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Wilcox, Ronald T.

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A Practical Guide to Conjoint Analysis

This technical note provides an overview of conjoint analysis. It shows how to interpret standard conjoint-analysis output and the uses of that output. It provides several examples of how output can b ...

Brand Positioning Statements

The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning sta ...

Dragon Systems, Inc (B)

The B case presents the very successful outcome of Dragon Systems' bidding strategy which is examined in the A case (UVA-M-0724). ...

Dragon Systems, Inc. (A)

Dragon Systems, Inc., a medium-sized, minority-owned information technology solutions firm, has received a Request for Solutions (RFS) from a major department of the U.S. government. The multimillion ...

Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund

This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to ...

Green Ox

Ever find yourself looking for the perfect case for an exam or mid-term? They can be quite rare. "Green Ox" was written specifically for a mid-term exam in an MBA Marketing Management class. Rather th ...

Heinz Ketchup: Pricing the Product Line

An iconic American brand must determine how to maximize net profit by increasing the sales of its highest-margin items in the face of constant retailer pushback including reduced shelf space and promo ...

J. C. Penney: Reinventing Fair and Square Deals (A)

The new CEO and the new president of the J. C. Penney Company, Inc. (JCP), invigorate the company with a new pricing strategy based on "Everyday Fair Prices." Is the initial market reaction an indicat ...

J. C. Penney: Reinventing Fair and Square Deals (B)

In this second part of a two-part case, the results of an innovative new pricing strategy for a venerated department store are reviewed and its positioning going forward is explored. ...

J. C. Penney: The "Think Big" Strategy

This case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a prese ...

Legal Aspects of Pricing

This technical note explores some of the legal implications that companies face when deciding how to price their goods. It focuses on the three main federal antitrust laws: the Sherman Antitrust Act, ...

Marketing Economics

The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed econo ...
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