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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Kicks Inc.: Confidential Information for Billy Cash (QuikSign Agent)
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0741-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20
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Kicks Inc.: Confidential Information for Luis Martinez (Father)
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0744-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20
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Kicks Inc.: Confidential Information for Sebastian Martinez (Athlete)
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0745-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20
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Kicks Inc.: Background Information
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0739-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20
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Kicks Inc.: Confidential Information for Adriana Martinez (Mother)
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0740-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20
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Kicks Inc.: Confidential Information for Jason Priddy (Kicks Brand Manager)
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0743-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20
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Kicks Inc.: Confidential Information for Jack Watson (ITF Representative)
Frey, Sherwood C. Jr.; Bass, Lucien; Nelson, L. SummersCase DARDEN-QA-0742-EDecision AnalysisKicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved-the athlete, the athlete’s mother, the athlete’s father, the athlete’s ag...Starting at €8.20