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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Buick at a Crossroads: Building Brand Momentum
Whitler, Kimberly A.; Yemen, Gerry; Wells, Graham D.Case DARDEN-M-0907-EMarketingFew cases allow the student to understand the relationship between brand strategy, marketing strategy, implementation, and analysis. While some conceive of the process as being sequential, this case demonstrates that in fact, this process is more fluid, and that implementation and analysis impact subsequent strategy. This field-based case provides a rare glimpse into the turnaround of a brand that was all but dead. After Buick suffered more th...Starting at €8.20
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Bond Buyback at Deutsche Bank
Allayannis, George (Yiorgos); Yemen, Gerry; Wells, Graham D.Case DARDEN-F-1790-EFinanceThe case describes a 2016 debt buyback transaction for Deutsche Bank, a major, global, systemically important bank. The case focuses on the large, global bank during a turbulent period, giving students the opportunity to consider both the specific issue of whether Deutsche Bank should do a debt buyback as well as the strategic, regulatory, and macroeconomic issues the bank was facing. This case is suitable for an MBA elective course in capital ma...Starting at €8.20
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A Social Cooperative Needs Saving: When Sales are Based on Values Sharing (A) and (B) - Teaching Note
Gentile, Mary; Aleo, Alberto; Alessandri, AliceTeaching Note DARDEN-OB-1205TN-ELeadership and People ManagementTeaching note for product OB-1205Starting at €0.00
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Google, King of Search
Farris, Paul W.; Gray, MarthaCase DARDEN-M-0818-EMarketingThis survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.Starting at €8.20
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A Social Cooperative Needs Saving: When Sales are Based on Values Sharing (A)
Gentile, Mary; Aleo, Alberto; Alessandri, AliceCase DARDEN-OB-1205-ELeadership and People ManagementIn March 2014, Marco and Nicola were anxious. They were preparing for a meeting that would be vital to the future of Paolo Babini, a social cooperative that they led, that served the people of Forlì, Italy. Due to a 30% cut in Paolo Babini’s funding, Marco and Nicola were going to pitch a new project to the cooperative’s supervisory board that would help the organization become more financially self-sufficient. This case is part of the Giving Voi...Starting at €8.20
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Google AdWords
Farris, Paul W.; Gray, MarthaTechnical Note DARDEN-M-0817-EMarketingThis note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics.Starting at €8.20
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Bond Buyback at Deutsche Bank - Teaching Note
Allayannis, George (Yiorgos); Wells, Graham D.Teaching Note DARDEN-F-1790TN-EFinanceTeaching note for product F-1790Starting at €0.00