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Unlock the Mysteries of Your Customer Relationships
Avery, Jill; Fournier, Susan; Wittenbraker, JohnArticle HBS-R1407E-EMarketingDespite the $11 billion spent on CRM software annually, many consumer companies don't understand customer relationships at all. They aren't aware of the variety of relationship types and don't understand what kind their customers want. Through research in a wide variety of consumer industries, the authors have identified 29 types of relationships. For example, some customers want to be "best friends" with a brand; others are looking for a passion...Starting at €8.20
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She wou...Starting at €8.20
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Breaking Down Barriers, Rebuilding Walls: The Role of Community Development Loan Funds
Fairchild, Gregory B.; Thomas-Kennedy, JackieTechnical Note DARDEN-ENT-0108-EEntrepreneurshipCommunity Development Loan Funds (CDLFs) make up the largest sector of the community development finance industry, with more than 800 certified CDLFs. Ninety-eight percent of CDLFs are nonprofit, servicing mainly the small business sector, with the help of the CDFI Fund, the Small Business Administration, and, increasingly, mainstream banks. CDLFs venture into risky areas where others sometimes fear to go, yet they have high repayment figures and...Starting at €8.20
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Understanding FICO Scores
Fairchild, Gregory B.; Black, Christina; Jones, Liz Ivaniw; Fairchild, TierneyCase DARDEN-F-1866-EFinanceDavid Simmons is a waiter at a struggling Italian restaurant located down the block from where he lives. Money is tight for him right now, as his limited income means he lives paycheck to paycheck. However, David knows things will look up for him soon because he was recently offered a job as a bank teller across town—his first desk job. This case helps students learn about building credit. The case addresses what a FICO score is, who computes it,...Starting at €8.20
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Devils Backbone Brewing, LLC: An Idea Brews
Fairchild, Gregory B.; Floyd, CaseyCase DARDEN-S-0300StrategyThis case is used in Darden´s required first-year course, "Strategic Thinking and Action." In 2015, Steve and Heidi Crandall, the founders of Devils Backbone Brewing, LLC (DBB), were looking back on eight years of unanticipated success and significant growth. DBB had created a destination, a brand, and beer that drew people from all over, and it was the largest craft brewery in its region. The entire community, not just loyal beer drinkers, had ...Starting at €8.20
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Devils Backbone Brewing, LLC: An Idea Brews
Fairchild, Gregory B.; Floyd, CaseyCase DARDEN-S-0300-EStrategyThis case is used in Darden's required first-year course, "Strategic Thinking and Action." In 2015, Steve and Heidi Crandall, the founders of Devils Backbone Brewing, LLC (DBB), were looking back on eight years of unanticipated success and significant growth. DBB had created a destination, a brand, and beer that drew people from all over, and it was the largest craft brewery in its region. The entire community, not just loyal beer drinkers, had s...Starting at €8.20