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Kola Real: La expansión internacional
Ferré, Miguel; Natividad, GabrielCase PAD-DG-C-406EntrepreneurshipDescribe el caso de la internacionalización de una empresa peruana en varios países de la región, partiendo de unos modestos inicios en Ayacucho (1988). Se puede discutir la similitud o diferencias en la forma de nacer según el contexto de cada país.Starting at €8.20
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A Phantom Man(n) at Witchsy: Casting a Spell via Email?
Isabella, Lynn A.; Craddock, JennyCase DARDEN-OB-1255-ELeadership and People ManagementIn the summer of 2015, Los Angeles-based creatives Kate Dwyer and Penelope Gazin were fed up with the censorship of “risqué” goods and artwork sold on the popular online marketplace Etsy. Even though they lacked technical experience and had never built a website before, the two friends committed themselves to building a censorship-free artists’ marketplace, which they would call Witchsy.com. After Dwyer and Gazin had bought the domain name www.w...Starting at €8.20
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Jim Flannigan - Teaching Note
Isabella, Lynn A.; Yemen, Gerry; Craddock, JennyTeaching Note DARDEN-OB-1096TN-ELeadership and People ManagementTeaching note for product OB-1096Starting at €0.00
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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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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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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0959-EMarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two higher-end boat models were especially odd. Despite one’s superior technical specifications, speed, amenities, and overall value-for-money, their higher end models were hard to sell. However, a lower-qua...Starting at €8.20
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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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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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The F/A-18 F404 Engine: Getting Lean (A)
Brownlee, E. Richard II; Cross, Tom; Osterhoudt, Robert; Jaynes, C. J.; Pottinger, JeffCase DARDEN-C-2268-EAccounting and ControlThe U.S. Navy Aircraft Intermediate Maintenance Depot (AIMD) Lemoore Power Plants Division (F404 engine maintenance) was a real mess. Not-Ready-For-Issue parts were everywhere. Division thru-put was poor, there were 30 F/A-18 aircraft with bare firewalls (no engines), the maintenance crews were working 12-hour days, manning was at 61% of authorized levels, reenlistment rates were an abysmal 50%, and crew morale was lousy. The Officer-in-Charge of...Starting at €8.20
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Hamilton’s Electronics Services, Inc.
Lynch, Luann J.; Brownlee, E. Richard IICase DARDEN-C-2380-EAccounting and ControlDavid Hamilton has opened Hamilton’s Electronics Services, Inc. During the first year, he was too busy to keep much in the way of accounting records. Early in January of the following year, he hired a local CPA to reconstruct, in summary form, all the transactions that had occurred in his business during the previous year.Starting at €8.20