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Starbucks's Loyalty Reigns
Murray, MeghanCaso DARDEN-M-0903-EMarketingBy July 2015, 20% of Starbucks's payments in the United States came through its mobile app. The company had created a tool to both drive loyalty and grow its customer base. No stranger to innovation, Starbucks was partnering with iTunes as early as 2007, earned its first mobile marketer of the year award by 2010, introduced its mobile app in 2011, and by 2015, 94% of Facebook users were either fans of Starbucks or friends with someone who was. Th...Desde 8,20 €
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Boots Unlimited: Getting a Foot in the Door (A)
Farris, Paul W.; Goldberg, RebeccaCaso DARDEN-M-0970-EMarketingBootsUnlimited.com (BU) is a website offering custom-made footwear. Customers can choose from a wide variety of styles and can also create new styles based on their exact specifications. The company instructs customers on how to provide 20 different foot and calf measurements, and from those measurements, the footwear is made in a Thai production facility. BU products cater to the custom boot market and to very different segments, and the brother...Desde 8,20 €
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66°North: Made for Life
Wilcox, Ronald T.; Yemen, GerryCaso DARDEN-M-1017-EMarketingThis field-based case uses the 66°North Company, an iconic Icelandic designer and manufacturer of premium outerwear, to unfold circumstances that allow for an analysis of the firm’s value proposition, competitive position, and growth opportunities. The 66Desde 8,20 €
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ExAblate Neuro
Spekman, Robert E.; Thames, MatthewCaso DARDEN-M-0888-EMarketingThis case examines InSightec, a company that had pioneered a therapeutic medical technology known as magnetic-resonance-guided focused ultrasound surgery with a product line named ExAblate. Further developing the technology to include brain treatments in a product called ExAblate Neuro, InSightec had the proprietary ability to safely penetrate the skull en route to a targeted lesion. Among other ailments, essential tremor (ET) appeared to be effe...Desde 8,20 €
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Fiat and Chrysler: Gaining on Global Automakers?
Spekman, Robert E.; Fritz, JackiCaso DARDEN-M-0780-EMarketingThis case examines the formation of an alliance between Fiat and Chrysler during the height of the financial crisis as a mechanism to save Chrysler from liquidation. The case traces the events leading up to the alliance, discusses the early stage issues with which the partners have to deal, addresses some of the governance issues, and examines the past merger between Chrysler and Daimler that ended in a failure. The case presents a normative appr...Desde 8,20 €
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Zenith Bank: The Marketing of an Initial Public Offering
Clawson, James G.; Amangbo, ChinyeluCaso DARDEN-M-0751-EMarketingThis case is useful in teaching marketing strategy as part of a marketing course. It can also be used to teach promotional strategy. Only one week into Zenith Bank of Nigeria’s initial public offering (IPO), Jim Ovia and his management team faced a new regulation that required that the capital base of banks be raised from (Nigerian naira) NGN2 billion to NGN25 billion. They needed to review their approach to marketing the IPO and try something ou...Desde 8,20 €
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David's Bridal: Customer Relationship Management in the Digital Age
Whitler, Kimberly A.; Farris, Paul W.; Thompson, SylvieCaso 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...Desde 8,20 €