Darden University of Virginia (USA)
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Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0828-EMarketingThis case series is taught in Darden's course elective, Managing Consumer Brands. In the spring of 2008, the marketing editor for Wheaties was getting ready for a meeting to discuss ideas about how to reinvigorate one of the most iconic and well-known cereal brands in America, which over the preceding few years had experienced a steady decline in market share. The only limitation the manager would impose was that any new product could not replace...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0829-EMarketingThe marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and designed to help users "Prepare to Win" was introduced to consumers in September 2009, with a 360-degree campaign utilizing television, print, online, and in-store promotions to build awareness. By gaining buy-in early on from Peyton Manning, Kevin Ga...Starting at €5.74
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Wheaties: Reinvigorating an Iconic Brand (A), (B), and (C) - Teaching Note
Moore, Marian Chapman; Weinberg, AdamTeaching Note DARDEN-M-0828TN-EMarketingTeaching note for product M-0828Starting at €0.00
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Moral Relativism
Freeman, R. Edward; Werhane, Patricia H.; Wicks, Andrew C.; Parmar, Bidhan L.; Gilbert, Daniel R. Jr.Technical Note DARDEN-E-0341-EBusiness Ethics and Corporate Social ResponsibilityThis note provides an introduction to moral relativism, discusses the various ways it poses fundamental challenges to engaging in ethical reflection, and offers alternative ways of thinking about ethics that avoid the trap of relativism.Starting at €8.20
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When a Pandemic Hits: Treading H2O and the Possible Pox (A)
James, Erika Hayes; Clifton, Jason; Yemen, GerryCase DARDEN-OB-0940-ELeadership and People ManagementThis five-case series, sold as a package, presents an opportunity for students to understand that having the leadership mindset is not about going from crisis to crisis, but anticipating and shaping your organization. Through four case scenarios, students learn the need to recognize when there is a crisis situation, explore problems that often occur when issues are ignored, and take appropriate actions to remedy the situation. In the (A) case, st...Starting at €8.20
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When a Pandemic Hits: Treading H2O and the Possible Pox (C)
James, Erika Hayes; Clifton, Jason; Yemen, GerryCase DARDEN-OB-0942-ELeadership and People ManagementThis five-case series, sold as a package, presents an opportunity for students to understand that leadership mindset is not going from crisis to crisis, but anticipating and shaping your organization. Through four case scenarios, students learn the need to recognize when there is a crisis situation, explore problems that often occur when issues are ignored, and take appropriate actions to remedy the situation. In the (C) case, two and a half mont...Starting at €5.74
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When a Pandemic Hits: Treading H2O and the Possible Pox (E)
James, Erika Hayes; Clifton, Jason; Yemen, GerryCase DARDEN-OB-0944-ELeadership and People ManagementThis five-part case series, sold as a package, presents an opportunity for students to understand that leadership mindset is not going from crisis to crisis, but anticipating and shaping your organization. Through five case scenarios, students learn the need to recognize when there is a crisis situation, explore problems that often occur when issues are ignored, and take appropriate actions to remedy the situation. The (E) case is nine months aft...Starting at €5.74
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When a Pandemic Hits: Treading H2O and the Possible Pox (B)
James, Erika Hayes; Clifton, Jason; Yemen, GerryCase DARDEN-OB-0941-ELeadership and People ManagementThis five-case series, sold as a package, presents an opportunity for students to understand that leadership mindset is not going from crisis to crisis, but anticipating and shaping your organization. Through four case scenarios, students learn the need to recognize when there is a crisis situation, explore problems that often occur when issues are ignored, and take appropriate actions to remedy the situation. In the (B) case, one month has elaps...Starting at €5.74
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When a Pandemic Hits: Treading H2O and the Possible Pox (D)
James, Erika Hayes; Clifton, Jason; Yemen, GerryCase DARDEN-OB-0943-ELeadership and People ManagementThis five-case series, sold as a package, presents an opportunity for students to understand that leadership mindset is not going from crisis to crisis, but anticipating and shaping your organization. Through four case scenarios, students learn the need to recognize when there is a crisis situation, explore problems that often occur when issues are ignored, and take appropriate actions to remedy the situation. The setting for the (D) case is five...Starting at €5.74
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Wheaties: Reinvigorating an Iconic Brand (C)
Moore, Marian Chapman; Weinberg, Adam; Tang, JeffCase DARDEN-M-0830-EMarketingThe results were not promising following the initial campaign and launch of Wheaties FUEL as sales dipped five months after it had been put on store shelves. Still there was a 96% incremental gain in sales of the original Wheaties, and many of its new consumers were younger than usual. Based on the initial feedback, the team began using a lighter tone in its messaging, and continued to monitor, learn, and optimize the product and the campaign.Starting at €5.74