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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Workaround: Which Integration Ideas to Explore?
Parmar, Bidhan L.; Mead, Jenny; Leiner, Benjamin; Vambre, DavidCase DARDEN-E-0476-EBusiness Ethics and Corporate Social ResponsibilityAnna Bender, VP of product at Workaround, a large human resources (HR) software firm, had just been presented with a number of different recommendations from her employees on how to integrate the functionality and data from a recently acquired software company that had a leading chat app into Workaround’s offerings. Although she was impressed by many of the suggestions, Bender was also ethically conflicted about some of them. The business opportu...Starting at €8.20
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Ethical Product Design Framework
Leiner, Benjamin; Parmar, Bidhan L.Technical Note DARDEN-E-0502Business Ethics and Corporate Social ResponsibilityTechnologists, particularly product managers, do not make design choices in a vacuum. Often, they have quantitative objectives they hope to achieve as part of their quarterly goals. But purely pursuing those objectives without considering risks to various stakeholders—for example, erosion of users' attention or users becoming politically radicalized—may result in considerable harm for not only the product's users but also for the organization. Th...Starting at €8.20
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Fake News and the News Feed
Parmar, Bidhan L.; Leiner, Benjamin; Mead, JennyCase DARDEN-E-0429Business Ethics and Corporate Social ResponsibilityTessa Lyons was a rising star at Facebook. She had been the project manager in charge of news feed integrity for a little over a year, stationed at the front lines in the battle against misinformation and “fake news.” However, in early 2019, she faced an ethical dilemma that could define her tenure at the company and perhaps her career: whether to ban Alex Jones and the content from his platform, Infowars, from the Facebook news feed.Starting at €8.20
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Workaround: Which Integration Ideas to Explore?
Parmar, Bidhan L.; Mead, Jenny; Leiner, Benjamin; Vambre, DavidCase DARDEN-E-0476Business Ethics and Corporate Social ResponsibilityAnna Bender, VP of product at Workaround, a large human resources (HR) software firm, had just been presented with a number of different recommendations from her employees on how to integrate the functionality and data from a recently acquired software company that had a leading chat app into Workaround’s offerings. Although she was impressed by many of the suggestions, Bender was also ethically conflicted about some of them. The business opportu...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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Workaround: Which Integration Ideas to Explore? - Teaching note
Parmar, Bidhan L.; Mead, Jenny; Leiner, BenjaminTeaching Note DARDEN-E-0476TNBusiness Ethics and Corporate Social ResponsibilityStarting at €0.00