul W.; Goldberg, RebeccaTeaching Note DARDEN-M-0970TN-EMarketingTeaching note for product M-0970Starting at €0.00
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Hero Baby Southern Europe (Italian Version)
Gómez González, C.; García del Pueyo, J. L.Case IIST-MI-179-I-ITMarketingHero is a Swiss multinational with a history of over a hundred years. Although the company traditionally manufactured jams, it entered the infant feeding market in 1985 when it carried out a test that began in Spain. Hero has three major international divisions: jams, cereals, and baby food. However, this case focuses on the infant food division, called Hero Baby, and more specifically on the three markets of the Southern European division: Spain...Starting at €6.75
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Castillo de Canena: ¿Cómo implementar una Estrategia Omnicanal eficaz?. Nota del Instructor
Villafuerte Martín, A.; Arribas Hervás, L.Teaching Note IIST-MITN-186MarketingEn enero de 2019 Castillo de Canena, una de las empresas líderes en el segmento ultrapremium del aceite de oliva virgen extra (AOVE), se enfrentaba a una serie de retos que afectaban a su posición como una de las marcas emblemáticas. Junto a éstos, estaban surgiendo problemas cada vez más frecuentes relacionados con el canal online. A pesar de que Castillo de Canena no iba directamente a este canal, sino a través de sus distribuidores (y éstos di...Starting at €0.00