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The Good Feet Store: Sponsoring College Athletes in the Name, Image, and Likeness (NIL) Era - Teaching note
Whitler, Kimberly A.; Puto, Christopher P.; Maiden, Stephen E.Teaching Note DARDEN-M-1038TN1-EMarketingTeaching Note for product M-1038Starting at €0.00
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The Good Feet Store: Sponsoring College Athletes in the Name, Image, and Likeness (NIL) Era
Whitler, Kimberly A.; Puto, Christopher P.; Maiden, Stephen E.Case DARDEN-M-1038MarketingThis case introduces the challenges and decision criteria for businesses seeking to sponsor student athletes in the advent of the National Collegiate Athletic Association's (NCAA's) landmark decision to authorize collegiate student athletes to monetize their name, image, and likeness (NIL), just as professional athletes and other celebrities have always done. The case follows Jonathan Cotten, president of Easy Step Enterprises (Easy Step), a fran...Starting at €8.20
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The Alibaba Group and Online to Offline (O2O) Sales
Neil Bendle; Xin (Shane) Wang; Xiaoqian (Vivian) ChenCase IVEY-9B15A035-EMarketing, StrategyIn the fall of 2014, the Alibaba Group, an e-commerce company that operates domestic and international marketplaces and provides Internet-based services from its headquarters in Hangzhou, China, startled the world with its record-breaking initial public offering on the New York Stock Exchange. The company’s business plan differs from other major Internet companies such as Amazon and eBay by its strategies that are tailored to the particular circu...Starting at €8.20
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David's Bridal: Customer Relationship Management in the Digital Age
Whitler, Kimberly A.; Farris, Paul W.; Thompson, SylvieCase DARDEN-M-0899-EMarketingThis case replaces UVA-M-0837. It can be used in a variety of marketing and strategy classes to understand how (1) at a macro level, a shift in consumer and environmental factors can impact firm strategy and (2) at a micro level, an e-mail-based marketing campaign designed to address these changes can impact firm-level performance. The case puts the students in the position of CEO Robert Huth as he is preparing for a board meeting. He had taken D...Starting at €8.20
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CardSwap: Converting Unwanted Gift Cards into Cash
Neil Bendle; Michael TaylorCase IVEY-9B11A034-EEntrepreneurship, MarketingCardSwap was an online service that provided consumers with the opportunity to convert unwanted gift cards into hard cash. The co-founder felt convinced that his small Canadian company created great value for its customers. After all, there were around a billion dollars of unwanted gift cards entering circulation every year. People who owned these unwanted gift cards would surely want to use the CardSwap service. CardSwap could offer a strong val...Starting at €8.20
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The Profitability of Proof
Neil Bendle; Dilip SomanArticle IVEY-9B17TC02-EStrategyGathering the evidence required to back up a corporate claim has always been important, but the case for effective evidence gathering has never been greater than today. Unfortunately, while the data that organizations ordinarily collect can be useful, it is often insufficient to answer relevant questions. In other words, the evidence required typically isn’t ready to be analyzed and often must be developed using real-world experimentation. This p...Starting at €8.20
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Assessing and Improving Digital Ability: Procter & Gamble's Approach to Raising Brands' Digital Competency
Whitler, Kimberly A.; Wilder, F. D.Technical Note DARDEN-M-1035-EMarketingThis technical note follows F. D. Wilder, who is being tasked with driving the Procter and Gamble's digital transformation effort. The cornerstone of the transformation would be “assessing and improving the digital capability of the firm.” He decides to develop an assessment tool that would enable P&G’s brand leaders to assess “digital ability” and then work with their bosses to create learning plans to address ability gaps.Starting at €8.20
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Social Network Analysis: Who is Promoting Net Promoter
Neil Bendle; Xin (Shane) WangCase IVEY-9B15A046-EMarketingA young analyst decides to collect Twitter data to better understand who is promoting the Net Promoter matrix on the social media site in late July 2015. How widely is the metric mentioned and how much of the dialogue involves conversations rather than tweets being sent as general broadcast messages? He considers the social network of these users, their relationships and the network as a whole to create a network graph and wonders what he can do ...Starting at €8.20
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SCI Ontario: Achieving, Measuring and Communicating Strategic Success
Neil BendleCase IVEY-9B14A067-EMarketingSpinal Cord Injury Ontario is a not-for-profit organization headquartered in Toronto that assists people with spinal cord injuries to achieve independence, self-reliance and full community participation. In early 2014, the marketing manager is trying to understand how best to assess performance against the organization’s crucial but hard-to-measure goal of becoming the expert on living with a spinal cord injury in the province of Ontario. In addi...Starting at €8.20
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Fox News: Competing to Deliver the News
Neil Bendle; Leon LiCase IVEY-9B13A013-EMarketingSince Fox News first entered the cable news industry, the network has skyrocketed to the top position in the ratings charts ahead of its major competitors. Despite being the most popular network, Fox News has endured many controversies, and its reporting has created a polarizing rift between conservatives and liberals. As the news industry shifts into the digital age and offers more options for niche consumption, Fox News needs to decide whether ...Starting at €8.20