Darden University of Virginia (USA)
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Uber Pricing Strategies and Marketing Communications
Farris, Paul W.; Yemen, Gerry; Weiler, Virginia; Ailawadi, KusumCase DARDEN-M-0871-EMarketingBy late March 2014, the ridesharing company Uber was on a roll, rapidly expanding service to untapped markets and gaining new, enthusiastic customers, as well as a few vocal and visible detractors. Uber’s innovative organization of the supply-demand matching process produced eager customers who recruited others. Buzz marketing and aggressive recruitment of drivers augmented growth. This case presents Uber as an example of a middleman adding real ...Starting at €8.20
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Nok Anulomsombut and the Thai Online Gaming Challenge (A)
Bourgeois, L. J. III; Namasondhi, Kanokrat; Yoon, BryanCase DARDEN-S-0326-EStrategyManeerut "Nok" Anulomsombut has just been appointed COO of Garena Thailand (Garena), a fast-growing online gaming company. When damaging rumors about one of the company's applications begin spreading among Garena's Thai customer base, Nok is solely responsible for resolving the ensuing crisis. Though the rumors are unfounded, they threaten to undermine Garena's relationship with its critical partners, permanently damage its reputation...Starting at €8.20
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Nok Anulomsombut and the Thai Online Gaming Challenge (B)
Bourgeois, L. J. III; Namasondhi, Kanokrat; Yoon, BryanCase DARDEN-S-0327-EStrategyThis case, a follow-up to "Nok Anulomsombut and the Thai Online Gaming Challenge (A)" (UVA-S-0326), revisits Maneerut "Nok" Anulomsombut, an accomplished and admired business leader in Thailand. Nok reflects on how she handled the urgent crisis at her youStarting at €5.74
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TNMarketingTeaching note for products M-0943, M-1022 and M-1023Starting at €0.00
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The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943MarketingFaced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer reach by moving from a direct-sales company to a multichanStarting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943-EMarketingFaced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TN-EMarketingTeaching note for product M-0943Starting at €0.00