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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy
Whitler, Kimberly; Baum, Dan; Pasquinelli, EmilyCase DARDEN-M-1043MarketingThis case provides a chronological view of Bud Light’s sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-making process when working with influencers and other promotional partners and the steps that can be taken to minimize (and even prevent) the damage that can occur when a brand and business crisis results from a partnership. Students can explore the c...Starting at €8.20
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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy
Whitler, Kimberly; Baum, Dan; Pasquinelli, EmilyCase DARDEN-M-1043-EMarketingThis case provides a chronological view of Bud Light’s sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-making process when working with influencers and other promotional partners and the steps that can be taken to minimize (and even prevent) the damage that can occur when a brand and business crisis results from a partnership. Students can explore the c...Starting at €8.20
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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy - Teaching note
Whitler, KimberlyTeaching Note DARDEN-M-1043TNMarketingStarting at €0.00
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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy - Teaching note
Whitler, KimberlyTeaching Note DARDEN-M-1043TN-EMarketingStarting at €0.00
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Leveraging the Zone of Possible Agreement (ZOPA) to Make Pricing Decisions
Whitler, Kimberly; Hagerty, Serena; Zhang, Zhihao; Maiden, Stephen E.Technical Note DARDEN-M-1045-EMarketingA key negotiating concept, the Zone of Possible Agreement (ZOPA), allows a buyer and seller to reach a mutually acceptable price. This technical note provides an overview of ZOPA for both individual-level negotiations and company-level pricing decisions, highlighting its importance to marketing. Challenges in applying ZOPA are discussed, as well as its role in value creation and exchange. Students are encouraged to consider the real-world impacts...Starting at €8.20
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The Good Feet Store: Sponsoring College Athletes in the Name, Image, and Likeness (NIL) Era
Whitler, Kimberly; Puto, Christopher P.; Maiden, Stephen E.Case DARDEN-M-1038-EMarketingThis case introduces the challenges and decision criteria for businesses seeking to sponsor student athletes in the advent of the National Collegiate Athletic Association's (NCAA's) landmark decision to authorize collegiate student athletes to monetize their name, image, and likeness (NIL), just as professional athletes and other celebrities have always done. The case follows Jonathan Cotten, president of Easy Step Enterprises (Easy Step), a fran...Starting at €8.20
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Doer's Profiles, Teaching Note
Stevenson, Howard H.; Spence, Shirley M.Teaching Note HBS-808140-EEntrepreneurshipTeaching Note for [808083], [802136], [808040], and [802137].Starting at €0.00
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Avalon, Course Overview for Instructor (General Version)
Stevenson, Howard H.; Spence, Shirley M.Teaching Note HBS-809005-EEntrepreneurshipInstructor's guide - not available for classroom use.Starting at €0.00
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Orchid Partners: Case Epilogue
Stevenson, Howard H.; Spence, Shirley M.Case HBS-809001-EEntrepreneurshipDescribes the real-life outcome of the case Orchid Partners: A Venture Capital Start-Up (9-804-138).Starting at €8.20
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Orchid Partners: A Venture Capital Start-up, Teaching Note
Stevenson, Howard H.; Spence, Shirley M.Teaching Note HBS-809002-EEntrepreneurshipTeaching Note for [804138].Starting at €0.00