Author Profile
Craddock, Jenny
Defined Benefit Pension Plans
Craddock, Jenny; Hopkins, Justin J.
C-2472 | Published January 12, 2024 | 7 pages. Technical Note
Collection: Darden School of Business
This technical note provides background on defined benefit pension plans in the United States and a basic understanding of accounting for defined benefit plans. Topics discussed include differences be... Read More
A Pig in a Poke? Shuanghui’s Acquisition of Smithfield
Chen, Ming-Jer; Craddock, Jenny; Chan, Yi Ping
S-0330 | Published July 22, 2020 | 10 pages. Case
Collection: Darden School of Business
This case stars Long Wan, chairman and CEO of Shuanghui International (Shuanghui), as he works through the postmerger integration of the newly acquired US-based Smithfield Foods (Smithfield). Wan must... Read More
Amazon’s HQ2 in Arlington: New Digs, New Strategy?
Lenox, Michael; Craddock, Jenny
S-0323 | Published February 20, 2020 | 19 pages. Case
Collection: Darden School of Business
When Brian Huseman, vice president of public policy for the Seattle-based internet retailer and technology company Amazon.com (Amazon), prepared to meet economic-development officials and community le... Read More
Devils Backbone Brewing: Integrated Independence?
OM-1616 | Published January 22, 2020 | 16 pages. Case
Collection: Darden School of Business
This case presents a scenario wherein Hayes Humphreys, the Chief Operating Officer of Devils Backbone Brewing Company (DBB), has just attended a quarterly summit held by Anheuser-Busch InBev (ABI) for... Read More
Growing a Team at LandCare: Excellence in the Field
OB-1284 | Published July 22, 2019 | 25 pages. Case
Collection: Darden School of Business
In October 2018, Mike Bogan, CEO of LandCare, a nationwide commercial landscaping firm, was concerned about the significant headwinds facing not only LandCare but the entire landscaping industry at th... Read More
Driverless Trucks at Ford: Cruising into a Compromised Brand Identity?
Venkatesan, Rajkumar; Craddock, Jenny
M-0967 | Published January 31, 2019 | 24 pages. Case
Collection: Darden School of Business
Ford's F-Series of trucks were first introduced in 1948, and ever since they have represented American identity for their consumers. Both earned media, in movies like Urban Cowboy, and Ford's paid med... Read More
Automation of Marketing Models
Venkatesan, Rajkumar; Craddock, Jenny; Nagji, Noreen
M-0965 | Published November 06, 2018 | 9 pages. Technical Note
Collection: Darden School of Business
This technical note gives students an overview of artificial intelligence (AI) and machine learning (ML) in order to help them understand how these fields can contribute to the future of marketing. To... Read More
A Phantom Man(n) at Witchsy: Casting a Spell via Email?
Isabella, Lynn A.; Craddock, Jenny
OB-1255 | Published October 10, 2018 | 18 pages. Case
Collection: Darden School of Business
In the summer of 2015, Los Angeles-based creatives Kate Dwyer and Penelope Gazin were fed up with the censorship of “risqué” goods and artwork sold on the popular online marketplace Etsy. Even though ... 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
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
Connecting the Dots at Microsoft: Global Planning for a Local World (A) (RUSSIAN)
Hutchison-Krupat, Jeremy; Craddock, Jenny
OM-1619 | Published November 08, 2017 | 12 pages. Case
Collection: Darden School of Business
This is a Russian translation of the January 30, 2017, version of UVA-OM-1560. This case is set on the verge of Microsoft initiating a TV white-space pilot in the Philippines in the summer of 2013; th... Read More
Tackling Low Completion Rates—A Compare.com Conundrum (A)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, Kyle
M-0947 | Published September 08, 2017 | 17 pages. Case
Collection: Darden School of Business
This is the first of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance s... Read More
Tackling Low Completion Rates—A Compare.com Conundrum (B)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, Kyle
M-0948 | Published September 08, 2017 | 1 pages. Case
Collection: Darden School of Business
This is the second of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance ... Read More
Tackling Low Completion Rates—A Compare.com Conundrum (C)
Venkatesan, Rajkumar; Craddock, Jenny; Brodie, Kyle
M-0949 | Published September 08, 2017 | 3 pages. Case
Collection: Darden School of Business
This is the third of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance s... Read More
Wells Fargo Circles the Wagons: Communicating during a Crisis
West, June A.; Craddock, Jenny
BC-0263 | Published July 12, 2017 | 22 pages. Case
Collection: Darden School of Business
In October 2016, Timothy Sloan, the newly appointed CEO of American banking giant Wells Fargo, faced a massive public-relations crisis. A few weeks earlier, a United States government agency had annou... Read More
LEGO Bricks: Fit for the Big Screen?
