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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Flying Around Real Estate Development: Persuading with Data Visualizations
Batova, Tatiana; Ruediger, Stefan; Yemen, GerryCase DARDEN-BC-0285-EFinanceThis case and data set can be used in a course on storytelling with data to explore how various types of maps in combination with other types of charts drive decision-making. It is designed for working with Tableau but can be easily adapted for other data visualization software. The case also offers an opportunity to help students understand there is a difference between visual persuasion and visual dishonesty. In the case, a project manager (Lo...Starting at €8.20
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Market Street Wine: Extending the Aisle
Batova, Tatiana; Yemen, GerryCase DARDEN-BC-0286-EKnowledge and CommunicationThis case and data set can be used with data visualization software to tell a story with data through charts, maps, and dashboards. Using an independent wine shop, Market Street Wine, the case describes changes in customer demographics, tastes, purchasing methods, and other trends that prompted the owners to consider whether they should “extend the aisle” by expanding their wine selection. The COVID-19 pandemic and related supply chain issues pre...Starting at €8.20
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Sustainable Procurement at SNCF: An Impressionist's Approach to Transformation
Yemen, Gerry; Kamin, Ronald G.; Delchet-Cochet, KarenCase DARDEN-OB-1029-ELeadership and People ManagementWith a global leadership and sustainability perspective, this case uses SNCF, a state-owned railway and public service company based in France, to set the stage for an analysis of change management in a large company. It also allows for an exploration of sustainable development within the context of a large company. Written from the field, it depicts the firm’s overall strategy to adopt sustainable practices and provides an opportunity to introdu...Starting at €8.20
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Sustainable Procurement at SNCF: An Impressionist's Approach to Transformation - Teaching Note
Yemen, Gerry; Kamin, Ronald G.; Delchet-Cochet, KarenTeaching Note DARDEN-OB-1029TN-ELeadership and People ManagementTeaching note for product OB-1029Starting at €0.00
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Charts in the Time of Cholera: Saving Lives with Data Visualizations
Batova, TatianaCase DARDEN-BC-0288-EKnowledge and CommunicationWith COVID-19 the most recent reminder, pandemics have plagued humankind for much of recorded history. Cholera killed millions around the world in the 19th century, and there were three major cholera epidemics in the United Kingdom. Like modern data scientists in medical fields, 19th-century proponents of data science used data and visualizations to investigate the causes of cholera, suggest prevention strategies, and argue for better sanitation....Starting at €8.20
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Market Street Wine: Extending the Aisle - Teaching Note
Batova, Tatiana; Kemp, BiancaTeaching Note DARDEN-BC-0286TN-EKnowledge and CommunicationTeaching note for product BC-0286Starting at €0.00