Author Profile
Rubin, James R.
Sustainability at The Coca-Cola Company in a New Era of Brand Building
Rubin, James R. Moriarty, Brian Mehlsak, Alison
BC-0262 | Published December 21, 2015 | 24 pages Case
Collection: Darden School of Business
This case is used in Darden's course elective on managing corporate communications. It offers students a concise history of The Coca-Cola Company's (TCCC's) brand history before focusing on the import... Read More
E-Mail Writing Exercise
BC-0254 | Published December 16, 2013 | 2 pages Exercise
Collection: Darden School of Business
E-mail is often used as a substitute for a phone call or a meeting. This exercise addresses the appropriateness and effectiveness of e-mail as a channel for communicating sensitive information. Studen... Read More
Small Medium at Large: Technology, Time, and Memory in Corporate Communications
BC-0248 | Published August 11, 2013 | 6 pages Technical Note
Collection: Darden School of Business
This note considers the role technological growth continues to play in the evolution of corporate communications. Read More
Two Metanarratives of Contemporary Business
BC-0250 | Published August 11, 2013 Technical Note
Collection: Darden School of Business
This note discusses two alternate narratives, or conceptions, of the role corporations can or should play in society, with attention paid to the influence of an emergent expectation of transparency br... Read More
Corporate Identity and Culture
BC-0251 | Published August 11, 2013 Technical Note
Collection: Darden School of Business
This note discusses the shifts in the conception of brand and identity as it relates to corporations. Read More
Pattern Recognition and Interpretation
BC-0252 | Published August 11, 2013 | 6 pages Technical Note
Collection: Darden School of Business
This note explores the ways in which pattern recognition is central to strategic, managerial, and branding activities. Read More
Changing Contexts for Reputation Management
BC-0249 | Published March 05, 2013 | 6 pages Technical Note
Collection: Darden School of Business
This note surveys some of the shifting considerations in play as chief communications officers (CCOs) have come to see reputation as a useful umbrella concept for managing the many activities that for... Read More
Corporate Crisis and the Long View
BC-0246 | Published March 01, 2013 Technical Note
Collection: Darden School of Business
The public primarily encounters the corporate communications function during a crisis. General rules are a good starting place for dealing with a crisis and handy to know, but a historical perspective... Read More
Contemporary Corporate Communications: Stakeholder Engagement and the Business Model
BC-0245 | Published February 01, 2013 | 10 pages Technical Note
Collection: Darden School of Business
This note explores the ongoing evolution of the corporate communications function from the management of public image and public relations to the integrated cultivation of internal values and external... Read More
Corporate Brand as Social Contract
BC-0244 | Published November 19, 2012 | 6 pages Technical Note
Collection: Darden School of Business
This technical note is used at Darden in the Business Communications course and would also work well in Organizational Behavior courses. The role of branding at the corporate level, distinct from prod... Read More
Aetna Inc.: Managing Inherent Enterprise Risks Through Stakeholder Management
Rubin, James R. Carmichael, Barbara
BC-0218 | Published November 27, 2009 | 20 pages Case
Collection: Darden School of Business
Inherent risks or negatives are a critical element of "enterprise risk management" that must be mitigated or dramatically managed through constructive actions to sustain growth and manage reputation. ... Read More
MBA Writing Diagnostic
BC-0216 | Published January 12, 2008 | 4 pages Technical Note
Collection: Darden School of Business
This note delineates proper writing mechanics (issues of style and organization) in a business-school context. Rather than touch up on the many forms of business writing, it focuses instead on how to ... Read More
UPS and Corporate Sustainability: Proactively Managing Risk
Rubin, James R. Carmichael, Barbara
BC-0213 | Published December 23, 2007 | 30 pages Case
Collection: Darden School of Business
This case traces UPS's first corporate sustainability report (CSR), "Operating in Unison," from its origins up to its publication in 2006. It is based on interviews with managers who championed and sh... Read More
Renewing the Nissan Brand
Rubin, James R. Schultz, Majken Hatch, Mary Jo
BC-0194 | Published December 21, 2006 | 32 pages Case
Collection: Darden School of Business
One of the directors described his time working at Nissan as a "near-death experience." It was a bumpy ride, but under the guidance of Carlos Gosen, Nissan became one of the most remarkable corporate ... Read More
Corporate Branding
BC-0203 | Published December 29, 2005 Technical Note
Collection: Darden School of Business
This technical note provides an introduction to corporate branding, including a brief history, a discussion of differences between corporate and product branding, and some strategic implications for h... Read More
Introduction to Contemporary Corporate Communication
BC-0201 | Published December 28, 2005 Technical Note
Collection: Darden School of Business
This technical note provides an introduction to corporate communication, including a discussion of recent trends. Read More
Corporate Identity
BC-0202 | Published December 28, 2005 Technical Note
Collection: Darden School of Business
This technical note provides an overview of corporate identities for an MBA audience, including a brief history of the field and a way to understand how identity plays a role in corporations. Read More
Novo Nordisk: Focusing the Corporate Brand
Rubin, James R. Schultz, Majken
BC-0192 | Published December 20, 2004 | 37 pages Case
Collection: Darden School of Business
Kare Schultz, COO of Denmark's Novo Nordisk, must choose one of several scenarios for focusing the company's corporate brand. Read More
A Note on Management Communication: Module One
Powell, Elizabeth A. Rubin, James R.
