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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
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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
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OYO Hotels USA: Coming to America
Weiss, Elliott N.; Maiden, Stephen E.Case DARDEN-OM-1641-EService and Operations ManagementThis case studies the growth of OYO Hotels (OYO) to illustrate the operational processes necessary to succeed in the service sector. The case allows for a discussion of employee- and customer-management systems, tech-driven solutions, and profit drivers. The material unfolds OYO's growth and its solution for making economy hotels discoverable and bookable online. The case raises a series of questions around OYO's business model, its ability to ...Starting at €8.20
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Learning Team Muda Audit
Weiss, Elliott N.; Goldberg, RebeccaCase DARDEN-OM-1688-EService and Operations ManagementThis case describes the meetings and development of a fictitious learning team at the Darden School of Business at the University of Virginia. The purpose is to give students the opportunity to perform a waste audit on the learning processes of this team. The case gives students the opportunity to identify muda, non-value added activities, in a non-manufacturing environment. The case can be used in an operations course with the focus on process i...Starting at €8.20
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Quincy Lake Clinic
Weiss, Elliott N.; English, AustinCase DARDEN-OM-1699-EService and Operations ManagementOlga Zimmerman was the clinical operations director of the Quincy Lake Clinic (QLC), a provider-based primary and specialty care clinic. For the past four months, Zimmerman had been learning her new role and trying to change the organization using Lean concepts. She had many process-improvement opportunities and had been recording her observations during her frequent gemba walks. She had created a pile of sticky notes of various issues she though...Starting at €8.20
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Schindler Elevator Corporation - Teaching Note
Weiss, Elliott N.; Goldberg, RebeccaTeaching Note DARDEN-OM-1593TN-EService and Operations ManagementTeaching note for product OM-1593Starting at €0.00
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Staffing at the Global Guidance Group
Weiss, Elliott N.Case DARDEN-OM-1729-EService and Operations ManagementMakayla Nnadi, vice president of operations at the Global Guidance Group, must determine a staffing plan for the upcoming year. She must balance the costs of overstaffing with those of understaffing in the face of uncertain demand for future services. Students are tasked with conceptualizing a model to help answer how many staff members would be necessary to deliver the work sold in 2022. They must determine the information needs to construct a ...Starting at €8.20
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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
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Developing a Superior Creative Brief
Whitler, Kimberly A.Technical Note DARDEN-M-0891-EMarketingThis technical note is designed to introduce the Creative Brief, a document that plays a crucial role in the process of converting marketing strategy into implementation. Many creatives believe that briefs are generally poorly written, which then leads to poor advertising messages. This note will help strategists better understand the criticality of developing well-crafted, carefully considered, and expertly vetted creative briefs that increase t...Starting at €8.20
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Exercise: Creating a Model of Consumer Behavior
Whitler, Kimberly A.; Hammerle, JudeExercise DARDEN-M-0893-EMarketingConverting myriad data into a simple, visual conceptual model is the basis for developing the ability to communicate consumer marketing insights up, down, and across the organization. This enables the marketer to persuade others of his or her analysis and helps with alignment of the broader organization. And while throughout the MBA program, students have been exposed to various models, once students graduate and enter the workforce, they will be...Starting at €8.20