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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Held Hostage in the 21st Century: Cybersecurity, Ransomware, and Crisis Management (A)
Gentile, Mary; Feehan, RossCase DARDEN-OB-1392-ELeadership and People ManagementThis case is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values. Anni Anderson is the founder and CEO of Selah, a software and application company that aims to support users with everyday communication. Selah is a relatively young start-up that saw explosive customer-acquisition growth during the COVID-19 pandemic. Much to Anderson’...Starting at €8.20
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Held Hostage in the 21st Century: Cybersecurity, Ransomware, and Crisis Management (B)
Gentile, Mary; Feehan, RossCase DARDEN-OB-1393-ELeadership and People ManagementThis case is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values. Anni Anderson is the founder and CEO of Selah, a software and application company that aims to support users with everyday communication. Selah is a relatively young start-up that saw explosive customer-acquisition growth during the COVID-19 pandemic. Much to Anderson’...Starting at €5.74
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Held Hostage in the 21st Century: Cybersecurity, Ransomware, and Crisis Management (A) and (B) - Teaching note
Gentile, Mary; Feehan, RossTeaching Note DARDEN-OB-1392TN-ELeadership and People ManagementStarting at €0.00