NO CHANGES CAN BE MADE TO CASE WITHOUT COMPANY APPROVALIn this, the second of a two-part case series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces, including changes to the...

In the summer of 2001, the online travel sector was one of the few bright spots for both the airlines and the dot-com sectors. Two online travel agencies emerged as the clear leaders: Travelocity and Expedia. However, just as they had established themselves as the top-tier of online travel...

In 1999, Procter & Gamble (P&G) witnessed its first share increase against rival Kimberly-Clark (K-C) in the U.S. disposable diaper sector in five years. However, Sam’s Club de-listed P&G’s Pampers from most of its stores that August, limiting its diaper offerings to K-C’s...

iTruf.com, a community, content, and commerce site directed at Generation Y, saw its stock plummet before it merged with its former parent, the catalog and retail clothing store, dELIA*s. Despite the merger, the critical questions remained for iTurf of what business it was in, what business it...

This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, evaluation with spreadsheet analysis

This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition to a fact-based decision-making process. Based on interactions with more than...

Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to...

Faced with declining market share and sales, Natura, Brazil's second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and...

BootsUnlimited.com (BU) is a website offering custom-made footwear. Customers can choose from a wide variety of styles and can also create new styles based on their exact specifications. The company instructs customers on how to provide 20 different foot and calf measurements, and from those...