Darden University of Virginia (USA)
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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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GidaExpress: Grocery Delivery in Turkey
Yildiz, Ozlem; Goldberg, Rebecca; Stouras, Kostas; Weiss, Elliott N.Case DARDEN-OM-1635-EService and Operations ManagementThis fictional, international case explores online delivery models through the voices of two female protagonists: Melis Aydin, COO, who is from Turkey; and Athena Galini, CEO, who is from Greece. They have recently begun an online grocery-delivery (OGD) service called GidaExpress (i.e., Express Food) by closing on a TRY300,000 low-interest loan and entering a start-up incubator in Istanbul, Turkey. Aydin and Galani are evaluating three models for...Starting at €8.20
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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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Coworking in Scott's Addition: Capacity and Pricing Strategy (A) and (B) -Teaching Note
Yildiz, Ozlem; Popescu, Dana; Goldberg, RebeccaTeaching Note DARDEN-OM-1694TN-EService and Operations ManagementTeaching note for product OM-1694Starting at €0.00