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Pitching a Relaunch of “Little House on the Prairie”: Accoun...
Pitching a Relaunch of “Little House on the Prairie”: Accounting for Audience Nostalgia
Collection: Darden School of BusinessA television producer, Greta Gordon, is considering relaunching the "Little House on the Prairie" television series. She has several critical issues to address, including the role of nostalgia, what audiences might expect, how modern cultural sensitivities might not align with aspects of the original books, and key decisions regarding the target audience and the most appropriate distribution chann
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Supreme Mart: Understanding Product Mix
Supreme Mart: Understanding Product Mix
Collection: Darden School of BusinessThis case examines Supreme Mart, a leading specialized retailer in Peru. The company, which has shifted its target market from upper-class to lower-middle-class consumers, faces challenges in optimizing its product mix and store performance. Colosseum Consulting has been engaged to improve Supreme Mart's valuation through tactical actions, focusing on operational, commercial, and financial effecti
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Three Empirical Methods for Calculating Customer Lifetime Va...
Three Empirical Methods for Calculating Customer Lifetime Value
Collection: Darden School of BusinessA useful method in the marketer’s toolkit for determining the value of a representative customer from a certain segment is customer lifetime value (CLV). A CLV analysis essentially summarizes the profit generated by an average customer in the past and projects this information into the future to guide managerial decisions. This technical note focuses on the more technical aspects of CLV analysis a
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A Conceptual Introduction to Customer Lifetime Value
A Conceptual Introduction to Customer Lifetime Value
Collection: Darden School of BusinessAn important metric that plays a pivotal role in marketing is customer lifetime value (CLV). Given the constraint of limited marketing budgets, a company can enhance the return on its marketing investment by strategizing to allocate marketing resources based on the anticipated value of different customer segments. This technical note provides a contemporary explanation for what CLV is, focusing on
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Flipkart: Reimagining the Digital Customer Experience
Flipkart: Reimagining the Digital Customer Experience
Collection: Darden School of BusinessThis field-based case recounts the story of two executives facing a critical decision at Walmart-backed, India-based Flipkart Online Services Private Limited (Flipkart), an expanding e-commerce company. After easily onboarding the company’s first 200 million customers, they must decide how best to attract and retain Flipkart’s next cohort, who are generally younger, have less disposable income, ar
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Dr. Bronner's: Do Psychedelics Fit with Its Cosmic Principle...
Dr. Bronner's: Do Psychedelics Fit with Its Cosmic Principles?
Collection: Darden School of BusinessThis field-based case describes the situation facing David Bronner, cosmic engagement officer (CEO) of Dr. Bronner’s Magic Soaps (Dr. Bronner’s), the top-selling brand of natural soaps in North America in 2019. Since its founding, the company has centered advocacy for unity and social change in its products and giving. The question before David and the leadership team is whether to extend the bran
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Upli: Financial Health Appiness (C)
Upli: Financial Health Appiness (C)
Collection: Darden School of BusinessThis field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around financial health, consumer insights, and the largest market opportunity. The material provides the opportunity to explore data gathered through focus groups, quantitative survey research, and factor ana
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Upli: Financial Health Appiness (B)
Upli: Financial Health Appiness (B)
Collection: Darden School of BusinessThis field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around financial health, consumer insights, and the largest market opportunity. The material provides the opportunity to explore data gathered through focus groups, quantitative survey research, and factor ana
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Upli: Financial Health Appiness (A)
Upli: Financial Health Appiness (A)
Collection: Darden School of BusinessThis field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around financial health, consumer insights, and the largest market opportunity. The material provides the opportunity to explore data gathered through focus groups, quantitative survey research, and factor ana
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Assessing and Improving Digital Ability: Procter & Gamble's ...
Assessing and Improving Digital Ability: Procter & Gamble's Approach to Raising Brands' Digital Competency
Collection: Darden School of BusinessThis technical note follows F. D. Wilder, who is being tasked with driving the Procter and Gamble's digital transformation effort. The cornerstone of the transformation would be “assessing and improving the digital capability of the firm.” He decides to develop an assessment tool that would enable P&G’s brand leaders to assess “digital ability” and then work with their bosses to create learning pl
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Philips: Developing a Marketing Strategy for LED Bulbs
Philips: Developing a Marketing Strategy for LED Bulbs
Collection: Darden School of BusinessPhilips, the Dutch multinational conglomerate, is assessing whether to enter the business-to-consumer (B2C) LED lightbulb market in the United States. Philips has already been serving the business-to-business (B2B) market with moderate success, but it has completely ignored the B2C market. Now, a change in energy taxes and possibly additional regulatory changes have the company reevaluating that d
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Market Street Wine: Extending the Aisle
Market Street Wine: Extending the Aisle
Collection: Darden School of BusinessThis case and data set can be used with data visualization software to tell a story with data through charts, maps, and dashboards. Using an independent wine shop, Market Street Wine, the case describes changes in customer demographics, tastes, purchasing methods, and other trends that prompted the owners to consider whether they should “extend the aisle” by expanding their wine selection. The COV
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