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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Artificial Intelligence Here and Now: Managing through Hype and Reality
Korinek, Anton; Spencer, AlexanderCase DARDEN-OM-1724-EService and Operations ManagementWhat tangible use does artificial intelligence (AI) have in a typical business setting? In this fictional case, Viviana Valenty, chief technology officer of e-commerce company Corellia, must decide how to incorporate AI in Corellia’s business model to satisfy its main investor. She considers potential use cases for AI in each of Corellia’s five departments: finance, customer service, marketing, operations and warehouse, and content. Each departme...Starting at €8.20
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Cyberattack on Abank
Korinek, Anton; Allayannis, George (Yiorgos)Case DARDEN-F-1979-EFinanceCyberattacks on corporations are an increasingly common phenomenon that imposes significant costs on shareholders, customers, and management. It is instrumental for corporations to both invest in appropriate precautionary security measures and have a comprehensive cybersecurity incident response plan (IRP), led by a skilled incident response team, that defines what procedures to follow. This fictional case is framed from the perspective of Ida ...Starting at €8.20
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Cyberattack on Abank - Teaching Note
Korinek, Anton; Allayannis, George (Yiorgos)Teaching Note DARDEN-F-1979TN-EFinanceTeaching note for product F-1979Starting at €0.00
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Artificial Intelligence Caselets
Wicks, Andrew C.; Nolan, John; Korinek, Anton; Mead, Jenny; Gillespie, KevinCase DARDEN-E-0437-EBusiness Ethics and Corporate Social ResponsibilityThis set of caselets gets to the heart of the ethical issues embedded within the implementation of artificial intelligence (AI) and other advanced forms of automation technology in the workplace. Employee surveillance, customer privacy, replacing workers with machines and programs, using new data-mining techniques in the hiring process, and more—the multilayered dilemmas these new opportunities present increasingly require managers' careful consi...Starting at €8.20
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCase DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...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