Author Profile
Wilcox, Ronald T.
Philips: Developing a Marketing Strategy for LED Bulbs
Wilcox, Ronald T. Kohler, Thomas
M-1033 | Published March 14, 2023 | 8 pages Case
Collection: Darden School of Business
Philips, the Dutch multinational conglomerate, is assessing whether to enter the business-to-consumer (B2C) LED lightbulb market in the United States. Philips has already been serving the business-to-... Read More
A Concise Guide to Parent Brands and Subbrands
M-0973 | Published August 19, 2021 | 5 pages Technical Note
Collection: Darden School of Business
In the field of branding, terms like parent brands and subbrands are often used in imprecise ways. The general lack of clarity around these terms can lead to poor marketing communication and confusion... Read More
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle
Venkatesan, Rajkumar Farris, Paul W. Wilcox, Ronald T.
M-0981 | Published October 08, 2019 | 220 pages Case
Collection: Darden School of Business
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle is a collection of the original cases and technical notes that inspired the successful first-edition book. Covering an array of pract... Read More
UnbeLEAFable Snacks
Wilcox, Ronald T. Grushka-Cockayne, Yael King, Nick White, John
M-0911 | Published December 21, 2017 | 11 pages Case
Collection: Darden School of Business
In this case a business school student, Kate Maxwell, must decide whether to accept a job offer in wealth management or pursue her dream of building her own company around healthy gummy snacks for chi... Read More
Heinz Ketchup: Pricing the Product Line (SPANISH)
Wilcox, Ronald T. Goldberg, Rebecca
M-0954 | Published June 14, 2016 | 13 pages Case
Collection: Darden School of Business
This is a Spanish translation of the June 27, 2011 version of UVA-M-0777. An iconic American brand must determine how to maximize net profit by increasing the sales of its highest-margin items in the... Read More
Legal Aspects of Pricing
Wilcox, Ronald T. Kelner, Jordan
M-0856 | Published December 17, 2013 | 27 pages Technical Note
Collection: Darden School of Business
This technical note explores some of the legal implications that companies face when deciding how to price their goods. It focuses on the three main federal antitrust laws: the Sherman Antitrust Act, ... Read More
Patagonia, Inc.
Wilcox, Ronald T. Goldberg, Rebecca
M-0857 | Published November 20, 2013 Case
Collection: Darden School of Business
The marketing director of Patagonia, Inc. (Patagonia), had been tasked with considering the financial implications of a new initiative that Patagonia planned to launch within six months: Common Thread... Read More
J. C. Penney: The "Think Big" Strategy
Farris, Paul W. Thompson, Sylvie Wilcox, Ronald T.
M-0841 | Published September 28, 2012 | 22 pages Case
Collection: Darden School of Business
This case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a prese... Read More
J. C. Penney: Reinventing Fair and Square Deals (A)
Farris, Paul W. Wilcox, Ronald T. Thompson, Sylvie
M-0835 | Published July 20, 2012 | 11 pages Case
Collection: Darden School of Business
The new CEO and the new president of the J. C. Penney Company, Inc. (JCP), invigorate the company with a new pricing strategy based on "Everyday Fair Prices." Is the initial market reaction an indicat... Read More
J. C. Penney: Reinventing Fair and Square Deals (B)
Farris, Paul W. Wilcox, Ronald T. Thompson, Sylvie
M-0836 | Published July 20, 2012 | 4 pages Case
Collection: Darden School of Business
In this second part of a two-part case, the results of an innovative new pricing strategy for a venerated department store are reviewed and its positioning going forward is explored. Read More
Brand Positioning Statements
Wilcox, Ronald T. Yemen, Gerry
M-0827 | Published January 20, 2012 | 9 pages Technical Note
Collection: Darden School of Business
The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning sta... Read More
Route 11 Potato Chips
Wilcox, Ronald T. Santos, Carlos Michael
M-0810 | Published August 02, 2011 | 10 pages Case
Collection: Darden School of Business
Route 11 Chips, a regional potato chip company, is struggling with whether to reduce the number of flavors it markets. Additional flavors add operational cost, but management believes that some of the... Read More
Product Line Pricing
M-0813 | Published August 02, 2011 | 10 pages Technical Note
Collection: Darden School of Business
This note discusses the technical and managerial aspects of pricing a product line. Product lines are multiple variants of essentially the same product, where individual products in the line may vary ... Read More
Parsons Brinckerhoff: The Second Avenue Subway (A)
Wilcox, Ronald T. Santos, Carlos Michael
M-0793 | Published May 31, 2011 | 9 pages Case
Collection: Darden School of Business
Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from the client's own? Emphasizing both its engineering capability and 80 years' exp... Read More
Parsons Brinckerhoff: The Second Avenue Subway (B)
Wilcox, Ronald T. Santos, Carlos Michael
M-0794 | Published May 31, 2011 | 3 pages Case
Collection: Darden School of Business
Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client's own? Emphasizing both its engineering capability and 80 years' ex... Read More
Parsons Brinckerhoff: The Second Avenue Subway (C)
Wilcox, Ronald T. Santos, Carlos Michael
M-0795 | Published May 31, 2011 | 1 pages Case
Collection: Darden School of Business
Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that client's own? Emphasizing both its engineering capability and 80 years' ex... Read More
SmartOps Corporation: Forging Smart Alliances?
