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Hamilton Won More Than Twitter
Murray, MeghanCase DARDEN-M-0912-EMarketingThe case is set in summer 2016, centered on the writer and performing star, Lin-Manuel Miranda, whose Broadway show Hamilton had grossed almost $75 million and won 11 Tony Awards. The musical’s cultural influence was buoyed by Miranda’s 578,000 Twitter followers; hundreds of celebrities from Oprah Winfrey to Jennifer Lopez had become ambassadors for the musical; and its impromptu #Ham4Ham live performances were engaging thousands of people on so...Starting at €8.20
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TechPro Automates Auto Sales
Murray, MeghanCase DARDEN-M-0914-EMarketingThomas Murphy put together an early career doing computer coding, graphic design, and writing e-mail newsletters for car dealers, eventually landing a job managing an 11-person digital marketing department for the second-largest auto dealer in Ireland. He built an online tool to publish new car specials conveniently and update pricing without going into the website pages’ backend. In the case, Murphy decides to break out on his own and creat...Starting at €8.20
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General Motors Commits to 100% Electric Vehicles by 2035 - Teaching Note
Murray, MeghanTeaching Note DARDEN-BC-0284TN-EKnowledge and CommunicationTeaching note for product BC-0284Starting at €0.00
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ElleoZhang and Weibo
Murray, Meghan; Sun, Siyuan; Xu, Siming; Yu, XiangCase DARDEN-M-0944-EMarketingElla Zhang, a talented fashion designer, established an online presence through Taobao and WeChat in 2013. Over the following four years, she tested online advertising tools and honed her marketing to young urban women in China's first-tier cities, primarily by shifting to the Weibo platform. Through the end of 2016 and beginning of 2017, her sales continued to grow but her marketing expenses were high. The case poses multiple strategic decision...Starting at €8.20
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Walking the IPO Catwalk: Rent the Runway’s Public Offering
Murray, Meghan; Mittal, Tanya; Kurumaddali, AnuhyaCase DARDEN-BC-0283-EKnowledge and CommunicationThis case examines Rent the Runway (RTR), a company that provided its customers the luxury of getting to wear the hottest designer fashions without having to pay the often exorbitant price to own the clothing. RTR built the world's largest shared designer closet, containing over 18,000 styles by more than 750 designer brands. Customers could rent individual pieces, buy products through resale offerings, or pay for a subscription guaranteeing new ...Starting at €8.20