Author Profile
Shames, Ervin R.
Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan
M-0849 | Published May 24, 2013 | 8 pages. Case
Collection: Darden School of Business
This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy ... Read More
Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, Michael
M-0771 | Published April 21, 2009 | 16 pages. Case
Collection: Darden School of Business
The Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new e... Read More
Levi's at Wal-Mart?
Farris, Paul W.; Shames, Ervin R.; Mitchell, Jordan
M-0711 | Published May 10, 2005 | 24 pages. Case
Collection: Darden School of Business
In early 2002, Levi Strauss was considering rekindling its Wal-Mart relationship with a new value brand. How should the brand be developed to preserve sales with existing customers in other channels? ... Read More
Kuhn Flowers
Farris, Paul W.; Shames, Ervin R.; Disantis, Thomas G.
M-0696 | Published July 21, 2004 | 18 pages. Case
Collection: Darden School of Business
Kuhn Flowers is an extremely successful florist in Jacksonville, Florida. The case describes Kuhn's marketing and operations strategies, emphasizing the synergies between them. As backdrop to the case... Read More
Evolution or Revolution in the Music Industry?
Farris, Paul W.; Shames, Ervin R.; Gregg, Eric A.; Almedia, Sonia
M-0684 | Published December 30, 2003 | 9 pages. Case
Collection: Darden School of Business
This case allows students to explore the impact of the Internet on an industry structure, value chain, and business models. The combination of broad band Internet access, faster computer processing, a... Read More
Perspectives on Brand Equity
Farris, Paul W.; Shames, Ervin R.; Gregg, Eric A.
M-0668 | Published February 10, 2002 | 17 pages. Technical Note
Collection: Darden School of Business
This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MB... Read More
Benecol Spread and Media Planning
Carraway, Robert L.; Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.
M-0664 | Published January 20, 2002 | 23 pages. Case
Collection: Darden School of Business
Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the mo... Read More
Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan
M-0663 | Published January 13, 2002 | 12 pages. Case
Collection: Darden School of Business
This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The cas... Read More