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La conducta del consumidor, ejercicio (E)
Deighton, John; Fournier, SusanCase HBS-503S23MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un producto de alta implicación o servicio en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Starting at €5.74
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SuDa Electric Vehicle Company: Private Equity Investment in China
Chaplinsky, Susan; Hoang, LinhCase DARDEN-F-1766-EFinanceIn March 2013, the Shipston Group, the family office of billionaire industrialist Michael D. Dingman, was considering a private equity investment in the SuDa Electric Vehicle Company (SuDa), a rapidly growing maker of electric bicycles (e-bikes) in the People's Republic of China (PRC). This field-based case explores the differences between investments that are funded through a family office compared to a more traditional committed fund. Shipston ...Starting at €8.20
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Investure, LLC: Investing in Alternative Assets
Chaplinsky, SusanCase DARDEN-F-1971-EFinanceIn July 2019, Bruce Miller, CEO of Investure, LLC (Investure), an outsourced chief investment office (OCIO), is preparing a proposal for Franklin and Marshall (F&M), a small liberal arts college located in Lancaster, Pennsylvania, with an endowment of $350 million. F&M recently began a search to find a new endowment manager in hopes of improving its investment returns and access to alternative assets (AA), such as private equity (PE) and hedge fu...Starting at €8.20
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Demand Media
Deighton, John; Kornfeld, LeoraCase HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Starting at €8.20
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Susser Petroleum Partners, LP: IPO of a Master Limited Partnership
Chaplinsky, Susan; Simkins, Betty J.; Butler, John C.; Titman, SheridanCase DARDEN-F-2006-EFinanceThis case explores Susser Holdings Corporation (SHC), a Texas-based company with two businesses: operating large-footprint convenience stores that sold fuel, food, and other merchandise; and fuel distribution—both to its own stores and to such companies as Conoco, Chevron, Citgo, Exxon, Mobil, Phillips 66, Texaco, and Valero. In 2012, Sam Susser, SHC’s president and CEO, was under pressure to create value for SHC’s shareholders and an exit for We...Starting at €8.20
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IN-fusion, Inc.
Chaplinsky, SusanCase DARDEN-F-1584-EFinanceThis case is designed as an introductory exercise to familiarize students with several methods used to value early-stage companies. The value of a young biotech company is compared under the venture capital (VC), discounted cash flow (DCF), and real option methods of valuation. Students are asked to value the firm under the VC and DCF methods and then compare those values to the value obtained under the real option method. It is suggested that th...Starting at €8.20
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Early-Stage Term Sheets
Chaplinsky, SusanTechnical Note DARDEN-F-1730-EFinanceThis note was written as an updated version of "The Early-Stage Term Sheet" (UVA-F-1444) and may be used in its place.In seeking funding for an early-stage company, the entrepreneur and investor will confront choices about the amount, terms, and conditions of the financing. These terms are usually set forth in a term sheet that contains a host of provisions designed to protect the value of an investor’s capital. These terms define the investor’s ...Starting at €8.20
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Elephant Bar Restaurant: Mezzanine Financing
Chaplinsky, Susan; Anderson, KristinaCase DARDEN-F-1542-EFinanceIn November 2003, John Fruehwirth, a principal at Allied Capital, was considering a $20 million mezzanine investment in growth capital for Elephant Bar, a California restaurant chain. Elephant Bar had had some initial success in California but now Allied’s investment committee had to wrestle with the question of whether the restaurant concept was strong enough to travel and become a national brand or whether it was mainly a “California Concept.” ...Starting at €8.20
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Porsche: The Cayenne Launch
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-511068-EMarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20
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The Ford Fiesta
Deighton, John; Kornfeld, LeoraCase HBS-511117-EMarketingExecutives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Others erred on the side of caution. Chantel Lenard, Ford's Group Marketing Manager for Global Small Car and Midsize V...Starting at €8.20