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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Parsons Brinckerhoff: The Second Avenue Subway (B)
Wilcox, Ronald T.; Santos, Carlos MichaelCase DARDEN-M-0794-EMarketingCan a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client’s own? Emphasizing both its engineering capability and 80 years’ experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its history and top-level Metropolitan Transit Authority con...Starting at €5.74
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Parsons Brinckerhoff: The Second Avenue Subway (C)
Wilcox, Ronald T.; Santos, Carlos MichaelCase DARDEN-M-0795-EMarketingCan a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client’s own? Emphasizing both its engineering capability and 80 years’ experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its history and top-level Metropolitan Transit Authority con...Starting at €5.74
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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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Parsons Brinckerhoff: The Second Avenue Subway (A)
Wilcox, Ronald T.; Santos, Carlos MichaelCase DARDEN-M-0793-EMarketingCan a company base a major proposal on its good reputation, history with the client, and a perspective that differs from the client’s own? Emphasizing both its engineering capability and 80 years’ experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its history and top-level MTA connections make it a shoe-in. ...Starting at €8.20
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Route 11 Potato Chips
Wilcox, Ronald T.; Santos, Carlos MichaelCase DARDEN-M-0810-EMarketingRoute 11 Chips, a regional potato chip company, is struggling with whether to reduce the number of flavors it markets. Additional flavors add operational cost, but management believes that some of the flavors are important to Route 11's brand image and that trimming the line might damage the brand. Route 11 has also taken a price increase recently and management is interested in finding out if there is additional room to raise prices. To analyze ...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