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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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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 €
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A Cascade of Emergencies (A): Responding to Superstorm Sandy in New York City
Howitt, Arnold M.; Giles, DavidCaso HBS-KS1264-EEconomíaOn October 29, 2012, Superstorm Sandy made landfall near Atlantic City, New Jersey. Sandy's massive size, coupled with an unusual combination of meteorological conditions, fueled an especially powerful and destructive storm surge, which caused unprecedented damage in and around New York City, the country's most populous metropolitan area, as well as on Long Island and along the Jersey Shore. This two-part case study focuses on how New York City p...Desde 8,20 €
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Defending the Homeland: The Massachusetts National Guard Responds to the 2013 Boston Marathon Bombings
Giles, David; Howitt, Arnold M.Caso HBS-KS1220-EOn April 15, 2013, Dzhokhar and Tamerlan Tsarnaev placed and detonated two homemade bombs near the finish line of the Boston Marathon, killing three bystanders and injuring more than two hundred others. This case profiles the role the Massachusetts National Guard played in the complex, multi-agency response that unfolded in the minutes, hours, and days following the bombings, exploring how its soldiers and airmen helped support efforts on multipl...Desde 8,20 €
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A State of Flux (A): Reorganizing Public Health in Arkansas, 2005 - 2007
Giles, David; Howitt, Arnold M.Caso HBS-KS1272-EEconomíaBeginning in the late 1990s and lasting through much of the next decade, the Arkansas Department of Health underwent multiple changes to its organizational structure. Part A of "A State of Flux" recounts how, after a brief period in which the director of health replaced traditional hierarchical leadership with team-based management, several findings of administrative shortcomings helped prompt Governor Mike Huckabee and the state legislature to m...Desde 8,20 €