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GlobalGiving - Teaching Note
Anik, Lalin; Steenburgh, Thomas J.Nota del Instructor DARDEN-M-0938TN-EMarketingTeaching note for product M-0938Desde 0,00 €
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Pricing the EpiPen: This is Going to Sting - Teaching Note
Steenburgh, Thomas J.Nota del Instructor DARDEN-M-0915TN-EMarketingTeaching note for product M-0915Desde 0,00 €
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Progressive Insurance: Making Pay As You Drive a Snap for Consumers - Teaching Note
Farris, Paul W.; Steenburgh, Thomas J.; Maiden, Stephen E.Nota del Instructor DARDEN-M-0873TN-EMarketingTeaching note for product M-0873Desde 0,00 €
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Progressive Insurance: Making Pay As You Drive a Snap for Consumers
Farris, Paul W.; Thompson, Sylvie; Steenburgh, Thomas J.Caso DARDEN-M-0873-EMarketingHeather Day, a marketing director and brand manager, must evaluate her options for Progressive Insurance’s next Snapshot product advertising campaign. Working on a limited budget, Day must select between employing television ads featuring the popular character known as Flo and continuing with the launch of advertising campaigns already in use, such as “Rate Sucker.” The case places Progressive’s proposed advertising campaign into a broader histor...Desde 8,20 €
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Mastercard: Getting in League with Legends
Kim, Tami; Steenburgh, Thomas J.; Yemen, GerryCaso DARDEN-M-1008-EMarketingThis field-based case uses one of Mastercard’s brand transformation strategies, curating passion-led experiences, to set the stage for analysis of sponsorships and promotion marketing. The company had a long relationship sponsoring sports and kept track of the growth and scale of various sports and those who were passionate about them. At the time, esports was a new kind of entertainment and sport that attracted a fan base Mastercard had not touc...Desde 8,20 €
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DKSH in 2011
Burgelman, R; , Ludescher, MCaso SGSB-SM204-EDirección estratégicaThe case describes the history and transformation of DKSH, a privately-held global trading company headquartered in Zurich, Switzerland, that has been doing business in the Far East for some 150 years. The case focuses on the efforts of CEO Joerg Wolle since 1999 to bring together several independent family-owned Swiss-based trading houses under one corporate roof and to transform successful but steady old-fashioned trading houses into a new type...Desde 8,20 €
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DKSH in 2012: Preparing for Continued Rapid Growth
Burgelman, R; , Ludescher, MCaso SGSB-SM204B-EDirección estratégicaThe case discusses the post-IPO strategies, opportunities and challenges for Swiss global trading company DKSH, the leading market expansion (MES) provider with a focus on Asia. DKSH was well positioned to capitalize on three key MES industry trends: 1) Asia as the growth market per se, driven by the thriving middle classes of the emerging economies, 2) growing inner-Asian trade, and 3) the tendency of companies to outsource, stemming from the c...Desde 8,20 €
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DKSH in 2011 and 2012 - Teaching note
Burgelman, R; , Ludescher, MCaso SGSB-SM204TN-EDirección estratégicaThe case discusses the post-IPO strategies, opportunities and challenges for Swiss global trading company DKSH, the leading market expansion (MES) provider with a focus on Asia. DKSH was well positioned to capitalize on three key MES industry trends: 1) Asia as the growth market per se, driven by the thriving middle classes of the emerging economies, 2) growing inner-Asian trade, and 3) the tendency of companies to outsource, stemming from the c...Desde 8,20 €
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GlobalGiving
Anik, Lalin; Steenburgh, Thomas J.; Steenburgh, LauraCaso DARDEN-M-0938-EMarketingNonprofits are facing a growing challenge to retain donors. At a time when acquiring a new donor is three times as expensive as retaining an existing donor and donor attrition stands at an all-time high, nonprofits are looking to increase the lifetime value of their donors. This case presents a new means by which nonprofits can induce donors to give today and commit to giving in the future. The positive results of a low-cost, high-yield experimen...Desde 8,20 €
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Pricing the EpiPen: This is Going to Sting
Steenburgh, Thomas J.Caso DARDEN-M-0915-EMarketingThis case examines the public controversy that erupted over the increasingly high price of EpiPens. Mylan Inc. (Mylan), a generic drug maker, bought the EpiPen product line from Merck in 2007. Since that time, the company both invested in marketing to raise awareness for the drug and dramatically increased the price, lifting it from $100 to $600 per two pack in the U.S. In 2016, simmering consumer anger about the high prices of pharmaceutical dru...Desde 8,20 €