Chen, Ming-Jer; Craddock, Jenny
S-0296 | Published June 15, 2017 | 8 pages. Case
Collection: Darden School of Business
For years Danish toymaker LEGO had turned down multiple attempts from directors and producers to make a LEGO movie. Now the CEO of the Danish toymaker has gotten a movie pitch from Warner Brothers. Th... Read More
Hanging Gardens (A): Growing a Venture from an Acorn of an Idea
Venkataraman, S.; Craddock, Jenny
ENT-0213 | Published June 07, 2017 | 7 pages. Case
Collection: Darden School of Business
This is a four-part case series. In 2012, Leigh Nicholson, a self-employed IT consultant with a successful career that had spanned South Africa, Dubai, and London under her belt, joined forces with ... Read More
Hanging Gardens (B): Weeding Out the Wrong Partners
Venkataraman, S.; Craddock, Jenny
ENT-0214 | Published June 07, 2017 | 3 pages. Case
Collection: Darden School of Business
This is a four-part case series. In 2012, Leigh Nicholson, a self-employed IT consultant with a successful career that had spanned South Africa, Dubai, and London under her belt, joined forces with ... Read More
Hanging Gardens (C): Competition from Farther Afield
Venkataraman, S.; Craddock, Jenny
ENT-0215 | Published June 07, 2017 | 3 pages. Case
Collection: Darden School of Business
This is a four-part case series. In 2012, Leigh Nicholson, a self-employed IT consultant with a successful career that had spanned South Africa, Dubai, and London under her belt, joined forces with ... Read More
Hanging Gardens (D): Tending to New Services
Venkataraman, S.; Craddock, Jenny
ENT-0216 | Published June 07, 2017 | 4 pages. Case
Collection: Darden School of Business
This is a four-part case series. In 2012, Leigh Nicholson, a self-employed IT consultant with a successful career that had spanned South Africa, Dubai, and London under her belt, joined forces with ... Read More
The Battle for Value, 2016: FedEx Corp. versus United Parcel Service, Inc.
Schill, Michael J.; Craddock, Jenny
F-1773 | Published February 13, 2017 | 17 pages. Case
Collection: Darden School of Business
This case invites students to assess the financial performance of FedEx Corp. and United Parcel Service, Inc., two firms that have long competed for dominance in the overnight delivery industry. The c... Read More
Connecting the Dots at Microsoft: Global Planning for a Local World (A)
Hutchison-Krupat, Jeremy; Craddock, Jenny
OM-1560 | Published January 30, 2017 | 10 pages. Case
Collection: Darden School of Business
This case is set on the verge of Microsoft initiating a TV white-space pilot in the Philippines in the summer of 2013; the uncertainty surrounding the new technology's performance in the region provid... Read More
Connecting the Dots at Microsoft: Global Planning for a Local World (B)
Hutchison-Krupat, Jeremy; Craddock, Jenny
OM-1561 | Published January 30, 2017 | 2 pages. Case
Collection: Darden School of Business
This case is set on the verge of Microsoft initiating a TV white space pilot in the Philippines in the summer of 2013; the uncertainty surrounding the new technology's performance in the region provid... Read More
Ferrari: The 2015 Initial Public Offering
Schill, Michael J.; Craddock, Jenny
F-1775 | Published January 11, 2017 | 20 pages. Case
Collection: Darden School of Business
This case examines the October 2015 initial public offering pricing decision for legendary Italian sports car company Ferrari by Fiat Chrysler management. Students are invited to model the value of F... Read More