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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 ...

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 ...

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, ...

Methods for Producing Perceptual Maps from Data

This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rat ...

Parsons Brinckerhoff: The Second Avenue Subway (A)

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from the client's own? Emphasizing both its engineering capability and 80 years' exp ...

Parsons Brinckerhoff: The Second Avenue Subway (B)

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client's own? Emphasizing both its engineering capability and 80 years' ex ...

Parsons Brinckerhoff: The Second Avenue Subway (C)

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client's own? Emphasizing both its engineering capability and 80 years' ex ...

Patagonia, Inc.

The marketing director of Patagonia, Inc. (Patagonia), had been tasked with considering the financial implications of a new initiative that Patagonia planned to launch within six months: Common Thread ...
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