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Brand Purpose
Whitler, Kimberly A.; Pohl, MarkTechnical Note 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 theStarting at €8.20
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Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Whitler, Kimberly A.; Wooten, David; Nolan, LiamCase DARDEN-M-1019-EMarketingThis case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presenting a chronology of Coke’s statements as the firm responded to consumer and organizational actions, the case enables students to explore the challenges associated with the following: 1) aligning activism with brand purpose, 2) engaging in activism in a...Starting at €8.20
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Boots Unlimited: Getting a Foot in the Door (A), (B), and (C) - Teaching Note
Farris, Paul W.; Goldberg, RebeccaTeaching Note DARDEN-M-0970TN-EMarketingTeaching note for product M-0970Starting at €0.00
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10 Marketing Scenarios
Cian, LucaExercise DARDEN-M-1010-EMarketingThis exercise aims to provide a rich discussion around marketing research. Specifically, this exercise presents 10 mini-scenarios that could be resolved with proper marketing research techniques. This exercise can be used as a midterm exam or an in-class exercise to summarize and discuss different marketing research techniques, along with their pros and cons.Starting at €8.20
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Land O'Lakes: The Search for Growth
Moore, Marian Chapman; Liedtka, Jeanne M.; West, MimiCase DARDEN-S-0248-EMarketingThis field-based case is one of three available case-based simulations that can be used as the basis for a multisession course on design thinking (alongside “Design Thinking at Arena Industries: Designing an Employee Wellness Approach” [UVA-S-0240] and “Design Thinking at Trenton State College: Designing a Faculty Retirement Experience” [UVA-S-0241]). A teaching note for all three cases, “Design Thinking Course Module (TN)” (UVA-BP-0550TN), offer...Starting at €8.20
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Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineCase DARDEN-M-0722-EMarketing”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) an...Starting at €8.20
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The Cycling Industry
Farris, Paul W.; Hoeller, DanielTechnical Note DARDEN-M-0744-EMarketingThis note explores brand evolution in a growing industry. Four high-end U.S. bicycle frame manufacturers (Trek, Seven, Moots, and Cérvolo) compete for brand status in the $2,000-and-up mountain bike market. Challenged by a coming carbon shortage and famed cyclist Lance Armstrong's retirement, the continued domination of Asian imports, and the reduction in the number of local bike shops, this industry faces significant strategy challenges.Starting at €8.20
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ZS Associates: Sales Force Sizing
Spekman, Robert E.; Kumar, Sameer; Kalla, AryaCase DARDEN-M-0745-EMarketingThis case describes a consulting firm that is assisting a pharmaceutical company as it faces a strategic question regarding how to determine the size of its sales force. An Excel file containing two of the case exhibits is included and is available by contacting sales@dardenbusinesspublishing.com. A related Technical Note entitled "A Note on Sizing the Sales Force" (UVA-M-0746) is available that describes several approaches one could employ to si...Starting at €8.20
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Does TripSense Make Sense?
Farris, Paul W.; Skurnik, Ian; Zimmerman, AlanCase DARDEN-M-0757-EMarketingThis case prompts students to determine how Progressive Insurance can best assess the customer interest, technical feasibility, economic viability, and actuarial justification of TripSense, its usage-based pricing program.Starting at €8.20
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Progressive Insurance: Not Your Standard Insurance Story
Farris, Paul W.; Pfeifer, Phillip E.; Zimmerman, AlanCase DARDEN-M-0758-EMarketingProgressive Insurance, a leader in the automotive insurance market, has succeeded through innovation. This case describes the company’s strategies for differentiating its service through programs such as Immediate Response Vehicles and Express Quote. Through these programs and a series of creative advertising campaigns, Progressive has built a strong brand in a relatively short time.Starting at €8.20