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Segmentation at Sticks Kebob Shop
Venkatesan, Rajkumar; Gibbs, SheaCase DARDEN-M-0866-EMarketingThis case is used in the Marketing Analytics elective at Darden. A Sticks executive team is interested in opening a second quick-service restaurant in Richmond, Virginia. But before doing so, the team wanted to gain a better sense of who were Sticks' customers, which location would attract the best customers, and how to best connect with customers. An opportunity to gather survey data presented itself. Would the demographic and psychographic assu...Starting at €8.20
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Have Text, Will Travel: Can Airbnb Use Review Text Data to Optimize Profits?
Gibbs, Shea; Venkatesan, RajkumarCase DARDEN-M-0897-EMarketingHundreds of thousands of would-be hoteliers have been popping up all around the world, hoping to rent their own homes and apartments to complete strangers through a service called Airbnb. The goal of Airbnb's aspiring hosts was to use the company's website to attract guests who were willing to pay the highest rates to stay in their homes for a short time. For Airbnb, the goal was to improve customer review performance so it could, in turn, increa...Starting at €8.20
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Dunia Finance LLC (A), (B), and (C) - Teaching Note
Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, Gerry; Gibbs, SheaTeaching Note DARDEN-M-0842TN-EMarketingTeaching note for product M-0842Starting at €0.00
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Mountain Dew: The Most Racist Soft-drink Commercial in History
Jana Seijts; Paul BigusCase IVEY-9B13A021-EMarketingPepsiCo faces criticism after releasing a series of online advertisements for Mountain Dew that featured an angry Mountain Dew–drinking goat, a battered white woman on crutches and the goat in a police lineup of all black men. Critics are offended by the advertisement’s portrayal of violence toward women and racial stereotypes. As the public outcry spreads, Mountain Dew’s senior brand manager needs to devise a course of action or risk damage to o...Starting at €8.20
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Toyota: Accelerator Pedal Recall (B)
Jana Seijts; Paul BigusCase IVEY-9B11M078-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Toyota: Accelerator Pedal Recall (A).Starting at €5.74
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Research in Motion: Blackberry Blackout (B)
Jana Seijts; Paul BigusCase IVEY-9B12M045-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Research in Motion: Blackberry Blackout (A).Starting at €5.74
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LEGO Group: Building Strategy
Darren Meister; Paul BigusCase IVEY-9B11M086-EMarketing, StrategyThe world famous toymaker, The LEGO Group, assembled an internal management team to create a strategic report on LEGO’s different product lines and business operations. In recent years, numerous threats to LEGO had emerged in the toy industry. The acquisition of Marvel Entertainment by The Walt Disney Company created major implications for valuable toy license agreements. LEGO had also recently lost a long legal battle with major competitor MEGA ...Starting at €8.20
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Netflix: The Public Relations Box Office Flop
Jana Seijts; Paul BigusCase IVEY-9B12M049-ELeadership and People Management, Marketing, StrategyOn the morning of September 19, 2011, the chief executive officer (CEO) of the online movie provider Netflix Incorporated became witness to growing public discontent and media criticism directed at the company. The previous evening, the CEO had announced on the company blog that Netflix would be splitting into two separate entities. With the proposed change, the Netflix DVD-by-mail service would be spun out and renamed Qwikster. The move would le...Starting at €8.20
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Research in Motion: Blackberry Blackout (A)
Jana Seijts; Paul BigusCase IVEY-9B12M044-ELeadership and People Management, Marketing, StrategyMike Lazaridis, co-CEO of Research in Motion (RIM), faced a situation of truly disastrous proportions. Earlier that week, service outages had started occurring on RIM’s popular BlackBerry smartphone devices, affecting over 30 million BlackBerry users globally. For a total of three days, RIM engineers worked around the clock to fix the widespread technical problems. However, with the company providing only brief comments to the public, many consum...Starting at €8.20
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Netflix, Inc.: The Mouse Strikes Back
Venkatesan, Rajkumar; Gibbs, Shea; Shively, DanielCase DARDEN-M-0975-EMarketingIn 2017, Disney announced that in 2019 it would launch Disney Plus, a subscription-based streaming video service that promised to rival Netflix, the dominant player in the market. This was the latest advancement in the history of movie rentals, which had first exploded in the 1980s with the advent of videotape and had gone through several technological transformations before reaching the age of streaming in the 2010s. At the time of Disney’s anno...Starting at €8.20