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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The NBA, China, and Social Media: What Are the Rules of the Game?
Wicks, Andrew C.; Becerra, Spencer L.; Schwarz, Margaret A.; Botha, Helet; Mead, JennyCase DARDEN-E-0459Business Ethics and Corporate Social ResponsibilityThe protagonist of this case, the general manager of the Golden State Warriors, an NBA dynasty, must contend with the recent controversy between China (the People's Republic of China, or PRC) and the National Basketball Association (NBA) over a pro–Hong Kong tweet, "Fight for Freedom. Stand with Hong Kong," from the Houston Rockets general manager. Chinese retaliation to this tweet had been swift, with key Rockets marketing partners cutting ties ...Starting at €8.20
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Going to a Gym to Bring Healthy Returns
Loutskina, Elena; Brown, Matt; Bard, DavidCase DARDEN-F-2020FinanceKevin Robbins, a partner in District Capital Partners (DCP), had spent months researching an opportunity to invest in Blue Steel, Inc. (Blue Steel), one of the largest operators of Planet Fitness gyms in the country. What had started as a single franchisee investment quickly grew into something more. DCP's Investment Committee (IC) had given Robbins the green light to consider future investment in the Planet Fitness franchisee base. For DCP, Blu...Starting at €8.20
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The NBA, China, and Social Media: What Are the Rules of the Game?
Wicks, Andrew C.; Becerra, Spencer L.; Schwarz, Margaret A.; Botha, Helet; Mead, JennyCase DARDEN-E-0459-EBusiness Ethics and Corporate Social ResponsibilityThe protagonist of this case, the general manager of the Golden State Warriors, an NBA dynasty, must contend with the recent controversy between China (the People´s Republic of China, or PRC) and the National Basketball Association (NBA) over a pro–Hong Kong tweet, "Fight for Freedom. Stand with Hong Kong," from the Houston Rockets general manager. Chinese retaliation to this tweet had been swift, with key Rockets marketing partners cutting ties ...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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Going to a Gym to Bring Healthy Returns
Loutskina, Elena; Brown, Matt; Bard, DavidCase DARDEN-F-2020-EFinanceKevin Robbins, a partner in District Capital Partners (DCP), is exploring an opportunity to invest in Blue Steel, Inc. (Blue Steel), one of the largest operators of Planet Fitness gyms in the country. Blue Steel represents the opportunity to acquire a premier franchisee of a highly successful concept with significant potential for both organic and acquisitive growth. Robbins's team is preparing to present to the investment committee the results o...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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The Constitutional Roots of Freedom of Speech
Wicks, Andrew C.; Becerra, Spencer L.; Botha, Helet; Mead, JennyTechnical Note DARDEN-E-0460-EBusiness Ethics and Corporate Social ResponsibilityThis note, written to accompany "The NBA, China, and Social Media: What Are the Rules of the Game?" (UVA-E-0459) but useful in tandem with other cases, charts the history of freedom of speech in the United States. The US Constitution did not originally inStarting at €8.20