Darden University of Virginia (USA)
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Rock Star or Shooting Star? (A) and (B) - Teaching Note
Isabella, Lynn A.; Gibson, MadelineTeaching Note DARDEN-OB-1198TN-ELeadership and People ManagementTeaching note for product OB-1198Starting at €0.00
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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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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UPS and Corporate Sustainability: Proactively Managing Risk
Rubin, James R.; Carmichael, BarbaraCase DARDEN-BC-0213-EKnowledge and CommunicationThis case traces UPS's first corporate sustainability report (CSR), "Operating in Unison," from its origins up to its publication in 2006. It is based on interviews with managers who championed and shaped the report internally. UPS took its CSR quite seriously, basing its reporting and goals on the more stringent Global Reporting Indices (GRIs) as opposed to merely complying with U.S. regulations. Soon after going public, UPS was significantly ex...Starting at €8.20
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To Understand Consumer Behavior, Think Like a Marketplace Scientist
Anik, Lalin; Hauser, Ryan; Gibson, MadelineTechnical Note DARDEN-M-0950-EMarketingThis technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true experiment, highlighting the differences between testing and management by intuition. It then goes on to explain when it is appropriate to use experiments, outlines several different types of experiments, and provides their strengths and weaknesses. N...Starting at €8.20