Darden University of Virginia (USA)
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0959-EMarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two higher-end boat models were especially odd. Despite one’s superior technical specifications, speed, amenities, and overall value-for-money, their higher end models were hard to sell. However, a lower-qua...Starting at €8.20
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0959MarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two hiStarting at €8.20
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (C)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0961-EMarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two higher-end boat models were especially odd. Despite one’s superior technical specifications, speed, amenities, and overall value-for-money, their higher end models were hard to sell. However, a lower-qua...Starting at €5.74
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A), (B), and (C) - Teaching Note
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraTeaching Note DARDEN-M-0959TN-EMarketingTeaching note for product M-0959Starting at €0.00
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Ubernomics (A)
Rodriguez, Peter L.; Johnson, RandyCase DARDEN-GEM-0140-EEconomicsThe rapid rise of app-based “ridesharing” services, led by San Francisco–based companies Uber and Lyft, had a disruptive effect on the existing market. Uber and Lyft dominated the ridesharing market in the United States and many other markets, although other companies such as Sidecar and Cabulous drove key innovations in the service. By 2015 Uber was clearly the dominant firm. Despite encountering opposition from regulators and traditional taxi c...Starting at €8.20
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Ubernomics (B): Uber's Car Services
Rodriguez, Peter L.; Johnson, RandyCase DARDEN-GEM-0141-EEconomicsUber offered a variety of car services that varied by city. The full-range of services included UberX, UberBLACK, UberSUV, UberSELECT/PLUS, UberXL, UberLUX, and UberTAXI. The services varied by type of car offered and fare charged. In large cities, the option to select among a variety of private transportation services and car types existed long before Uber and other ridesharing services came on the scene. It seemed straightforward then that diff...Starting at €5.74
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Ubernomics (C): Driver and Passenger Ratings
Rodriguez, Peter L.; Johnson, RandyCase DARDEN-GEM-0142-EEconomicsA key difference between ridesharing services and standard yellow taxis was the rating system. After a trip using a ridesharing service, riders were encouraged to rate their drivers on a scale of one to five stars. The rating systems put immense pressure on drivers to maintain as high a rating as possible. Many drivers regarded the rating system as unfair, because they were sometimes penalized for factors out of their control. But just as passeng...Starting at €5.74