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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Progressive Patents for Usage-Based Insurance
Doyle, Jacqueline L.; Ziegler, John S.Case DARDEN-OM-1578-EService and Operations ManagementThe material in this case presents Progressive Insurance as it faced important decisions regarding how to proceed with its usage-based insurance (UBI) initiatives, including the Snapshot device and related patents. Progressive had a head start on its competitors employing UBI pricing, but several competing insurance companies had been testing the waters with their own UBI products. In the case, Progressive considers a number of alternative uses ...Starting at €8.20
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JWSM Construction: Building More Than a Rail Line
Doyle, Jacqueline L.; Linde, EricCase DARDEN-OM-1752-EService and Operations ManagementMarvin has just been tapped to assume control of a team of over 50 individuals tasked with completing a $40 million construction project over the next two years. His work package is part of a larger project to expand the footprint of a major city’s metropolitan railway network via construction of 10 miles of high-voltage rail and six large train stations. Although Marvin has worked at JWSM Construction, a general contractor, for three years, he’s...Starting at €8.20
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Taking Action at the Kilbourne Group: Research Assistant Complications (B)
Doyle, Jacqueline L.; Alvarez Diaz, NataliaCase DARDEN-G-0663StrategyThis case, the epilogue to "Taking Action at the Kilbourne Group: Research Assistant Complications (A)" (UVA-G-0662Starting at €5.74
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Progressive Patents for Usage-Based Insurance -Teaching Note
Doyle, Jacqueline L.; Ziegler, John S.Teaching Note DARDEN-OM-1578TN-EService and Operations ManagementTeaching Note for productStarting at €0.00
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Taking Action at the Kilbourne Group: Research Assistant Complications (A)
Doyle, Jacqueline L.; Alvarez Diaz, NataliaCase DARDEN-G-0662StrategyThis brief case, written in the second person, places student in the role of a fairly new research manager (RM) at the Kilbourne Group, a research and consulting firm serving public and private schools, ranging from K–12 to universities around the globe. The RM, who has been in the role for a little under a year, is faced with addressing the work patterns of a new subordinate, a research associate (RA) on the team. The RA, who is exceptionally ta...Starting at €8.20