Author Profile
Ailawadi, Kusum
The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W. Guissoni, Leandro Ailawadi, Kusum Boccia, Murillo
M-0943 | Published August 02, 2017 | 18 pages Case
Collection: Darden School of Business
Faced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer rea... Read More
Uber Pricing Strategies and Marketing Communications
Farris, Paul W. Yemen, Gerry Weiler, Virginia Ailawadi, Kusum
M-0871 | Published May 23, 2014 | 15 pages Case
Collection: Darden School of Business
By late March 2014, the ridesharing company Uber was on a roll, rapidly expanding service to untapped markets and gaining new, enthusiastic customers, as well as a few vocal and visible detractors. Ub... Read More