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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.Nota del Instructor DARDEN-M-1038TN1-EMarketingTeaching Note for product M-1038Desde 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.Caso 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...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 €
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W.R. Hambrecht + Co: OpenIPO (Spanish version)
Perold, Andre F.; Bhow, GunjanCaso HBS-208S04FinanzasOpenIPO es un nuevo mecanismo para la fijación de precios y la distribución de las ofertas públicas iniciales. El sistema, que se basa en una subasta holandesa, representa un intento por parte del banco de inversión W. R. Hambrecht + Co para cambiar la manera en que se suscriben OPI. El caso ofrece un entorno en el que discutir el conjunto existente de acuerdos institucionales relativos a la suscripción de OPI, incluyendo el fenómeno bien conocid...Desde 8,20 €
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Brand Purpose
Whitler, Kimberly A.; Pohl, MarkNota técnica DARDEN-M-1016-EMarketingThis technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within theDesde 8,20 €
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Brand Measurement Methods
Whitler, Kimberly A.; Regan, EllenNota técnica DARDEN-M-0920-EMarketingWhile the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer’s perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key mea...Desde 8,20 €
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Exercise: Creating a Model of Consumer Behavior - Teaching Note
Whitler, Kimberly A.; Hammerle, JudeNota del Instructor DARDEN-M-0893TN-EMarketingTeaching note for product M-0893Desde 0,00 €