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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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Janalakshmi Financial Services' HR Dilemma (Spanish Version)
Chung, Doug J.; Kak, RadhikaCase HBS-517S14MarketingV. S. Radhakrishan, CEO de Janalakshmi Servicios Financieros, una de las mayores organizaciones de microfinanzas urbana de la India, se enfrenta a un dilema HR. La fuerza de ventas en la mayor división de JFS, al por menor de Servicios Financieros, que se centró en la distribución de pequeños préstamos basados en el grupo, estaba experimentando disminución de la productividad y una alta y por encima del mercado tasa de desgaste. Radhakrishnan s...Starting at €8.20
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Luminopia: Improving Treatment for Visual Disorders
Chung, Doug J.; Mehta, SarahCase HBS-517065-EMarketingLuminopia-a start-up founded in January 2016 by three Harvard College freshmen-uses virtual reality technology to treat amblyopia (more commonly called "lazy eye"), the single biggest cause of visual disorders among children. By February 2017, the three founders had raised $950,000 in angel funding and developed a prototype of their virtual reality product, which was in use in clinical trials at Boston Children's Hospital. As the founders prepare...Starting at €8.20
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Roush Performance: How to Design a Sales Force Compensation Plan
Chung, Doug J.Case HBS-519066-EMarketingRoush Performance manufactured and marketed factory-modified performance vehicles and high-end aftermarket automotive performance parts. Since its inception, Roush Performance had focused on building its engineering technology competency and diversifying its product portfolio to grow sales. Many of its engineers were proud to be on the forefront of technological innovations with the company. In contrast, Roush's marketing and sales divisions had ...Starting at €8.20
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Kjell and Company: Motivating Salespeople with Incentive Compensation (C)
Chung, Doug J.Case HBS-519095-EMarketingKjell & Company was a Swedish retail electronics chain founded in 1988 by brothers Marcus, Mikael and Fredrik Dahnelius. The company operated 84 stores, all company-owned, located mainly in the metropolitan areas of Sweden's most popular cities: Stockholm, Gothemburg and Malm . The company's products consisted of home electronics, accessories for home electronics and cellular phones (e.g., networking accessories, headsets and phone cases), and p...Starting at €5.74
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Kjell and Company: Motivating Salespeople with Incentive Compensation (D)
Chung, Doug J.Case HBS-519096-EMarketingKjell & Company was a Swedish retail electronics chain founded in 1988 by brothers Marcus, Mikael and Fredrik Dahnelius. The company operated 84 stores, all company-owned, located mainly in the metropolitan areas of Sweden's most popular cities: Stockholm, Gothemburg and Malm . The company's products consisted of home electronics, accessories for home electronics and cellular phones (e.g., networking accessories, headsets and phone cases), and p...Starting at €5.74
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Roush Performance: How to Design a Sales Force Compensation Plan, Teaching Note
Chung, Doug J.Teaching Note HBS-520030-EMarketingTeaching note for case 519066.Starting at €0.00
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Qualtrics (A), (B), and (C), Teaching Note
Chung, Doug J.Teaching Note HBS-520059-EMarketingTeaching note for cases 518082, 518083, and 518084.Starting at €0.00