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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Bitcoin 2023: Keep "Hodling"? - Teaching note
Appel, Ian; Allayannis, George (Yiorgos)Teaching Note DARDEN-F-2048TN-EFinanceTeaching note for product F-2048Starting at €0.00
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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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David Reyes
Roberts, LauraCase DARDEN-OB-1371-ELeadership and People ManagementThis fictional case introduces David Reyes, the new vice president of marketing for the International Supreme Snacks Corporation (ISSC), giving background on his previous role and reasons for joining ISSC. As Reyes starts his new position, he notices others calling attention to his race and ethnicity rather than his experience. The CEO regularly looks at Reyes, who is Black and Latino, when speaking about ethnic clients. The Black Employees Assoc...Starting at €8.20
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Keisha Y. Taylor
Roberts, LauraCase DARDEN-OB-1372-ELeadership and People ManagementThis fictional case introduces Keisha Y. Taylor, an associate at Century Consulting Corporation (CCC) focused on proving her credibility and advancing through the firm. The case describes her work ethic: how she arrived early to work and stayed late, and received positive feedback from both her clients and her supervisor. It describes her surprise then, to receive a performance rating of 5.0 out of 7.0, which is lower than what most of her collea...Starting at €8.20
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Bitcoin 2023: Keep "Hodling"?
Appel, Ian; Allayannis, George (Yiorgos)Case DARDEN-F-2048-EFinanceThis case examines a fictional hedge fund manager's decision about whether to maintain his fund’s position in bitcoin. It provides an opportunity for students to develop an investment thesis for or against bitcoin, evaluate alternative ways to gain exposure to bitcoin, and consider bitcoin's economic function (e.g., as a currency or commodity). The case can be used in an MBA elective course on fintech, capital markets, or investments.Starting at €8.20