Darden University of Virginia (USA)
-
The NBA, China, and Social Media: What Are the Rules of the Game?
Wicks, Andrew C.; Becerra, Spencer L.; Schwarz, Margaret A.; Botha, Helet; Mead, JennyCase DARDEN-E-0459Business Ethics and Corporate Social ResponsibilityThe protagonist of this case, the general manager of the Golden State Warriors, an NBA dynasty, must contend with the recent controversy between China (the People's Republic of China, or PRC) and the National Basketball Association (NBA) over a pro–Hong Kong tweet, "Fight for Freedom. Stand with Hong Kong," from the Houston Rockets general manager. Chinese retaliation to this tweet had been swift, with key Rockets marketing partners cutting ties ...Starting at €8.20
-
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
-
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
-
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
-
The Book of Bad Arguments
Wicks, Andrew C.; Freeman, R. Edward; Harris, Jared; Parmar, Bidhan; Mead, Jenny; Mayo, ZacharyTechnical Note DARDEN-E-0408-EBusiness Ethics and Corporate Social ResponsibilityThis note, intended to accompany the short booklet An Illustrated Book of Bad Arguments, discusses the logical framework behind argumentation and presents the basic logical rules necessary to reach sound conclusions. Throughout, it refers to the philosophical foundations of logical reasoning and attempts to address these concepts in the framework of management. By the end, diligent students should be able to identify the necessary structure and c...Starting at €8.20
-
Moral Voice: Talking About Ethics at Work
Harris, Jared; Hess, MeganTechnical Note DARDEN-E-0411-EBusiness Ethics and Corporate Social ResponsibilityThere are a number of reasons that individuals find it challenging to engage in discussion about ethics and values in the workplace environment, yet engagement regarding values is critically important for organizations. Effective organizations talk about and enact their values. This note discusses some of the key barriers to exercising “moral voice” in the workplace environment and offers suggestions for individuals and managers regarding how to ...Starting at €8.20
-
The NBA, China, and Social Media: What Are the Rules of the Game?
Wicks, Andrew C.; Becerra, Spencer L.; Schwarz, Margaret A.; Botha, Helet; Mead, JennyCase DARDEN-E-0459-EBusiness Ethics and Corporate Social ResponsibilityThe protagonist of this case, the general manager of the Golden State Warriors, an NBA dynasty, must contend with the recent controversy between China (the People´s Republic of China, or PRC) and the National Basketball Association (NBA) over a pro–Hong Kong tweet, "Fight for Freedom. Stand with Hong Kong," from the Houston Rockets general manager. Chinese retaliation to this tweet had been swift, with key Rockets marketing partners cutting ties ...Starting at €8.20
-
JetBlue Airways versus American Airlines: A Competitive Dynamics Game
Lenox, Michael; Harris, JaredCase DARDEN-S-0250-EStrategyThis exercise has been used in Darden's first-year strategy course in conjunction with the "JetBlue Airways versus American Airlines" case series and is appropriate for any strategy course in a module addressing competitive dynamics. The purpose of this game is to explore the interdependencies of firms in competitive decision-making situations. The game requires pairs of competing firms to make a series of decisions over 12 rounds, each represent...Starting at €8.20
-
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
-
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