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Andrew Yang: A New Way Marketing Campaign
Kim, Tami; Yemen, GerryCase DARDEN-M-1018-EMarketingThis field-based case follows Andrew Yang, who went from an unknown to a major competitor in the 2020 Democratic Party presidential race. Yang’s initial rise to fame was largely owed to a group of young people who called themselves the Yang Gang. They made memes, GIFs, and music videos, had lengthy discussions about Yang’s campaign platform on Reddit, showed up at rallies, and served as small donors. This success, however, was a double-edged swor...Starting at €8.20
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Tata: Leadership With Trust
Oana BranzeiCase IVEY-9B10M025-ELeadership and People Management, Marketing, StrategyThe case illustrates the opportunities, challenges and trade-offs involved in the design, evolution and institutionalization of corporate social responsibility (CSR) and corporate sustainability (CS) within the Tata Group, an India-based indigenous multinational enterprise (MNE) with a unique 140-year old commitment to the community as the key stakeholder of business. Despite the 2008-2009 global recession, the Tata Group topped the economic valu...Starting at €8.20
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Bayer CropScience in India (B): Value-Driven Strategy
Charles Dhanaraj; Oana Branzei; Satyajeet SubramanianCase IVEY-9B10M062-ELeadership and People Management, Marketing, StrategyThis supplement to Bayer CropScience in India (A): Against Child Labor focuses on Bayer’s formulation of a value-driven strategy with three pillars: communication, implementation, and education.Starting at €5.74
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Yogurt Mamas: Probiotics in Tanzania
Oana Branzei; David J. Sharp; Jessica Kelly; Osama SiddiquiCase IVEY-9B09M051-EEntrepreneurship, Marketing, StrategyThis case illustrates a grassroots enterprise's path to self-sufficiency in a subsistence market context. It explores the gradual evolution of a business model with strong social mandates (pro-health, pro-women) and asks which growth options best marry profitability and positive social change. The Mwanza, Tanzania-based Yogurt Mamas emerge as entrepreneurial role models in their communities, with funds from Western donors and an exciting new tech...Starting at €8.20
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Facebook: Managing User-Generated Content
Kim, Tami; Yemen, GerryCase DARDEN-M-0976-EMarketingReviewing content at scale had become a challenge for social media firms, and really for any business that worked to keep its public image truthful and accurate. Between public outcry and seemingly unending media investigations, government regulators were becoming increasingly concerned and putting pressure on regulators to evaluate content and privacy issues in social media. During congressional testimony in 2018, Facebook founder Mark Zuckerber...Starting at €8.20
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Bayer CropScience in India (A): Against Child Labor
Charles Dhanaraj; Oana Branzei; Satyajeet SubramanianCase IVEY-9B10M061-ELeadership and People Management, Marketing, StrategyAWARD WINNING CASE - Indian Management Issues and Opportunities Award, 2012 European Foundation for Management Development (EFMD) Case Writing Competition. This case explores value-driven strategy formulation and implementation by bringing to the fore issues of ethics, responsible leadership, social intiatives in emerging markets, and the global-local tensions in corporate social responsibility. It examines how Bayer CropScience addressed the iss...Starting at €8.20
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Customer Insights
Venkatesan, Rajkumar; Kim, TamiExercise DARDEN-M-1013MarketingIn this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools and Google Ads Keyword Planner to explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and, finally, choose paid-search keywords. The exercises culminate in a presentation using the PowerPo...Starting at €8.20
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Customer Journey Map - Teaching note
Venkatesan, Rajkumar; Kim, Tami; Kemp, BiancaTeaching Note DARDEN-M-1012TN-EMarketingTeaching note for product M-1012Starting 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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Bayer CropScience in India (A): Against Child Labor (Spanish version)
Charles Dhanaraj; Oana Branzei; Satyajeet SubramanianCase IVEY-9B10MS61Leadership and People Management, Marketing, StrategyEl caso explora el valor impulsado por la formulación y implementación de estrategias de traer a primer plano las cuestiones de etica, liderazgo responsible, iniciativas sociales en los mercados emergentes y las tensiones global-locales en material de responsabilidad social corporativa. Examina cómo Bayer CropScience trata la cuestion sobre los trabajos infantiles en su cadena de suministro de la semilla de algodón en la India rural entre 2002 y ...Starting at €8.20