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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy
Whitler, Kimberly; Baum, Dan; Pasquinelli, EmilyCase DARDEN-M-1043MarketingThis case provides a chronological view of Bud Light’s sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-making process when working with influencers and other promotional partners and the steps that can be taken to minimize (and even prevent) the damage that can occur when a brand and business crisis results from a partnership. Students can explore the c...Starting at €8.20
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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy
Whitler, Kimberly; Baum, Dan; Pasquinelli, EmilyCase DARDEN-M-1043-EMarketingThis case provides a chronological view of Bud Light’s sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-making process when working with influencers and other promotional partners and the steps that can be taken to minimize (and even prevent) the damage that can occur when a brand and business crisis results from a partnership. Students can explore the c...Starting at €8.20
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Estrategia omnicanal de Media Markt (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347Marketing, Service and Operations Management, StrategyEl lanzamiento del canal online obligó a Media Markt a replantearse su política de precios y su estrategia promocional. En el mundo digital, los distribuidores tradicionales competían también con pure players del ámbito online de bajo coste que utilizaban estrategias de precios muy agresivas, por lo que, para ser competitivo, el canal online requería aplicar una estrategia de bajo margen y precios bajos. El consumidor era multicanal, y se moví...Starting at €8.20
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El reto de la gestión de marketing multicanal
Clemares, Fuencisla; Nueno, José LuisCase M-1346Marketing, StrategyJordi Catalá, fundador y director general de Sleeping (fabricante y distribuidor de productos de descanso y ropa de cama), había lanzado un canal de venta online hacía ya 5 años. El e commerce representaba el 10% de la actividad total de la compañía y estaba cerca de alcanzar el punto de equilibrio en términos de cuenta de resultados. La tensión entre los equipos de Marketing que lanzaban campañas tradicionales y los del canal online era cada vez...Starting at €8.20
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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy - Teaching note
Whitler, KimberlyTeaching Note DARDEN-M-1043TNMarketingStarting at €0.00
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Media Markt's Omnichannel Strategy (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €8.20
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Estrategia omnicanal de Media Markt (B)
Clemares, Fuencisla; Nueno, José LuisCase M-1348Marketing, Service and Operations Management, StrategyEl lanzamiento del canal online obligó a Media Markt a replantearse su política de precios y su estrategia promocional. En el mundo digital, los distribuidores tradicionales competían también con pure players del ámbito online de bajo coste que utilizaban estrategias de precios muy agresivas, por lo que, para ser competitivo, el canal online requería aplicar una estrategia de bajo margen y precios bajos. El consumidor era multicanal, y se movía...Starting at €5.74
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Original Buff S.A: Enfrentando los retos de la omnicanalidad
Nueno, José Luis; Clemares, FuencislaCase M-1360Information Technologies, Innovation and Change, MarketingBUFF® confeccionaba muchos y diferentes accesorios tanto para la práctica de deportes de mediana y alta intensidad como para senderismo o, incluso, como complementos de moda en un ambiente urbano. La innovación y el diseño eran claves para el éxito del producto, de manera que BUFF® dedicaba una parte importante de sus recursos al desarrollo de nuevas tecnologías, como la de bonding, que permitía realizar uniones con costuras extraplanas y soldada...Starting at €8.20
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Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy - Teaching note
Whitler, KimberlyTeaching Note DARDEN-M-1043TN-EMarketingStarting at €0.00
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Leveraging the Zone of Possible Agreement (ZOPA) to Make Pricing Decisions
Whitler, Kimberly; Hagerty, Serena; Zhang, Zhihao; Maiden, Stephen E.Technical Note DARDEN-M-1045-EMarketingA key negotiating concept, the Zone of Possible Agreement (ZOPA), allows a buyer and seller to reach a mutually acceptable price. This technical note provides an overview of ZOPA for both individual-level negotiations and company-level pricing decisions, highlighting its importance to marketing. Challenges in applying ZOPA are discussed, as well as its role in value creation and exchange. Students are encouraged to consider the real-world impacts...Starting at €8.20