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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NoBull Burger
Kraft, Tim; Osborn, Merritt; Tang, ElizabethCase DARDEN-OM-1479-EService and Operations ManagementNoBull, a new, Charlottesville-based vegetarian burger producer, was at a critical junction in its development. While the business had grown substantially over the past year, it faced a number of challenges as it continued to expand it sales outside the Charlottesville region. In particular, as the burgers increased in popularity, the owners were unsure as to whether current production could keep pace with demand. The Raymonds knew that, in order...Starting at €8.20
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Adam Root, MD (A)
Horniman, Alexander B.; Josephs, Scott T.Case DARDEN-OB-0992-ELeadership and People ManagementAdam Root, for as long as he could remember, wanted to be a doctor like his father. As a single parent, his father raised four children. Root idolized his father. Root was an outstanding student in high school and in medical school. After completing his residency, he joined a small private primary care practice in the Boston area. The practice grew because of Root's significant contribution. After a 10-year period, the practice had grown in exces...Starting at €8.20
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Adam Root, MD (B)
Horniman, Alexander B.; Josephs, Scott T.Case DARDEN-OB-0993-ELeadership and People ManagementAdam Root was faced with the problem of burning out because of his work. His wife wanted him to give up the role of medical director, a role he did enjoy though he believed at times it demanded too much of him, and it was causing him to miss out on his family. In the end, he decided to leave his group practice, but he left it without plans of what he would do next. This is the B case in a series of three cases (A case: UVA-OB-0992 and C case: UVA...Starting at €5.74
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Adam Root, MD (C)
Horniman, Alexander B.; Josephs, Scott T.Case DARDEN-OB-0994-ELeadership and People ManagementAfter leaving his practice, Adam Root spent time looking at options. He decided to join a national medical company as a medical director, this time on the managed care side of medicine. He had initially been inspired to take the position by the senior medical director, who left that position nine months later. Root became the new senior medical director and enjoyed the new position. This is the C case in a series of three cases (A case: UVA-OB-09...Starting at €5.74
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Set in Stone
Grushka-Cockayne, Yael; Crama, Pascale; Tang, Elizabeth; Banerjee, ArupCase DARDEN-QA-0814-EDecision AnalysisIn 2013, the new general manager at Dominion Granite and Marble (DGM), a successful Virginia granite-fabrication company, was convinced DGM would benefit from substantially speeding up its sales process. Getting quotes in the hands of potential customers quickly was the first step. In particular, a new website with online quotation capabilities would go a long way toward capitalizing on the traffic DGM’s website already experienced and give the c...Starting at €8.20