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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Unity Airways: Melissa White (A)
Frey, Sherwood C. Jr.; Bass, Lucien; Yu, ElaineCase DARDEN-QA-0721-EDecision AnalysisMelissa White, a Richmond-based consultant, looked forward to the short visit with her parents in Hong Kong. She had booked her itinerary with Unity Airways and was about to begin the journey. Please see the (B) case (UVA-QA-0722) for the unfortunate details regarding the beginnings of her trip.Starting at €8.20
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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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Unity Airways: Melissa White (B)
Frey, Sherwood C. Jr.; Bass, Lucien; Yu, ElaineCase DARDEN-QA-0722-EDecision AnalysisMelissa White was on her way for a long-awaited visit with her parents in Hong Kong. But the first leg of her trip, a Unity Airways Washington–Chicago flight, was forced to return to Washington, D.C., due to engine trouble. After waiting three hours at customer service for the rebooking of her itinerary, White reached the front of the line. She was prepared to hear that her trip would be delayed a day. Although this would shorten the stay with he...Starting at €5.74
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Unity Airways: Chris Watson (A)
Frey, Sherwood C. Jr.; Bass, Lucien; Yu, ElaineCase DARDEN-QA-0723-EDecision AnalysisChris Watson, a customer service representative at Unity Airways, had just begun to address the rebooking of Melissa White, one of the almost 100 passengers whose itineraries would have to change due to an in-flight emergency with a Washington-Chicago flight. White's ultimate destination was Hong Kong; unfortunately, all the available rebooking alternatives involved at least a one-day delay in her arrival. Watson needed to take care of White's ne...Starting at €8.20