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Darden University of Virginia (USA)
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Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineCase DARDEN-M-0722-EMarketing”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) an...Starting at €8.20
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Green Ox - Teaching Note
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineTeaching Note DARDEN-M-0722TN-EMarketingTeaching note for product M-0722Starting at €0.00
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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