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A Note on Market Definition, Segmentation, and Targeting: Three (of Four) Steps in Developing Marketing Strategy
Moore, Marian Chapman; Whitler, Kimberly A.Technical Note DARDEN-M-0895-EMarketingMarketing strategy, part of the marketing planning process, flows directly from a company’s goals and helps define how the marketing organization will help the firm achieve its objectives. Marketing strategy is guided by the goals and objectives of the organization, the business unit, or the particular product or service for which the plan is developed. The choice of which marketing strategy (or strategies) to pursue then guides the marketing mi...Starting at €8.20
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Don't Begin Your Business Plan Project Without Addressing These Issues!
Johnson, RobTechnical Note EN-8-EEntrepreneurshipThe note discusses important management team issues that should be sorted out when starting a new venture.Starting at €8.20
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Positioning: The Essence of Marketing Strategy
Moore, Marian Chapman; Helstein, RichardTechnical Note DARDEN-M-0754-EMarketingThis note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when mak...Starting at €8.20
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The Customer-Focused Growth Project
Moore, Marian Chapman; Urbany, Joel E.Technical Note DARDEN-M-0798-EMarketingThis note guides students or Executive Education participants through an exercise to help identify growth opportunities for their business units. The Customer-Focused Growth Project consists of 10 steps that lead to a vetted growth strategy based on an analysis of the company, a customer (or customer segment), and competitors. Readers work through the first five steps to identify three potential growth ideas. They then follow the remaining five s...Starting at €8.20
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An Approach to Structuring Venture Investments
Claflin T. M.; Johnson, RobTechnical Note EN-7-EEntrepreneurship, Innovation and ChangeThe note describes a specific structure for financings for early-stage private companies.Starting at €8.20
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Valuing Early-Stage Businesses: The Venture Capital Method
Johnson, RobTechnical Note EN-33-EMethod used by venture capitalists to value start-ups and early-stage companies.Starting at €8.20
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Assessing a New Business Opportunity
Johnson, RobTechnical Note EN-17-EEntrepreneurship, Finance, Information TechnologiesThe technical note describes how professional investors make an initial assessment of a new business idea. It provides an important framework for both entrepreneurs and investors.Starting at €8.20
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Linking Products and Consumers: The Consumer Benefit Ladder Approach
Moore, Marian ChapmanTechnical Note DARDEN-M-0750-EMarketingThis note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth.Starting at €8.20
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Un enfoque sobre la estructuración de las inversiones de capital riesgo
Claflin T. M.; Johnson, RobTechnical Note EN-7Entrepreneurship, Innovation and ChangeEsta nota describe una estructura específica para la financiación de empresas privadas en fase inicial.Starting at €8.20
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Evaluar las empresas en su etapa inicial: el método del capital riesgo
Johnson, RobTechnical Note EN-33Método utilizado por los inversores de capital riesgo para valorar las empresas emergentes o en fase inicial.Starting at €8.20