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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Unity Airways: Melissa White (A)
Frey, Sherwood C. Jr.; Bass, Lucien; Yu, ElaineCase DARDEN-QA-0721-EDecision AnalysisMelissa White, a Richmond-based consultant, looked forward to the short visit with her parents in Hong Kong. She had booked her itinerary with Unity Airways and was about to begin the journey. Please see the (B) case (UVA-QA-0722) for the unfortunate details regarding the beginnings of her trip.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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Unity Airways: Melissa White (B)
Frey, Sherwood C. Jr.; Bass, Lucien; Yu, ElaineCase DARDEN-QA-0722-EDecision AnalysisMelissa White was on her way for a long-awaited visit with her parents in Hong Kong. But the first leg of her trip, a Unity Airways Washington–Chicago flight, was forced to return to Washington, D.C., due to engine trouble. After waiting three hours at customer service for the rebooking of her itinerary, White reached the front of the line. She was prepared to hear that her trip would be delayed a day. Although this would shorten the stay with he...Starting at €5.74
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Unity Airways: Chris Watson (A)
Frey, Sherwood C. Jr.; Bass, Lucien; Yu, ElaineCase DARDEN-QA-0723-EDecision AnalysisChris Watson, a customer service representative at Unity Airways, had just begun to address the rebooking of Melissa White, one of the almost 100 passengers whose itineraries would have to change due to an in-flight emergency with a Washington-Chicago flight. White's ultimate destination was Hong Kong; unfortunately, all the available rebooking alternatives involved at least a one-day delay in her arrival. Watson needed to take care of White's ne...Starting at €8.20