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Transformation of Marketing at the Ohio Art Company (B)
Farris, Paul W.; Venkatesan, Rajkumar; Murray, Meghan; Moon, DustinCase DARDEN-M-0838-EMarketingOhio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandisers, but Amazon.com is also stocking and selling the nanoblock line. Digital marketing strategies are being developed for both promotion through Amazon.com and social media. While shifting marketing to new media, management is distracted by the media ...Starting at €5.74
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Advertising Experiments at the Ohio Art Company
Farris, Paul W.; Venkatesan, RajkumarCase DARDEN-M-0752-EMarketingThis case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case provides students with examples of two real advertising experiments and the challenges involved in executing the experiments. It allows for a discussion of the need for advertising experiments, and also, at a more general level, the need to measure t...Starting at €8.20
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Advertising Experiments at the Ohio Art Company - Teaching Note
Farris, Paul W.; Venkatesan, RajkumarTeaching Note DARDEN-M-0752TN-EMarketingTeaching note for product M-0752Starting at €0.00
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Transformation of Marketing at the Ohio Art Company (A)
Farris, Paul W.; Venkatesan, Rajkumar; Moon, DustinCase DARDEN-M-0833-EMarketingThis case is intended to be part of a first-year MBA marketing course or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. It provides students with two real advertising experiments and the challenges involved in executing them. It allows for discussion of the need for advertising experiments, and, at a more general level, the need to measure the return on marketing. Biases surrou...Starting at €8.20
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Transformation of Marketing at The Ohio Art Company (A) and (B) - Teaching Note
Venkatesan, Rajkumar; Farris, Paul W.Teaching Note DARDEN-M-0833TN-EMarketingTeaching note for product M-0833Starting at €0.00
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Dunia Finance LLC (A), (B), and (C) - Teaching Note
Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, Gerry; Gibbs, SheaTeaching Note DARDEN-M-0842TN-EMarketingTeaching note for product M-0842Starting at €0.00
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Designing Marketing Experiments
Venkatesan, RajkumarTechnical Note DARDEN-M-0839-EMarketingThis technical note is used in Darden's first-year core marketing course as well as in the marketing analytics elective. It could also be used effectively in modules covering the topics of market research, web analytics, or advertising. The note pairs well with the case "Advertising Experiments at the Ohio Art Company" (UVA-M-0752), which includes a student spreadsheet and a teaching note for instructors. Marketing managers must often face the ch...Starting at €8.20
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Picante Mexican Grill: A New Delhi Experience
Raz, Gal; Weiss, Elliott N.; Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, GerryCase DARDEN-OM-1520-EService and Operations ManagementModeled loosely after the American restaurant chain Chipotle, Picante Mexican Grill seeks to offer fresh and healthy vegetarian fast-food options. The owners of this start-up chain in Gurgaon, India, struggle to manage their quickly growing operation. As they consider expanding into new locations, diverse issues—including determining store hours, location, managing centralized production, and meeting staffing needs—challenge the entrepreneurial t...Starting at €8.20
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VinConnect, Inc.: Digital Marketing Strategy
Venkatesan, RajkumarCase DARDEN-M-0864-EMarketingThis case is used in the course elective "Big Data in Marketing." The VinConnect company helped European wineries sell their products directly by using it to facilitate the direct-to-consumer (DTC) sales model to American consumers via offers delivered in e-mail. Unfortunately, the number of purchases has not been as high as VinConnect's president had projected and the open rate for e-mails was high, so potential customers who received the offers...Starting at €8.20
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The Seven Questions of Marketing Strategy
Farris, Paul W.; Parry, Mark E.; Borden, Neil H. Jr.; Venkatesan, Rajkumar; Sharpe, Kathryn M.Technical Note DARDEN-M-0779-EMarketingThis simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marketing strategy concepts are interconnected, which renders the strategic process vulnerable to the political machinations of executives. Evolving customer needs and competitors' proactive efforts to steal market share require a dynamic marketing strate...Starting at €8.20