Darden University of Virginia (USA)
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Rock Star or Shooting Star? (A) and (B) - Teaching Note
Isabella, Lynn A.; Gibson, MadelineTeaching Note DARDEN-OB-1198TN-ELeadership and People ManagementTeaching note for product OB-1198Starting at €0.00
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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Naval Air Station Kodiak
Sack, Robert J.; McCarthy, J. D.; Pottinger, JeffCase DARDEN-C-2321-EAccounting and ControlCAPT Scott “Rattler” Smithson, weeks away from being relieved of duty at an air station that had achieved a performance record of virtual perfection, has received a surprise message from his Regional Commander that he fears will disrupt everything he’d worked so hard to achieve. The message indicates that the Commander Navy Installations Command (CNIC) headquarters had just issued a directive to all Regional Commanders to propose adjustments to r...Starting at €8.20
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Naval Supply Systems Command: Leading Change (B)
Cross, Tom; Pottinger, Jeff; Harris, Jared D.; McCarthy, J. D.Case DARDEN-S-0149-EStrategyThe Commanding Officer, Fleet and Industrial Supply Center Jacksonville (FISC Jax) has returned from a meeting that was the latest step in NAVSUP’s effort to determine how best to meet customers’ needs and align with the NAVSUP Strategic Plan to generate savings for recapitalization. FISC Jax’s mission is to provide Navy, Marine Corps, Joint, and Allied forces with quality supplies and services on a timely basis. He reminds the NAVSUP leadership ...Starting at €5.74
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To Understand Consumer Behavior, Think Like a Marketplace Scientist
Anik, Lalin; Hauser, Ryan; Gibson, MadelineTechnical Note DARDEN-M-0950-EMarketingThis technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true experiment, highlighting the differences between testing and management by intuition. It then goes on to explain when it is appropriate to use experiments, outlines several different types of experiments, and provides their strengths and weaknesses. N...Starting at €8.20
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Naval Station Anchorage
Pottinger, Jeff; McCarthy, J. D.; Sack, Robert J.Case DARDEN-C-2320-EAccounting and ControlCAPT Jake Branson is beginning his first week at work after assuming command of NAVSTA Anchorage. He has received a message from his Regional Commander indicating that Commander Naval Installations Command (CNIC) headquarters has just issued a requirement for all Regional Commanders to propose adjustments that would reduce its annual operating expenses by 3% (i.e., reduce its total annual authorized funding level by 3%) without sacrificing requir...Starting at €8.20
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Naval Supply Systems Command: Leading Change (A)
Cross, Tom; Pottinger, Jeff; Harris, Jared D.; McCarthy, J. D.Case DARDEN-S-0148-EStrategyThe effects of a declining resource environment were evident in the challenges facing the Commander of Naval Supply Systems Command in maintaining the readiness of Pacific Fleet forces. His superiors were calling for a significant transformation in the Navy’s business practices to overcome what was then projected as a $10 billion annual shortfall in the amount needed to recapitalize the fleet. But returning readiness levels to acceptable levels, ...Starting at €8.20