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A Phantom Man(n) at Witchsy: Casting a Spell via Email?
Isabella, Lynn A.; Craddock, JennyCase DARDEN-OB-1255-ELeadership and People ManagementIn the summer of 2015, Los Angeles-based creatives Kate Dwyer and Penelope Gazin were fed up with the censorship of “risqué” goods and artwork sold on the popular online marketplace Etsy. Even though they lacked technical experience and had never built a website before, the two friends committed themselves to building a censorship-free artists’ marketplace, which they would call Witchsy.com. After Dwyer and Gazin had bought the domain name www.w...Starting at €8.20
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Jim Flannigan - Teaching Note
Isabella, Lynn A.; Yemen, Gerry; Craddock, JennyTeaching Note DARDEN-OB-1096TN-ELeadership and People ManagementTeaching note for product OB-1096Starting at €0.00
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Tackling Low Completion Rates-A Compare.com Conundrum (A)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, KyleCase DARDEN-M-0947-EMarketingThis is the first of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem. Completion rates for the site’s detailed online questionnaire were at an alarming low. Site visitors, increasingly accessing the site on mobile devices, were proving they did not have the time or incentive to answe...Starting at €8.20
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Tackling Low Completion Rates-A Compare.com Conundrum (B)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, KyleCase DARDEN-M-0948-EMarketingThis is the second of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem. Completion rates for the site’s detailed online questionnaire were at an alarming low. Site visitors, increasingly accessing the site on mobile devices, were proving they did not have the time or incentive to answ...Starting at €5.74
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0959-EMarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two higher-end boat models were especially odd. Despite one’s superior technical specifications, speed, amenities, and overall value-for-money, their higher end models were hard to sell. However, a lower-qua...Starting at €8.20
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Automation of Marketing Models
Venkatesan, Rajkumar; Craddock, Jenny; Nagji, NoreenTechnical Note DARDEN-M-0965-EMarketingThis technical note gives students an overview of artificial intelligence (AI) and machine learning (ML) in order to help them understand how these fields can contribute to the future of marketing. To provide context, students are first introduced to the history of AI and the basic parameters of AI, ML, and deep learning (DL). The differences between ML and statistical modeling are also described to help students understand that collaboration bet...Starting at €8.20
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Driverless Trucks at Ford: Cruising into a Compromised Brand Identity?
Venkatesan, Rajkumar; Craddock, JennyCase DARDEN-M-0967-EMarketingFord’s F-Series of trucks were first introduced in 1948, and ever since they have represented American identity for their consumers. Both earned media, in movies like Urban Cowboy, and Ford’s paid media positioned Ford as part of the pioneering culture. Ford also constantly introduced innovations to the F-Series to make the trucks more suitable to the changing needs of its consumers. In 2018, Ford’s management decided to retreat from the low-mar...Starting at €8.20
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Sammy Snacks (C)
Hess, Edward D.Case DARDEN-OM-1398-EService and Operations ManagementAppropriate for use in courses on entrepreneurship, operations management, and managing a small business. Due to the cost, the CEO of Sammy Snacks is not happy with the board’s proposal that a sales manager be hired to focus full-time on wholesale sales to individual retail stores. But the board wants tells him if he does not want to hire a full-time salesperson, then he should come back with a strategic plan on how to grow the business quickly. ...Starting at €5.74
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Sammy Snacks (A)-(D) - Teaching Note
Hess, Edward D.Teaching Note DARDEN-OM-1177TN-EService and Operations ManagementTeaching note for product OM-1177Starting at €0.00
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Sysco Corporation
Hess, Edward D.Case DARDEN-S-0140-EStrategyAs a major player in a $200-billion market with only a 15% market share, SYSCO outperforms its industry competition. This execution champion and organic growth winner has figured out how to balance and manage tensions between decentralized entrepreneurial autonomy and centralized controls. But what makes SYSCO different is that its leaders have figured out, on a daily basis, how to keep everyone, from the CEO to the truck driver, focused on the d...Starting at €8.20