Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle is a collection of the original cases and technical notes that inspired the successful first-edition book. Covering an array of practical marketing problems, Cutting Edge Marketing Analytics provides proven methodology matched with several business cases, many of which include actual data.
A couple wants to start a small flight charter company to serve the mining, oil, scientific, and wilderness adventure clients of northern Canada but worry that their thin financial base necessitates a sizable scale of flight operations during their first year. If a substantial revenue stream was slow to develop, or expenses were too high, their first year might be their last year?they had no finan
The primary purpose of this case is to provide students with an opportunity to practice the implementation of a simple activity-based costing (ABC) system. In doing so, students are asked to review several possible allocation bases and ascertain the best base by which to allocate plant administration costs. In addition, students are expected to calculate and compare traditional volume-based or dir
Annalisa McGann, chair of London's prestigious Clarence Hall University, together with the university's board, must make a decision about whether to return a large monetary donation from the Natour Charitable Foundation, which was founded and run by a recent graduate who was also the son of the leader of a corrupt, authoritarian regime in an oil-rich region. Almost two-thirds of the money had alre
This case is used in Darden's EMBA and Global EMBA programs. It works well in courses dealing with turnaround specialists or change management. With a cross-disciplinary perspective, this field-based case uses the experience of a company with a supplier that fails to meet its production commitment to set the stage for an analysis of supplier power, human capital, operational effectiveness, and le
Students are in the role of Target Corporation's CFO considering the pros and cons of a variety of capital-investment proposals. The CFO is preparing his thoughts prior to a meeting of the Capital Expenditure Committee (CEC) with other Target senior executives to consider the merits of 10 capital-project requests (CPR), 5 of which are expected to require extra attention. Each CPR has a "dashboard"
This case is used in Darden's core Leading Organizations course and is appropriate for MBA, Executive MBA, GEMBA, and executive education programs. The manager of a baby product company’s global customer support center observes friction among her staff about the only non-American on the team, whom the others accuse of increasing their call response rate time—thus effectively lowering their pay. Wh
This case examines the April 2002 decision of JetBlue management to price the initial public offering of JetBlue stock during one of the worst periods in airline history. The case outlines JetBlue's innovative strategy and the associated strong financial performance over its initial two years. Students can value the stock and take a position on whether the current $22 to $24 per share filing range