This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
Brand Activism at Starbucks-A Tall Order? - Teaching Note
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTeaching Note DARDEN-M-0964TN-EMarketingTeaching note for product M-0964Starting at €0.00
-
Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
-
Brandefy: Approaching Expansion with Marketing Analytics
Yemen, Gerry; Mortimer, Steven M.; Boichuk, JeffCase DARDEN-M-0962-EMarketingThis field-based case allows instructors to explore the world of data analytics with students, using Brandefy, a startup company, and its plan to expand its app into additional categories of the grocery store as a sandbox for learning. Using R (or some other statistical programming language/software, such as Python, SAS, Stata, or SPSS) and retail scanner data from 84.51˚ (https://www.8451.com/area51), the case sets the stage for instructors to e...Starting at €8.20
-
Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
-
Just: Positioned to Target Mainstream Tastes? (B)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCase DARDEN-M-0957-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Starting at €5.74
-
When Naming a CEO, Ignore the Market Reaction (Spanish version)
Citrin, James M.Article HBS-F1201CA new study finds no correlation between how a company's stock fares upon the announcement of a new CEO and the share price over that CEO's tenure. In fact, under certain circumstances, CEOs whose appointments cause their company's stock to drop tend to achieve better results over time than CEOs whose appointments cause the stock to rise. Directors looking to choose a new CEO should think about other criteria, such as the company's recent perform...Starting at €8.20
-
Brand Activism at Starbucks—A Tall Order?
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyCase DARDEN-M-0964-EMarketingIn April 2017, Kevin Johnson took over the reigns as CEO of Starbucks, the iconic coffee giant. He faced a number of key decisions to keep the global retail giant competitive, but one in particular loomed large. Over the last few years, Johnson’s predecessor, Howard Schultz, had increasingly used Starbucks as a progressive platform in an attempt to influence the world around its stores, whether he was aiming to smooth out race relations in the Un...Starting at €8.20
-
When Naming a CEO, Ignore the Market Reaction
Citrin, James M.Article HBS-F1201C-EA new study finds no correlation between how a company's stock fares upon the announcement of a new CEO and the share price over that CEO's tenure. In fact, under certain circumstances, CEOs whose appointments cause their company's stock to drop tend to achieve better results over time than CEOs whose appointments cause the stock to rise. Directors looking to choose a new CEO should think about other criteria, such as the company's recent perform...Starting at €8.20
-
Brand Activism
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTechnical Note DARDEN-M-0963-EMarketingThis technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can take. Specifically, students are introduced to the concepts of both progressive and regressive brand activism, in addition to the different causes the activist efforts may champion, whether social, legal, or environmental, to name a few. In order to ...Starting at €8.20
-
Just: Positioned to Target Mainstream Tastes? (A)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCase DARDEN-M-0956-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Starting at €8.20