Author Profile
Ailawadi, Kusum
The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Ailawadi, Kusum; Boccia, Murillo; Farris, Paul W.; Guissoni, Leandro
M-0943 | Published August 02, 2017 | 18 pages. Case
Collection: Darden School of Business
Faced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer rea... Read More
Uber Pricing Strategies and Marketing Communications
Ailawadi, Kusum; Farris, Paul W.; Weiler, Virginia; Yemen, Gerry
M-0871 | Published May 23, 2014 | 15 pages. Case
Collection: Darden School of Business
By late March 2014, the ridesharing company Uber was on a roll, rapidly expanding service to untapped markets and gaining new, enthusiastic customers, as well as a few vocal and visible detractors. Ub... Read More