Author Profile
Cian, Luca
Upli: Financial Health Appiness (B)
M-1027 | Published May 25, 2023 | 13 pages. Case
Collection: Darden School of Business
This field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around fi... Read More
Upli: Financial Health Appiness (C)
M-1028 | Published May 25, 2023 | 5 pages. Case
Collection: Darden School of Business
This field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around fi... Read More
Upli: Financial Health Appiness (A)
M-1026 | Published May 25, 2023 | 12 pages. Case
Collection: Darden School of Business
This field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around fi... Read More
Snack Time with Generation Z
M-1032 | Published October 18, 2022 | 2 pages. Case
Collection: Darden School of Business
This case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery ... Read More
The Business of Broadway: When Art Meets Business
Cian, Luca; Eagan, Patt; Tennyson, Tre
M-1024 | Published February 03, 2022 | 16 pages. Technical Note
Collection: Darden School of Business
While there will always be a place in this world for “art for art’s sake,” the artistic value of creative works need not be diminished by the application of commercial considerations. In fact, the arg... Read More
Harnessing Deliberate Creativity
M-1009 | Published August 02, 2021 | 7 pages. Technical Note
Collection: Darden School of Business
This technical note is designed to introduce students and practitioners to the body of work associated with creativity and its applications for professionals and the organizations they lead. Creativit... Read More
10 Marketing Scenarios
M-1010 | Published February 26, 2021 | 2 pages. Exercise
Collection: Darden School of Business
This exercise aims to provide a rich discussion around marketing research. Specifically, this exercise presents 10 mini-scenarios that could be resolved with proper marketing research techniques. This... Read More
Conjoint Analysis: Estimating Consumer Preferences
Whitler, Kimberly A.; Steenburgh, Thomas J.; Anik, Lalin; Cian, Luca; Kim, Tami; Ferrera, Ryan; Hills, Winfred
M-1002 | Published August 03, 2020 | 8 pages. Exercise
Collection: Darden School of Business
This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... 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
Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (B)
Craddock, Jenny; Cian, Luca; Krishna, Aradhna; Cervai, Sara
M-0960 | Published March 01, 2018 | 6 pages. Case
Collection: Darden School of Business
This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats' puzzling selling p... Read More
Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Craddock, Jenny; Cian, Luca; Krishna, Aradhna; Cervai, Sara
M-0959 | Published March 01, 2018 | 7 pages. Case
Collection: Darden School of Business
This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling p... Read More
Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (C)
Craddock, Jenny; Cian, Luca; Krishna, Aradhna; Cervai, Sara
M-0961 | Published March 01, 2018 | 2 pages. Case
Collection: Darden School of Business
This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats' puzzling selling p... Read More