Darden University of Virginia (USA)
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Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0849-EMarketingThis case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discus...Starting at €8.20
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Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0663-EMarketingThis case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and p...Starting at €8.20
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Conflicting Loyalties: Friends Helping Friends? (A)
Gentile, Mary; Lopez-Jimenez, Liliana; Guevara-Zuluaga, Manuela; Aguilar-Pulido, JulietteCase DARDEN-OB-1375-ELeadership and People ManagementAs a senior project manager for the Colombian office of a consulting services firm, Lucia is responsible for hiring decisions regarding junior consultants. During a recent recruitment process, Lucia found out that a candidate who achieved a perfect score on the written test had cheated, with the help of Lucia’s subordinate and close friend. She further learned that this candidate was motivated to commit fraud because of the medical needs of his y...Starting at €8.20
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Product-Line Strategy at Porsche: The Effect of New Models on the Porsche Brand and the 911
Farris, Paul W.; Kang, Eric; Mitchell, JordanCase DARDEN-M-0695-EMarketingThe Porsche 911 has long been the face of the company's product line. Over the years, Porsche has added models priced either above or below the 911, but only the lower-priced models have sold well. Porsche seems to struggle between what an executive calls the "pull of the market" and the "tug of brand equity." This case provides an opportunity for students to analyze the optimal breadth of a product line that will balance sales, profitability, de...Starting at €8.20
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Conflicting Loyalties: Friends Helping Friends? (B)
Gentile, Mary; Lopez-Jimenez, Liliana; Guevara-Zuluaga, Manuela; Aguilar-Pulido, JulietteCase DARDEN-OB-1376-ELeadership and People ManagementAs a senior project manager for the Colombian office of a consulting services firm, Lucia is responsible for hiring decisions regarding junior consultants. During a recent recruitment process, Lucia found out that a candidate who had achieved a perfect score at the written test had cheated, with the help of Lucia’s subordinate and close friend. She further learned that this candidate had been motivated to commit fraud because of the medical needs...Starting at €5.74
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Conflicting Loyalties: Friends Helping Friends? (A) and (B) - Teaching note
Gentile, Mary; Lopez-Jimenez, Liliana; Guevara-Zuluaga, Manuela; Aguilar-Pulido, JulietteTeaching Note DARDEN-OB-1375TN-ELeadership and People ManagementTeaching note for product OB-1375Starting at €0.00