Darden University of Virginia (USA)
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Rock Star or Shooting Star? (A) and (B) - Teaching Note
Isabella, Lynn A.; Gibson, MadelineTeaching Note DARDEN-OB-1198TN-ELeadership and People ManagementTeaching note for product OB-1198Starting at €0.00
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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Competitive-Cost Analysis: Cost-Driver Framework
Laseter, Timothy M.; Heckel, Ken; Huang, AngelaTechnical Note DARDEN-OM-1254-EService and Operations ManagementThe first in a five-part series on competitive-cost analysis, this note introduces cost drivers, presents a conceptual framework for organizing them, and explains various applications of competitive-cost analysis. It also offers a set of principles to consider when developing cost models for competitive analysis.Starting at €8.20
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Competitive-Cost Analysis: Cost-Modeling Techniques
Laseter, Timothy M.; Heckel, Ken; Huang, AngelaTechnical Note DARDEN-OM-1255-EService and Operations ManagementThe second in a five-part series on competitive-cost analysis, this note provides a general discussion of four specific tools that will further assist in analyzing cost drivers for competitive analysis. These techniques include teardown analysis, public data sources, scale curves, and utilization curves.Starting at €8.20
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Competitive-Cost Analysis: Scale and Utilization Calculations
Laseter, Timothy M.; Heckel, Ken; Huang, AngelaTechnical Note DARDEN-OM-1256-EService and Operations ManagementThis third note in a five-part series on competitive-cost analysis provides detailed guidance on calculating scale curves and utilization effects.Starting at €8.20
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To Understand Consumer Behavior, Think Like a Marketplace Scientist
Anik, Lalin; Hauser, Ryan; Gibson, MadelineTechnical Note DARDEN-M-0950-EMarketingThis technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true experiment, highlighting the differences between testing and management by intuition. It then goes on to explain when it is appropriate to use experiments, outlines several different types of experiments, and provides their strengths and weaknesses. N...Starting at €8.20
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Sunnyside Fields
Farris, Paul W.; Norton, JohnCase DARDEN-M-0781-EMarketingThis case illustrates the problems of a small hydroponic produce company trying to achieve breadth and depth of distribution for its product. The company is considering bypassing traditional channels and selling directly to stores and restaurants. The economics of the proposition are central to the case.Starting at €8.20