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Philips: Developing a Marketing Strategy for LED Bulbs
Wilcox, Ronald T.; Kohler, Thomas;Case DARDEN-M-1033-EMarketingPhilips, the Dutch multinational conglomerate, is assessing whether to enter the business-to-consumer (B2C) LED lightbulb market in the United States. Philips has already been serving the business-to-business (B2B) market with moderate success, but it has completely ignored the B2C market. Now, a change in energy taxes and possibly additional regulatory changes have the company reevaluating that decision. This case is designed as an exam case. ...Starting at €8.20
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Brand Positioning Statements
Wilcox, Ronald T.; Yemen, GerryTechnical Note DARDEN-M-0827-EMarketingThe process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning statement, often simply called the positioning statement. This note discusses the process of brand positioning and how to construct positioning statements.Starting at €8.20
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The Influence of Social Media on Purchase Decisions in High Involvement Categories
Wilcox, Ronald T.; Black, PollyTechnical Note DARDEN-M-0786-EMarketingThis note discusses how social media marketing can be used to influence the consumer decision process for goods and services. It links social media's influence to the different stages of the purchase process for high-involvement items. The material is suitable for MBA, undergraduate, and executive education students.Starting at €8.20
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Portland Trail Blazers
Wilcox, Ronald T.Case DARDEN-M-0773-EMarketingDesigned to teach conjoint analysis, this case challenges students to make tactical decisions based on marketing research. It should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675) and that note's accompanying supplemental PowerPoint file (UVA-M-0675TNP). A National Basketball Association franchise is struggling to increase attendance. It contracts a marketing research firm to conduct a conjoint analysis fo...Starting at €8.20
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Patagonia, Inc.
Wilcox, Ronald T.; Goldberg, RebeccaCase DARDEN-M-0857-EMarketingThe marketing director of Patagonia, Inc. (Patagonia), had been tasked with considering the financial implications of a new initiative that Patagonia planned to launch within six months: Common Threads. It was envisioned as a used-clothing joint venture in which owners of Patagonia clothing could list garments for sale via an eBay-style platform. Patagonia's leadership was convinced that offering this service to its community of existing clothing...Starting at €8.20
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Afghanistan 2006: Building a Brand New State
Maurer, Noel; Spar, Debora L.; Trumbull, GunnarCase HBS-707033-EEconomicsIn 2006, Afghanistan remains a country in turmoil. It has a newly elected democratic government, a rebounding economy, and considerable economic potential. But the country is still torn by rival factions and dominated by the opium trade. Explores how Afghanistan has been rebuilt since the U.S. invasion of 2001, and what it means to create a modern state. Can state institutions be imposed from the outside? And what are the prospects for democracy ...Starting at €8.20
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C-Power: Harnessing the Power of the Ocean
Wilcox, Ronald T.Case DARDEN-M-1034-EMarketingDespite the predictability and power of wave energy, by 2022, there was not a single industry-standard technology for converting wave energy to electricity. A new company, C-Power, had developed a product designed to generate levels of power from wave energy that could compete with solar, wind, and fossil-fuel power sources. In 2016, it began a contract with the US government to develop a reliable wave-based power source for deep-sea fiber-optic ...Starting at €8.20
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J. C. Penney: The "Think Big" Strategy
Farris, Paul W.; Thompson, Sylvie; Wilcox, Ronald T.Case DARDEN-M-0841-EMarketingThis case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a presentation by an investor in J. C. Penney and the implications of the company’s turnaround strategy. This case provides an alternative approach to the market positioning discussion in the two-part case, “J. C. Penney: Reinventing Fair and Square Deals (...Starting at €8.20
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UnbeLEAFable Snacks
Wilcox, Ronald T.; Grushka-Cockayne, Yael; King, Nick; White, JohnCase DARDEN-M-0911-EMarketingIn this case a business school student, Kate Maxwell, must decide whether to accept a job offer in wealth management or pursue her dream of building her own company around healthy gummy snacks for children. Because Maxwell’s gummies rely on high-quality, fresh ingredients that are more expensive than those used in similar gummy snacks, they would have to carry a hefty price premium in the marketplace to be viable. Could this new brand concept cre...Starting at €8.20
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Extend Fertility: Conceiving the Market for Egg Preservation (A)
Spar, Debora L.; Hull, OliviaCase HBS-719019-EStrategyThe case follows entrepreneur Christy Jones as she tries to imagine, and then build, a firm that will enable young women to preserve their eggs -- and thus extend their fertility. In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman's eggs were extracted and stored at low te...Starting at €8.20