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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Tranlin, Inc. (A)
Freeman, R. Edward; Wu, Yi; Douthit, Jill; Mead, JennyCase DARDEN-E-0400-EBusiness Ethics and Corporate Social ResponsibilityIn June 2014, China-based Tranlin, Inc., announced a historic $2 billion investment over the next five years to build and operate the company’s first advanced manufacturing facility in the United States on an 850-acre campus at the James River Industrial Center in Chesterfield County, Virginia. The company’s investment in this facility represented the largest foreign direct investment in the United States ever led by a China-based, privately owne...Starting at €8.20
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Tranlin, Inc. (B)
Freeman, R. Edward; Wu, Yi; Douthit, Jill; Mead, Jenny; Manno, CarloCase DARDEN-E-0401-EBusiness Ethics and Corporate Social ResponsibilityTranlin’s technology and its business model offered a very promising future for its various stakeholders. In its initiative stage, communication with stakeholders was crucial in order for them to understand Tranlin’s mission, the obvious and potential benefits for them, and the kinds of support needed from them. While there were obvious benefits, there were nonetheless issues that Tranlin needed to address, and communication strategies it needed ...Starting at €5.74
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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
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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