Author Profile
Cian, Luca
Understanding Consumer Responses to Brand Activism
M-1064 | Published February 25, 2025 | 8 pages Technical Note
Collection: Darden School of Business
This technical note examines how consumers respond to brand activism, the growing phenomenon where brands take public stances on controversial sociopolitical issues. Drawing from recent research in ma... Read More
Dinh’s Donuts (A): Optimizing Advertising Reach
Palomba, Anthony Cian, Luca Yemen, Gerry Shaloudegi, Koushyar
BC-0302 | Published May 23, 2024 | 10 pages Case
Collection: Darden School of Business
In 2023, Serena Lopez, an advertising executive at Dinh’s Donuts, has to craft an advertising strategy for the donut chain’s new product, the Minty Cacao Dream donut. Lopez and her team must consider ... Read More
Dinh’s Donuts (B): Crafting Advertising Strategy
Palomba, Anthony Cian, Luca Klopfenstein, Amy
BC-0303 | Published May 23, 2024 | 12 pages Case
Collection: Darden School of Business
In this case, a follow-up to "Dinh's Donuts (A): Optimizing Advertising Reach" (UVA-BC-0302), Serena Lopez, an advertising executive at Dinh’s Donuts, must determine how to allocate the donut chain’s ... Read More
Upli: Financial Health Appiness (B)
M-1027 | Published May 25, 2023 | 13 pages Case
Collection: Darden School of Business
This 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 fi... Read More
Upli: Financial Health Appiness (C)
M-1028 | Published May 25, 2023 | 5 pages Case
Collection: Darden School of Business
This 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 fi... Read More
Upli: Financial Health Appiness (A)
M-1026 | Published May 25, 2023 | 12 pages Case
Collection: Darden School of Business
This 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 fi... Read More
Snack Time with Generation Z
M-1032 | Published October 18, 2022 | 2 pages Case
Collection: Darden School of Business
This case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery ... Read More
The Business of Broadway: When Art Meets Business
Cian, Luca Eagan, Patt Tennyson, Tre
M-1024 | Published February 03, 2022 | 16 pages Technical Note
Collection: Darden School of Business
While there will always be a place in this world for “art for art’s sake,” the artistic value of creative works need not be diminished by the application of commercial considerations. In fact, the arg... Read More
Harnessing Deliberate Creativity
M-1009 | Published August 02, 2021 | 7 pages Technical Note
Collection: Darden School of Business
This technical note is designed to introduce students and practitioners to the body of work associated with creativity and its applications for professionals and the organizations they lead. Creativit... Read More
10 Marketing Scenarios
M-1010 | Published February 26, 2021 | 2 pages Exercise
Collection: Darden School of Business
This exercise aims to provide a rich discussion around marketing research. Specifically, this exercise presents 10 mini-scenarios that could be resolved with proper marketing research techniques. This... 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
Food Marketing
Cian, Luca Gibson, Madeline Boichuk, Jeff
M-0966 | Published August 07, 2018 | 11 pages Technical Note
Collection: Darden School of Business
Literature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may s... Read More
Brand Activism at Starbucks—A Tall Order?
Cian, Luca Parmar, Bidhan L. Boichuk, Jeff Craddock, Jenny
M-0964 | Published July 10, 2018 | 16 pages Case
Collection: Darden School of Business
In April 2017, Kevin Johnson took over the reigns as CEO of Starbucks, the iconic coffee giant. He faced a number of key decisions to keep the global retail giant competitive, but one in particular lo... Read More
Brand Activism
Cian, Luca Parmar, Bidhan L. Boichuk, Jeff Craddock, Jenny
M-0963 | Published June 27, 2018 | 13 pages Technical Note
Collection: Darden School of Business
This technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can ... Read More
Just: Positioned to Target Mainstream Tastes? (B)
Cian, Luca Yemen, Gerry Boichuk, Jeff
M-0957 | Published April 19, 2018 | 3 pages Case
Collection: Darden School of Business
Well suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up's brand in the food industry to unfold circumsta... Read More
Just: Positioned to Target Mainstream Tastes? (A)
Cian, Luca Yemen, Gerry Boichuk, Jeff
M-0956 | Published April 19, 2018 | 17 pages Case
Collection: Darden School of Business
Well suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up's brand in the food industry to unfold circumsta... Read More
Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (B)
Cian, Luca Craddock, Jenny Krishna, Aradhna Cervai, Sara
M-0960 | Published March 01, 2018 | 6 pages Case
Collection: Darden School of Business
This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats' puzzling selling p... Read More
Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca Craddock, Jenny Krishna, Aradhna Cervai, Sara
M-0959 | Published March 01, 2018 | 7 pages Case
Collection: Darden School of Business
This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling p... Read More
Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (C)
Cian, Luca Craddock, Jenny Krishna, Aradhna Cervai, Sara
M-0961 | Published March 01, 2018 | 2 pages Case
Collection: Darden School of Business
This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats' puzzling selling p... Read More
Aston Martin: The Crossover Conundrum
Bourgeois, L. J. III Allayannis, George (Yiorgos) Cian, Luca Hernandez, Morela Craddock, Jenny
S-0298 | Published November 27, 2017 | 31 pages Case
Collection: Darden School of Business
In March 2009, Ulrich Bez, CEO of iconic carmaker Aston Martin, was excited about the possibility of producing the world's first luxury crossover vehicle. Bez had spent months forecasting the short-te... Read More