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Dunia Finance LLC (A), (B), and (C) - Teaching Note
Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, Gerry; Gibbs, SheaTeaching Note DARDEN-M-0842TN-EMarketingTeaching note for product M-0842Starting at €0.00
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Netflix, Inc.: The Customer Strikes Back - Teaching Note
Venkatesan, RajkumarTeaching Note DARDEN-M-0834TN-EMarketingTeaching note for product M-0834Starting at €0.00
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The Tata Nano: The People's Car - Teaching Note
Venkatesan, Rajkumar; Lemley, AmyTeaching Note DARDEN-M-0768TN-EMarketingTeaching note for product M-0768Starting at €0.00
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Driverless Trucks at Ford: Cruising into a Compromised Brand Identity?
Venkatesan, Rajkumar; Craddock, JennyCase DARDEN-M-0967-EMarketingFord’s F-Series of trucks were first introduced in 1948, and ever since they have represented American identity for their consumers. Both earned media, in movies like Urban Cowboy, and Ford’s paid media positioned Ford as part of the pioneering culture. Ford also constantly introduced innovations to the F-Series to make the trucks more suitable to the changing needs of its consumers. In 2018, Ford’s management decided to retreat from the low-mar...Starting at €8.20
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Tackling Low Completion Rates-A Compare.com Conundrum (B)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, KyleCase DARDEN-M-0948-EMarketingThis is the second of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem. Completion rates for the site’s detailed online questionnaire were at an alarming low. Site visitors, increasingly accessing the site on mobile devices, were proving they did not have the time or incentive to answ...Starting at €5.74
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Automation of Marketing Models
Venkatesan, Rajkumar; Craddock, Jenny; Nagji, NoreenTechnical Note DARDEN-M-0965-EMarketingThis technical note gives students an overview of artificial intelligence (AI) and machine learning (ML) in order to help them understand how these fields can contribute to the future of marketing. To provide context, students are first introduced to the history of AI and the basic parameters of AI, ML, and deep learning (DL). The differences between ML and statistical modeling are also described to help students understand that collaboration bet...Starting at €8.20
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Tackling Low Completion Rates-A Compare.com Conundrum (A)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, KyleCase DARDEN-M-0947-EMarketingThis is the first of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem. Completion rates for the site’s detailed online questionnaire were at an alarming low. Site visitors, increasingly accessing the site on mobile devices, were proving they did not have the time or incentive to answe...Starting at €8.20
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Have Text, Will Travel: Can Airbnb Use Review Text Data to Optimize Profits?
Gibbs, Shea; Venkatesan, RajkumarCase DARDEN-M-0897-EMarketingHundreds of thousands of would-be hoteliers have been popping up all around the world, hoping to rent their own homes and apartments to complete strangers through a service called Airbnb. The goal of Airbnb's aspiring hosts was to use the company's website to attract guests who were willing to pay the highest rates to stay in their homes for a short time. For Airbnb, the goal was to improve customer review performance so it could, in turn, increa...Starting at €8.20
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Segmentation at Sticks Kebob Shop
Venkatesan, Rajkumar; Gibbs, SheaCase DARDEN-M-0866-EMarketingThis case is used in the Marketing Analytics elective at Darden. A Sticks executive team is interested in opening a second quick-service restaurant in Richmond, Virginia. But before doing so, the team wanted to gain a better sense of who were Sticks' customers, which location would attract the best customers, and how to best connect with customers. An opportunity to gather survey data presented itself. Would the demographic and psychographic assu...Starting at €8.20
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VinConnect, Inc.: Digital Marketing Strategy
Venkatesan, RajkumarCase DARDEN-M-0864-EMarketingThis case is used in the course elective "Big Data in Marketing." The VinConnect company helped European wineries sell their products directly by using it to facilitate the direct-to-consumer (DTC) sales model to American consumers via offers delivered in e-mail. Unfortunately, the number of purchases has not been as high as VinConnect's president had projected and the open rate for e-mails was high, so potential customers who received the offers...Starting at €8.20