Darden University of Virginia (USA)
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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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Translating Personal Tragedy into Action: Starting the Dr. Lorna Breen Heroes' Foundation
Matherne, G. Paul; Orr, Emily Jane; Behrman, KatelynCase DARDEN-E-0462-EBusiness Ethics and Corporate Social ResponsibilityIn 2020, Jennifer and Corey Feist started the Dr. Lorna Breen Heroes’ Fund in memory of Jennifer’s sister. As the head of the emergency department at a Manhattan hospital, Lorna Breen had treated patients at hospitals overwhelmed by the COVID-19 pandemic,Starting at €8.20
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Genetic Testing: Where Is the Real Risk?
Matherne, G. Paul; Behrman, Katelyn; Thomas, Matthew J.Case DARDEN-OM-1744-EService and Operations ManagementSandra Martinez, a junior partner in a new biotech venture capital fund, is working on a due diligence report on a new genetic testing firm that plans to launch a direct-to-consumer (DTC) platform for assessing cancer risk. She is mildly concerned about some bad publicity around a faulty chip used in DTC genetic testing, then becomes more worried as she looks deeper into genetic testing itself. She learns that some women have undergone major surg...Starting at €8.20
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Translating Personal Tragedy into Action: Starting the Dr. Lorna Breen Heroes' Foundation -Teaching Note
Matherne, G. Paul; Behrman, KatelynTeaching Note DARDEN-E-0462TN-EBusiness Ethics and Corporate Social ResponsibilityTeaching note for product E-0462Starting at €0.00
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Tests and Triumphs in Telemedicine (A) and (B) (TN)
Matherne, G. Paul; Behrman, Katelyn; Shepard, Taylor AnneTeaching Note DARDEN-E-0468TN-EBusiness Ethics and Corporate Social ResponsibilityTeaching note for products E-0468 and E-0469Starting at €0.00
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A Partner for Mary Washington: Glide with Cerner or Chart a New Path with Epic (A) and (B) - Teaching note
Matherne, G. Paul; Behrman, Katelyn; Elcan, ElizabethTeaching Note DARDEN-OM-1731TN-EService and Operations ManagementTeaching note for product OM-1731Starting at €0.00