Default Category
-
Brand Purpose
Whitler, Kimberly A.; Pohl, MarkTechnical Note DARDEN-M-1016-EMarketingThis technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within theStarting at €8.20
-
Integrative Analysis of Competitive Dynamics and Multipoint Competition: The Case of "Cat Fight in the Pet Food Industry"
Chen, Ming-Jer; Hovick, MichaelTechnical Note DARDEN-S-0337-EStrategyThis technical note aims to guide discussion on three strategic moves that are designed for multipoint competition: thrust, feint, and gambit. It will examine how these moves might be applied for multipoint competition within the pet food industry. In the 1980s, pet food companies competed across many different subsegments of cat and dog food, requiring complex and creative multipoint competition strategies to win market shares.Starting at €8.20
-
Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Whitler, Kimberly A.; Wooten, David; Nolan, LiamCase DARDEN-M-1019-EMarketingThis case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presenting a chronology of Coke’s statements as the firm responded to consumer and organizational actions, the case enables students to explore the challenges associated with the following: 1) aligning activism with brand purpose, 2) engaging in activism in a...Starting at €8.20
-
The Leadership of Millennials at Microsoft (A): One generation amongst others (Portuguese Version, Brazil)
Stein, Guido; Martín, MiguelCase DPO-417-PBInformation Technologies, Innovation and Change, Leadership and People ManagementThis case opened with the departure of Rocío, one of the people Microsoft was counting on to develop the company's immediate future. Ana, the Director of the Major Accounts and Partners Unit at Microsoft Ibérica, and Luisa, the Human Resources Director, couldn't believe what was happening. Rocío was 26 years old, a telecommunications engineer and a member of the MACH program, the Microsoft Academy for College Hires, which included 17 other promis...Starting at €8.20
-
Smithfield Foods: Activists and Acquisitions - Teaching Note
Chen, Ming-Jer; Jia, RuoTeaching Note DARDEN-S-0308TN-EStrategyTeaching note for product S-0308Starting at €0.00
-
Wingtech Acquires Nexperia: Will the New Company Fly?
Chen, Ming-Jer; Chan, Yi Ping; Whittle, Mary SummersCase DARDEN-S-0329-EStrategyEarly in 2019, Wingtech CEO Xuezheng Zhang faced one of the biggest challenges of his career. China-based Wingtech, which Zhang had founded 13 years earlier, had rapidly grown into one of the world’s top manufacturers of mobile phones and intelligent devices. But Wingtech didn’t manufacture its products’ key component: microchips. Most of the chips it used were purchased from American and European manufacturers. Faced with growing anti-China sent...Starting at €8.20
-
Hilton China
Chen, Ming-Jer; Yemen, GerryCase DARDEN-S-0324-EStrategyHow do brands travel? As firms expand globally, they must manage how their products and services are perceived across borders, peoples, and cultures. This can be thorny when what a firm offers has no immediate interpretation by an international audience, like selling ice cream to a nation that consumes little dairy. It can be even worse when a company’s key products are likely to elicit negative reactions in their new market, like McDonald’s hamb...Starting at €8.20
-
A Pig in a Poke? Shuanghui’s Acquisition of Smithfield
Chen, Ming-Jer; Chan, Yi Ping; Craddock, JennyCase DARDEN-S-0330-EStrategyThis case stars Long Wan, chairman and CEO of Shuanghui International (Shuanghui), as he works through the postmerger integration of the newly acquired US-based Smithfield Foods (Smithfield). Wan must address many potential hurdles as he sought to integrate two very different companies, on two different continents, separated by a world of cultural and political differences. With its headquarters in rural Virginia and its folksy southern American ...Starting at €8.20
-
Ambiculture: Seeking the Multicultural Middle -Teaching Note
Chen, Ming-Jer; Rochanakit, Chawit; Jia, Ruo; Yemen, GerryTeaching Note DARDEN-S-0266TN-EStrategyTeaching note for product S-0266Starting at €0.00
-
Your Professional Brand: Creating a Brand Essence Statement for Your Career
Whitler, Kimberly A.; Moore, Marian ChapmanExercise DARDEN-M-0887-EMarketingAlthough not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand at work. It is used in conjunction with a technical note that details how to build brands using a tool called the Brand ...Starting at €8.20