Author Profile
Johnson, Richard R.
Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan
M-0849 | Published May 24, 2013 | 8 pages Case
Collection: Darden School of Business
This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy ... Read More
The Path To Sustainable Business: Environmental Frameworks, Practices, and Related Tools
Larson, Andrea; Teisberg, Elizabeth; Johnson, Richard R.
ENT-0033 | Published December 22, 2002 | 17 pages Case
Collection: Darden School of Business
In the late 1980s, the concept of sustainable development gained prominence as a perspective for understanding the changing dynamic of business and the environment. It is a term that has come to mean ... Read More
Marlboro Thursday
Farris, Paul W.; Johnson, Richard R.
M-0666 | Published January 30, 2002 | 3 pages Case
Collection: Darden School of Business
This brief case is based on published material describing the resurgence of price competition in the U.S. cigarette market. The overall situation is reminiscent of the famous price war known as "Marlb... Read More
Benecol Spread and Media Planning
Johnson, Richard R.; Carraway, Robert L.; Shames, Ervin R.; Farris, Paul W.
M-0664 | Published January 20, 2002 | 23 pages Case
Collection: Darden School of Business
Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the mo... Read More
Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan
M-0663 | Published January 13, 2002 | 12 pages Case
Collection: Darden School of Business
This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The cas... Read More
General Motors OnStar
Farris, Paul W.; Pfeifer, Phillip E.; Johnson, Richard R.; McCormack, William
M-0659 | Published January 09, 2002 | 8 pages Case
Collection: Darden School of Business
In the drive to create the wired automobile, General Motors developed the OnStar system, a subscription-based wireless dashboard communication service that provided numerous safety and convenience fea... Read More
Procter & Gamble, Private-Label Brands, and the Wal-Mart Partnership (A)
Farris, Paul W.; Parry, Mark E.; Johnson, Richard R.; Sato, Yoshinobu
M-0654 | Published September 28, 2001 | 4 pages Case
Collection: Darden School of Business
This case is a condensed version of UVA-M-0452. The case describes Procter & Gamble's adoption of value pricing, Wal-Mart's introduction of premium store brands, and the evolution of Wal-Mart's relati... Read More
Procter & Gamble, Private-Label Brands, and the Wal-Mart Partnership (B)
Farris, Paul W.; Parry, Mark E.; Johnson, Richard R.
M-0655 | Published September 28, 2001 | 5 pages Case
Collection: Darden School of Business
In 1999, Procter & Gamble (P&G) witnessed its first share increase against rival Kimberly-Clark (K-C) in the US disposable-diaper sector in five years. However, Sam's Club de-listed P&G's Pampers from... Read More
Philip Morris U.S.A. and Marlboro Friday (A) (Condensed)
Farris, Paul W.; Parry, Mark E.; Johnson, Richard R.; Killgallon, Lauren; Sato, Yoshinobu
M-0657 | Published September 28, 2001 | 4 pages Case
Collection: Darden School of Business
This case is a condensed version of "Philip Morris U.S.A. and Marlboro Friday (A)" (UVA-M-0468). In July 1993, Philip Morris executives met to consider second-quarter data on U.S. tobacco sales. Three... Read More
Marketing Economics
Farris, Paul W.; Moore, Marian C.; Wilcox, Ronald T.; Johnson, Richard R.; Mentus, Ron
M-0648 | Published August 07, 2001 | 10 pages Technical Note
Collection: Darden School of Business
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... Read More
Waterfield Farms
Farris, Paul W.; Johnson, Richard R.; Hickey, Mary K.
M-0647 | Published July 24, 2001 Case
Collection: Darden School of Business
This case illustrates the problems of a small hydroponic produce company trying to achieve breadth and depth of distribution for a new product. The company is considering going around traditional chan... Read More
The Value of Networks
Farris, Paul W.; Pfeifer, Phillip E.; Johnson, Richard R.
M-0645 | Published July 16, 2001 | 3 pages Technical Note
Collection: Darden School of Business
The economics of the Internet are often tied to determining the value of a communications network. However, there are several different kinds of communications networks, each with their own method of ... Read More
An Introduction to Business-to-Business Exchange
Farris, Paul W.; Pfeifer, Phillip E.; Johnson, Richard R.
M-0638 | Published March 12, 2001 | 14 pages Case
Collection: Darden School of Business
While business-to-consumer e-commerce (B2C) has garnered the most public attention of any online business sector, business-to-business (B2B) e-commerce is proving to account for a much larger slice of... Read More
An Overview of the Historical Context for Sustainable Business in the United States, 1960—2000
Larson, Andrea; Johnson, Richard R.
ENT-0034 | Published January 21, 1999 | 15 pages Technical Note
Collection: Darden School of Business
The concept of sustainable business is a powerful new perspective on creating value for multiple stakeholders. It links the previously conflicting interests of economic efficiency, social equity, and ... Read More