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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Cisco Systems in 2005: From B2B to B2C
Bourgeois, L. J. III; Gupta, GauravCase DARDEN-S-0233-EStrategyWhile awaiting the acquisition of Scientific Atlanta in 2005, Cisco needed to adapt its well-known B2B postmerger integration process to accommodate its budding consumer platform. To deal with the distance and size of the acquisition, Cisco had to shift its growth strategy and enter territories where it had little to no experience.Starting at €8.20
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Crocs, Inc.
Lipson, Marc L.; Gupta, GauravCase DARDEN-F-1589-EFinanceThis case forces students to examine the drivers of value, particularly growth and margins. It is also effective at drawing attention to the relationship between terminal value assumptions and value creation-assumptions that generate a large sensitivity of terminal value to growth rate are assumptions that imply that a great deal of value can still be created from investments after the planning horizon. The narrative features an analyst who is tr...Starting at €8.20
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Delphi Corporation
Eades, Kenneth M.; Gupta, GauravCase DARDEN-F-1617-EFinanceThis case is suitable for students just beginning to learn finance principles but is also appropriate to use in courses with experienced students and executives. In January 2008, Delphi Corporation (Delphi) had been in Chapter 11 bankruptcy for more than two years but appeared to be on the brink of approving a plan of reorganization (POR) that would allow it to emerge from bankruptcy with a significantly improved balance sheet. Delphi’s POR calle...Starting at €8.20
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Crocs: On Rough Water
Fairchild, Gregory B.; Lipson, Marc L.; Loutskina, Elena; Gupta, GauravCase DARDEN-F-1811-EFinanceThis case introduces Ron Snyder, CEO of Crocs, Inc., in 2007, a few years after Crocs went public on the NASDAQ in the largest shoe offering ever. Investor excitement at the time had been palpable - the company had garnered a 48% premium above its initial offer price. Since that time, the stock had grown sixfold to its high just last month, at the end of October. Only a week ago, on November 1, the company’s stock price had plummeted, declining ...Starting at €8.20
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Google, King of Search
Farris, Paul W.; Gray, MarthaCase DARDEN-M-0818-EMarketingThis survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.Starting at €8.20
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Google AdWords
Farris, Paul W.; Gray, MarthaTechnical Note DARDEN-M-0817-EMarketingThis note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics.Starting at €8.20