BC-0168 | Published December 28, 2001 | 2 pages Technical Note
Collection: Darden School of Business
This note is an introduction to the first-year course Management Communication Module One. See also "A Note on Management Communication Module Two" (UVA-BC-0169). Read More
A Note on Management Communication: Module Two
Powell, Elizabeth A. Rubin, James R.
BC-0169 | Published December 28, 2001 | 2 pages Technical Note
Collection: Darden School of Business
This note is an introduction to the first-year course Management Communication: Module Two. See also "A Note on Management Communication: Module One" (UVA-BC-0168). Read More
A Note on Management Communication: Module Three
Powell, Elizabeth A. Rubin, James R.
BC-0170 | Published December 28, 2001 | 2 pages Technical Note
Collection: Darden School of Business
This note is an introduction to the first-year course Management Communication: Module Three. See also "A Note on Management Communication: Module One" (UVA-BC-0168), "A Note on Management Communicati... Read More
A Note on Management Communication: Module Four
Powell, Elizabeth A. Rubin, James R.
BC-0171 | Published December 28, 2001 | 2 pages Technical Note
Collection: Darden School of Business
This note is an introduction to the first-year course Management Communication: Module Four. See also "A Note on Management Communication: Module One" (UVA-BC-0168), "A Note on Management Communicatio... Read More
Syllabus: First Year Management Communication 2003
Powell, Elizabeth A. Rubin, James R.
BC-0160 | Published December 12, 2001 | 3 pages Technical Note
Collection: Darden School of Business
This syllabus outlines Darden's innovative first-year management-communication curriculum. Its purpose is to provide a model for other educators who are looking for a comprehensive introduction to ess... Read More
Narrative Presentation: Telling the Company Story
Powell, Elizabeth A. Rubin, James R.
BC-0163 | Published December 12, 2001 | 2 pages Technical Note
Collection: Darden School of Business
The Narrative Presentation Assignment offers students an opportunity to gain firsthand experience with an essential managerial communication skill: storytelling. The assignment gives guidelines for de... Read More
Peer Feedback Assignment
Powell, Elizabeth A. Rubin, James R.
BC-0164 | Published December 12, 2001 | 3 pages Technical Note
Collection: Darden School of Business
The Peer Feedback Assignment is based on the fact that giving feedback is an essential managerial communication skill. The assignment suggests guidelines for matching feedback to its timing and commun... Read More
Triad Conference with Instructor
Powell, Elizabeth A. Rubin, James R.
BC-0165 | Published December 12, 2001 | 2 pages Technical Note
Collection: Darden School of Business
The assignment ensures that students review their own work, review their peer feedback, and discuss it with their peers before a conference with their instructor. The conference takes place with the i... Read More
Point of View Assignment
Powell, Elizabeth A. Rubin, James R.
BC-0166 | Published December 12, 2001 | 3 pages Technical Note
Collection: Darden School of Business
The Point of View Assignment asks students to develop a persuasion message on a current business and society issue. The assignment makes suggestions about developing a topic for an oral presentation a... Read More
An Approach to Management Communication Pedagogy in MBA Education
BC-0148 | Published March 08, 2001 | 3 pages Technical Note
Collection: Darden School of Business
This note provides a pedagogical overview of Management Communication for MBA education. Read More
A Note on the Development of Management Communication in Graduate Business Schools
BC-0149 | Published March 08, 2001 Technical Note
Collection: Darden School of Business
An overview of the development of management communication in MBA programs. Read More
Investor Relations at United Technologies (A)
BC-0120 | Published February 21, 1997 | 12 pages Case
Collection: Darden School of Business
In 1993, the top management of United Technologies believed that the company's stock was underperforming. The director of Investor Relations, the CEO, and the CFO launched a concerted effort to repos... Read More
Investor Relations at United Technologies (B)
BC-0121 | Published February 21, 1997 | 7 pages Case
Collection: Darden School of Business
The B case concludes the discussion begun in the A case (BC-0120) of the campaign by United Technologies to woo investment analysts. Read More