Darden University of Virginia (USA)
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Trump v. Twitter, et al. -Teaching note
Touve, DavidTeaching Note DARDEN-S-0360TN-EStrategyTeaching note for product S-0360Starting at €0.00
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Rohvi
Anik, Lalin; Mittal, Aerika; Yemen, GerryCase DARDEN-M-1007-EMarketingThis case uses a start-up in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an innovative process and use of persuasion in order to align business practices with human behavior and scale. In addition, it gives the opportunity to discuss how a minimal tech solution could bring in market data and provide a test platform to larger cl...Starting at €8.20
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Rohvi - Teaching Note
Anik, Lalin; Yemen, GerryTeaching Note DARDEN-M-1007TN-EMarketingTeaching Note for product M-1007Starting at €0.00
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Yamaha Corporation's Corporate Strategy
Bourgeois, L. J. III; Spreadbury, Andrew W.Case DARDEN-S-0139-EStrategyWith a far more diversified product range than any of its competitors in the electronic keyboard market, Yamaha had pursued a corporate strategy of diversification since World War II. The company had branched into the cutthroat competition of television, VCR, and audio-equipment production. With only its manufacturing-related capabilities supporting these businesses, Yamaha Corporation did not fare well with them because top executives were not a...Starting at €8.20
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GlobalGiving
Anik, Lalin; Steenburgh, Thomas J.; Steenburgh, LauraCase DARDEN-M-0938-EMarketingNonprofits are facing a growing challenge to retain donors. At a time when acquiring a new donor is three times as expensive as retaining an existing donor and donor attrition stands at an all-time high, nonprofits are looking to increase the lifetime value of their donors. This case presents a new means by which nonprofits can induce donors to give today and commit to giving in the future. The positive results of a low-cost, high-yield experimen...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
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From Heineken with Love: James Bond Product Promotion
Anik, Lalin; Miles, JohnnyCase DARDEN-M-0952-EMarketingThe producers of the newest James Bond film, Spectre, had a difficult sponsorship decision to make before filming of the movie began in one month. Up for consideration was a highly lucrative product promotion with Heineken, which offered both a sizable contribution to the film as well as a high-budget advertising campaign. The studio was looking for any way it could to reduce the cost of the film (which was nearing $250 million), but the producer...Starting at €8.20
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Twenty-Six Words that Shape the Internet
Touve, DavidTechnical Note DARDEN-S-0364-EStrategyThis note provides background on Title 47 US Code § 230, the section of federal law that protects internet companies from liability for the content shared by users, and for the moderation and even removal of that content if considered objectionable. So ceStarting at €8.20
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Experimentation Caselets
Anik, Lalin; Hauser, RyanCase DARDEN-M-0951-EMarketingThis is a collection of four caselets that aim to provide a rich discussion around why experimentation in business is important and how it can be properly designed to improve short-term tactical and long-term strategic decisions. Specifically, this document presents four different business problems that could be resolved with proper experimentation techniques. The decisions range from the initial evaluation of whether an experiment is needed to h...Starting at €8.20
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A General Theory of Coolness
Anik, Lalin; Miles, Johnny; Hauser, RyanTechnical Note DARDEN-M-0953-EMarketingCoolness is a quality that is widely desired but not widely understood. While many brands seek to establish themselves as “cool,” few have a clear idea of how to get there. In this technical note, we present a general framework for coolness that can be used by consumers and managers alike to better understand how to create an air of cool around themselves, their brand, or their products. Our framework rests on four traits: autonomy, authenticity...Starting at €8.20