Darden University of Virginia (USA)
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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.Teaching Note DARDEN-M-0873TN-EMarketingTeaching note for product M-0873Starting at €0.00
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Transformational Gaming: Zynga's Social Strategy (B)
Werhane, Patricia H.; Mead, Jenny; Hartman, Laura P.; Christmas, DanielleCase DARDEN-E-0361-EBusiness Ethics and Corporate Social ResponsibilityThe B case of this three-case series outlines how Mark Pincus, with help from his sister Laura Hartman, began to implement his new brand of social strategy. Initial steps included two partnerships: (1) Zynga’s YoVille and the San Francisco SPCA; and (2) Mafia Wars and the Huntington’s Disease Society of America. A new program within Zynga was created: Zynga.org, which would focus on global problems and ways to address them. Its first project, in ...Starting at €5.74
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Pricing the EpiPen: This is Going to Sting
Steenburgh, Thomas J.Case 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...Starting at €8.20
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GlobalGiving
Anik, Lalin; Steenburgh, Thomas J.; Steenburgh, LauraCase 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...Starting at €8.20
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Pricing the EpiPen: This is Going to Sting - Teaching Note
Steenburgh, Thomas J.Teaching Note DARDEN-M-0915TN-EMarketingTeaching note for product M-0915Starting at €0.00
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Mastercard: Getting in League with Legends
Kim, Tami; Steenburgh, Thomas J.; Yemen, GerryCase 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...Starting at €8.20
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Progressive Insurance: Making Pay As You Drive a Snap for Consumers
Farris, Paul W.; Thompson, Sylvie; Steenburgh, Thomas J.Case 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...Starting at €8.20
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GlobalGiving - Teaching Note
Anik, Lalin; Steenburgh, Thomas J.Teaching Note DARDEN-M-0938TN-EMarketingTeaching note for product M-0938Starting at €0.00
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Transformational Gaming: Zynga's Social Strategy (A)
Werhane, Patricia H.; Mead, Jenny; Hartman, Laura P.; Christmas, DanielleCase DARDEN-E-0360-EBusiness Ethics and Corporate Social ResponsibilityIn January 2009, Mark Pincus, founder and CEO of the immensely popular and successful Zynga Game Network met with his sister Laura Hartman, DePaul University business ethics professor, to discuss building a new brand of corporate social strategy. Pincus wanted to find a way that Zynga could have a greater social impact on the world. He and Hartman talked about creating a new social strategy that would naturally flow out of Zynga’s success in deve...Starting at €8.20
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Transformational Gaming: Zynga's Social Strategy (C)
Werhane, Patricia H.; Mead, Jenny; Hartman, Laura P.; Christmas, DanielleCase DARDEN-E-0362-EBusiness Ethics and Corporate Social ResponsibilityFollowing the May 2010 Sweet Seeds campaign, Zynga announced that it would expand its FATEM partnership to build a school for children in Haiti who had been affected by the devastating earthquake in January of that year. In one week, more than 45,000 FarmVille users raised $110,000 through the purchase of virtual social goods. Sweet Seeds would be the first of several campaigns Zynga launched to raise funds for the school. In the meantime, Zynga....Starting at €5.74