Author Profile
Boichuk, Jeff
Brandefy: Approaching Expansion with Marketing Analytics
Yemen, Gerry; Boichuk, Jeff; Mortimer, Steven M.
M-0962 | Published August 20, 2018 | 6 pages. Case
Collection: Darden School of Business
This field-based case allows instructors to explore the world of data analytics with students, using Brandefy, a startup company, and its plan to expand its app into additional categories of the groce... Read More
Food Marketing
Cian, Luca; Boichuk, Jeff; Gibson, Madeline
M-0966 | Published August 07, 2018 | 11 pages. Technical Note
Collection: Darden School of Business
Literature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may s... Read More
Brand Activism at Starbucks—A Tall Order?
Parmar, Bidhan L.; Craddock, Jenny; Cian, Luca; Boichuk, Jeff
M-0964 | Published July 10, 2018 | 16 pages. Case
Collection: Darden School of Business
In April 2017, Kevin Johnson took over the reigns as CEO of Starbucks, the iconic coffee giant. He faced a number of key decisions to keep the global retail giant competitive, but one in particular lo... Read More
Brand Activism
Parmar, Bidhan L.; Craddock, Jenny; Cian, Luca; Boichuk, Jeff
M-0963 | Published June 27, 2018 | 13 pages. Technical Note
Collection: Darden School of Business
This technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can ... Read More
Just: Positioned to Target Mainstream Tastes? (B)
Yemen, Gerry; Cian, Luca; Boichuk, Jeff
M-0957 | Published April 19, 2018 | 3 pages. Case
Collection: Darden School of Business
Well suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up's brand in the food industry to unfold circumsta... Read More
Just: Positioned to Target Mainstream Tastes? (A)
Yemen, Gerry; Cian, Luca; Boichuk, Jeff
M-0956 | Published April 19, 2018 | 17 pages. Case
Collection: Darden School of Business
Well suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up's brand in the food industry to unfold circumsta... Read More