Darden University of Virginia (USA)
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Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0828-EMarketingThis case series is taught in Darden's course elective, Managing Consumer Brands. In the spring of 2008, the marketing editor for Wheaties was getting ready for a meeting to discuss ideas about how to reinvigorate one of the most iconic and well-known cereal brands in America, which over the preceding few years had experienced a steady decline in market share. The only limitation the manager would impose was that any new product could not replace...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0829-EMarketingThe marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and designed to help users "Prepare to Win" was introduced to consumers in September 2009, with a 360-degree campaign utilizing television, print, online, and in-store promotions to build awareness. By gaining buy-in early on from Peyton Manning, Kevin Ga...Starting at €5.74
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Wheaties: Reinvigorating an Iconic Brand (A), (B), and (C) - Teaching Note
Moore, Marian Chapman; Weinberg, AdamTeaching Note DARDEN-M-0828TN-EMarketingTeaching note for product M-0828Starting at €0.00
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MBA Writing Diagnostic
Rubin, James R.Technical Note DARDEN-BC-0216-EKnowledge and CommunicationThis note delineates proper writing mechanics - issues of style and organization - in a business-school context. Rather than touch up on the many forms of business writing, it focuses instead on how to write cogently, succinctly, and correctly in a business, and business school, setting.Starting at €8.20
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Aetna Inc.: Managing Inherent Enterprise Risks Through Stakeholder Management
Rubin, James R.; Carmichael, BarbaraCase DARDEN-BC-0218-EKnowledge and CommunicationInherent risks or negatives are a critical element of “enterprise risk management” that must be mitigated or dramatically managed through constructive actions to sustain growth and manage reputation. Set in 2003 as Aetna prepares to settle a landmark class-action lawsuit, this case explores how communications and PR executives work with management to devise an announcement that fully engages the company’s key stakeholders in this dramatic break w...Starting at €8.20
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Contemporary Corporate Communications: Stakeholder Engagement and the Business Model
Rubin, James R.Technical Note DARDEN-BC-0245-EKnowledge and CommunicationThis note explores the ongoing evolution of the corporate communications function from the management of public image and public relations to the integrated cultivation of internal values and external stakeholder relationships.Starting at €8.20
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Corporate Crisis and the Long View
Rubin, James R.Technical Note DARDEN-BC-0246-EKnowledge and CommunicationThe public primarily encounters the corporate communications function during a crisis. General rules are a good starting place for dealing with a crisis and handy to know, but a historical perspective is a critical supplement. Understanding the kind of crisis your organization faces (or is attempting to avoid) and managing that crisis successfully to the extent possible involves precedents encompassing connections among corporate identity and cul...Starting at €8.20
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Changing Contexts for Reputation Management
Rubin, James R.Technical Note DARDEN-BC-0249-EKnowledge and CommunicationThis note surveys some of the shifting considerations in play as chief communications officers (CCOs) have come to see reputation as a useful umbrella concept for managing the many activities that form perceptions of their large organizations. Primary among these is the alignment of internal and external communications to achieve a coherent and consistent message.Starting at €8.20
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Pattern Recognition and Interpretation
Rubin, James R.Technical Note DARDEN-BC-0252-EKnowledge and CommunicationThis note explores the ways in which pattern recognition is central to strategic, managerial, and branding activities.Starting at €8.20
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Sustainability at The Coca-Cola Company in a New Era of Brand Building
Rubin, James R.; Moriarty, Brian; Mehlsak, AlisonCase DARDEN-BC-0262-EKnowledge and CommunicationThis case is used in Darden's course elective on managing corporate communications. It offers students a concise history of The Coca-Cola Company's (TCCC's) brand history before focusing on the importance that TCCC's Office of Sustainability currently plays in the communications strategy for the brand. The case analyzes how the Office of Sustainability works both locally and globally to partner in innovative ways with stakeholders along the entir...Starting at €8.20