Darden University of Virginia (USA)
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Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0849-EMarketingThis case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discus...Starting at €8.20
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CO2 Australia-The Case for Carbon Credits
Allayannis, George (Yiorgos); Tenguria, SusheelCase DARDEN-F-1585-EFinanceThis case describes how carbon credits are created via planting Mallee Eucalypt trees by CO2 Australia. The case provides useful background to go along with the technical note "Carbon Credit Markets" (UVA-F-1583), which discusses in greater detail the regulatory frameworks as well as the various mechanisms that exist to allow carbon credit creation and trading.Starting at €8.20
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCase DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...Starting at €8.20
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Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0663-EMarketingThis case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and p...Starting at €8.20
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Carbon Credit Markets
Allayannis, George (Yiorgos); Tenguria, Susheel; Taylor, MattTechnical Note DARDEN-F-1583-EFinanceThis note discusses issues related to carbon markets: Emissions Trading Approaches (Cap-and-Trade, Baseline-and-Credit, and Offsets), Regulatory Framework (Kyoto Protocol), and two key mechanisms of credits creation, Clean Development Mechanism and Joint Implementation; creation and trading of carbon credits (CERs) (markets such as OTC and organized exchanges such as the Chicago Climate Exchange); examples of investors in the carbon market (carbo...Starting at €8.20