Wilcox, Ronald T. Yemen, Gerry
M-0797 | Published March 18, 2011 | 11 pages Case
Collection: Darden School of Business
After creating a market for his "new to the world" product and a significant partnership with the German-based SAP, Sridhar Tayur had an opportunity to take the partnership with SAP to another level b... Read More
The Influence of Social Media on Purchase Decisions in High Involvement Categories
Wilcox, Ronald T. Black, Polly
M-0786 | Published August 09, 2010 | 9 pages Technical Note
Collection: Darden School of Business
This note discusses how social media marketing can be used to influence the consumer decision process for goods and services. It links social media's influence to the different stages of the purchase ... Read More
Heinz Ketchup: Pricing the Product Line
Wilcox, Ronald T. Goldberg, Rebecca
M-0777 | Published July 06, 2009 | 10 pages Case
Collection: Darden School of Business
An iconic American brand must determine how to maximize net profit by increasing the sales of its highest-margin items in the face of constant retailer pushback including reduced shelf space and promo... Read More
Portland Trail Blazers
M-0773 | Published April 03, 2009 | 10 pages Case
Collection: Darden School of Business
Designed to teach conjoint analysis, this case challenges students to make tactical decisions based on marketing research. It should be paired with the technical note "A Practical Guide to Conjoint An... Read More
Green Ox
Moore, Marian Chapman Wilcox, Ronald T. Henderson, Geraldine
M-0722 | Published July 11, 2007 | 9 pages Case
Collection: Darden School of Business
"Green Ox" was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case cha... Read More
Dragon Systems, Inc. (A)
Wilcox, Ronald T. Kelly, Dorothy C.
M-0724 | Published August 18, 2005 | 8 pages Case
Collection: Darden School of Business
Dragon Systems, Inc., a medium-sized, minority-owned information technology solutions firm, has received a Request for Solutions (RFS) from a major department of the U.S. government. The multimillion ... Read More
Dragon Systems, Inc (B)
Wilcox, Ronald T. Kelly, Dorothy C.
M-0725 | Published August 18, 2005 | 1 pages Case
Collection: Darden School of Business
The B case presents the very successful outcome of Dragon Systems' bidding strategy which is examined in the A case (UVA-M-0724). Read More
A Practical Guide to Conjoint Analysis
M-0675 | Published August 26, 2003 | 8 pages Technical Note
Collection: Darden School of Business
This technical note provides an overview of conjoint analysis. It shows how to interpret standard conjoint analysis output and the uses of that output. It provides several examples of how output can b... Read More
Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund
M-0674 | Published May 20, 2003 | 5 pages Case
Collection: Darden School of Business
This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to ... Read More
Methods for Producing Perceptual Maps from Data
M-0665 | Published January 27, 2003 | 12 pages Technical Note
Collection: Darden School of Business
This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps from data. It concentrates on the attribute-rat... Read More
Marketing Economics
Farris, Paul W. Moore, Marian C. Wilcox, Ronald T. Johnson, Richard R. Mentus, Ron
M-0648 | Published August 07, 2001 | 10 pages Technical Note
Collection: Darden School of Business
The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed econo... Read More
66°North: Made for Life
Wilcox, Ronald T. Yemen, Gerry
M-1017 | Published | 20 pages Case
Collection: Darden School of Business
This field-based case uses the 66°North Company, an iconic Icelandic designer and manufacturer of premium outerwear, to unfold circumstances that allow for an analysis of the firm’s value proposition,... Read More