Author Profile
Anik, Lalin
Rohvi
Anik, Lalin Mittal, Aerika Yemen, Gerry
M-1007 | Published January 06, 2021 | 12 pages Case
Collection: Darden School of Business
This case uses a start-up in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an inn... Read More
A Supreme Case of Coolness?
Anik, Lalin Maiden, Stephen E. Corriher, Addison
M-1006 | Published August 26, 2020 | 13 pages Case
Collection: Darden School of Business
This case uses Supreme, a skater-clothing brand from New York City, and a framework for understanding the concept of "coolness" (see "A General Theory of Coolness," UVA-M-0953), which is the cornersto... Read More
Conjoint Analysis: Estimating Consumer Preferences
Cian, Luca Anik, Lalin Kim, Tami Steenburgh, Thomas J. Whitler, Kimberly A. Ferrera, Ryan Hills, Winfred
M-1002 | Published August 03, 2020 | 8 pages Exercise
Collection: Darden School of Business
This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... Read More
A General Theory of Coolness
Anik, Lalin Miles, Johnny Hauser, Ryan
M-0953 | Published August 11, 2017 | 12 pages Technical Note
Collection: Darden School of Business
Coolness is a quality that is widely desired but not widely understood. While many brands seek to establish themselves as "cool," few have a clear idea of how to get there. In this technical note, we ... Read More
Dare to Experiment: The Scientific Approach to Consumer Behavior
Anik, Lalin Hauser, Ryan Yemen, Gerry
M-0951 | Published August 02, 2017 | 4 pages Case
Collection: Darden School of Business
This is a collection of four caselets that aim to provide a rich discussion around why experimentation in business is important and how it can be properly designed to improve short-term tactical and l... Read More
To Understand Consumer Behavior, Think Like a Marketplace Scientist
Anik, Lalin Hauser, Ryan Gibson, Madeline
M-0950 | Published July 28, 2017 | 16 pages Technical Note
Collection: Darden School of Business
This technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true e... Read More
From Heineken with Love: James Bond Product Promotion
M-0952 | Published July 28, 2017 | 10 pages Case
Collection: Darden School of Business
The producers of the newest James Bond film, Spectre, had a difficult sponsorship decision to make before filming of the movie began in one month. Up for consideration was a highly lucrative product p... Read More
GlobalGiving
Anik, Lalin Steenburgh, Thomas J. Steenburgh, Laura
M-0938 | Published April 20, 2017 | 17 pages Case
Collection: Darden School of Business
Nonprofits are facing a growing challenge to retain donors. At a time when acquiring a new donor is three times as expensive as retaining an existing donor and donor attrition stands at an all-time hi... Read More