Darden University of Virginia (USA)
-
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
-
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
-
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
-
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
-
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
-
Corporate Governance: The Jack Wright Series (B): Wright Gets Involved
Colley, John L.; Logan, George W.; Stettinius, Wallace; Carr, DabneyCase DARDEN-OM-1515-EService and Operations ManagementApproximately two months after agreeing to join the Mega Corporation board, Wright received a package of material for his first board meeting, which was to be held immediately after the annual meeting at which he was to be elected. This is the second case in a series of cases about corporate governance. It is a revision of UVA-OM-1084 and can be used in its place. The case is used in Darden's "Corporate Governance" course elective.Starting at €5.74
-
Corporate Governance: The Jack Wright Series (C): The Board-Management Relationship
Colley, John L.; Logan, George W.; Stettinius, Wallace; Carr, DabneyCase DARDEN-OM-1516-EService and Operations ManagementJack Wright had been on the board of Mega Corporation for almost a year and was confident in his assessment of the ways in which the board and the corporate organization functioned. He recognized some pluses: a strong balance sheet, several good businesses, and some other businesses that could be sold; however, he also saw a number of issues that were not being addressed but needed attention. This case is one in a series of cases about corporate ...Starting at €5.74
-
Corporate Governance: The Jack Wright Series (D): Time for Action
Colley, John L.; Logan, George W.; Stettinius, Wallace; Carr, DabneyCase DARDEN-OM-1517-EService and Operations ManagementThe board chairman dies of a heart attack and a special board meeting was set for a week after the funeral to discuss the situation. The first issue was the election of a chairman. This case is an addition to a series of cases concerning corporate governance. It is used in Darden's "Corporate Governance" course elective.Starting at €5.74
-
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
-
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