Author Profile
Whitler, Kimberly
Tractor Supply: Steering ESG Strategy as Consumer Beliefs Shift
Whitler, Kimberly Firebaugh, Hunter Grossman, Jeremy
M-1063 | Published March 11, 2025 | 17 pages Case
Collection: Darden School of Business
In 2021, Tractor Supply Company introduced new initiatives to expand its environmental, social, and governance (ESG) and diversity, equity, and inclusion (DEI) efforts, including reducing carbon emiss... Read More
Using AI to Assess Creative Concepts
Whitler, Kimberly Hagerty, Serena Daum, Julie Ben-Meir, Giorgi
M-1055 | Published August 07, 2024 | 11 pages Case
Collection: Darden School of Business
In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum, the chief marketing and communications officer... Read More
Three Empirical Methods for Calculating Customer Lifetime Value
Zhang, Zhihao Whitler, Kimberly Venkatesan, Rajkumar
M-1056 | Published August 01, 2024 | 11 pages Technical Note
Collection: Darden School of Business
A useful method in the marketer’s toolkit for determining the value of a representative customer from a certain segment is customer lifetime value (CLV). A CLV analysis essentially summarizes the prof... Read More
A Conceptual Introduction to Customer Lifetime Value
Zhang, Zhihao Whitler, Kimberly
M-1053 | Published July 24, 2024 | 9 pages Technical Note
Collection: Darden School of Business
An important metric that plays a pivotal role in marketing is customer lifetime value (CLV). Given the constraint of limited marketing budgets, a company can enhance the return on its marketing invest... Read More
The Good Feet Store: Sponsoring College Athletes in the Name, Image, and Likeness (NIL) Era
Whitler, Kimberly Puto, Christopher P. Maiden, Stephen E.
M-1050 | Published May 20, 2024 | 18 pages Case
Collection: Darden School of Business
This case introduces the challenges and decision criteria for businesses seeking to sponsor student athletes in the advent of the National Collegiate Athletic Association's (NCAA's) landmark decision ... Read More
Leveraging the Zone of Possible Agreement (ZOPA) to Make Pricing Decisions
Whitler, Kimberly Hagerty, Serena Zhang, Zhihao Maiden, Stephen E.
M-1045 | Published February 28, 2024 | 4 pages Technical Note
Collection: Darden School of Business
A key negotiating concept, the Zone of Possible Agreement (ZOPA), allows a buyer and seller to reach a mutually acceptable price. This technical note provides an overview of ZOPA for both individual-l... Read More
Brian Gursky: Using Social Media to Build an Athlete Brand in the Name, Image, Likeness (NIL) Era
M-1039 | Published July 17, 2023 | 10 pages Case
Collection: Darden School of Business
This field-based case introduces students to the challenges of building a professional brand through the lens of a college athlete. Since the National Collegiate Athletic Association’s (NCAA’s) landma... Read More
Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy
Whitler, Kimberly Baum, Dan Pasquinelli, Emily
M-1043 | Published | 18 pages Case
Collection: Darden School of Business
This case provides a chronological view of Bud Light’s sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-ma... Read More
Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Whitler, Kimberly Wooten, David Nolan, Liam
M-1019 | Published | 17 pages Case
Collection: Darden School of Business
This case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presentin... Read More
Pause and Refresh: Rethinking Coca-Cola's Response to the Georgia Voting Reform Law
Whitler, Kimberly Soltis, Steven
M-1020 | Published | 11 pages Exercise
Collection: Darden School of Business
This exercise is designed to give students an opportunity to develop a communications plan and press statement for The Coca-Cola Company (Coke) as it attempts to navigate the 2021 Georgia voting law c... Read More