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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Longview Services
Fairchild, Gregory B.; Rourke, BradCase DARDEN-ENT-0170-EEntrepreneurshipThis case traces the history of an engineering consulting firm and highlights differences between its two principals. The partnership worked very well overall, and Longview Services made money from the start. But it soon became clear that the duo had some differences in style that would need to be worked through.Starting at €8.20
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BandyWorks (B): Tom Bandy – Growing, Letting Go
Fairchild, Gregory B.; Rourke, BradCase DARDEN-ENT-0182-EEntrepreneurshipTom Bandy was no stranger to entrepreneurship and the problems brought about by success. Having honed his programming skills in the 1980s, he had already founded a database company that had seen great success—and then had been squeezed out by investors. In 2005, he founded BandyWorks, a computing services consulting firm, self-funding and achieving great success only four years later. In 2011, however, a development crisis popped up within BandyW...Starting at €5.74
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A Bowl of Good: Defining the Partnership
Fairchild, Gregory B.; Rourke, BradCase DARDEN-ENT-0183-EEntrepreneurshipKatrina Didot is founder and owner of A Bowl of Good, an organic soup business in Harrisonburg, Virginia. A Bowl of Good has been part of a café selling original soups and other foods, and has also sold soups at farmers markets, through distributors, and through other restaurants. Didot believes her business has plateaued and is seeking a partner in order to grow. However, she has had bad experiences with a number of partnerships and agreements, ...Starting at €8.20
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New River Apparel: Trot or Gallop? - Teaching Note
Fairchild, Gregory B.; Rourke, BradTeaching Note DARDEN-ENT-0194TN-EEntrepreneurshipTeaching note for product ENT-0194Starting at €0.00
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Haynsworth’s Inc.: Should I Stay or Should I Go? - Teaching Note
Fairchild, Gregory B.; Rourke, BradTeaching Note DARDEN-ENT-0171TN-EEntrepreneurshipTeaching note for product ENT-0171Starting at €0.00
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Coalfields Coffee: Where to Go? - Teaching Note
Fairchild, Gregory B.; Rourke, BradTeaching Note DARDEN-ENT-0184TN-EEntrepreneurshipTeaching note for product ENT-0184Starting at €0.00
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A Bowl of Good: Defining the Partnership - Teaching Note
Fairchild, Gregory B.; Rourke, BradTeaching Note DARDEN-ENT-0183TN-EEntrepreneurshipTeaching note of product ENT-0183Starting at €0.00