Jenny Craddock

University of Virginia - Darden School of Business

Senior Case Writer

P.O. Box 6550

Charlottesville, VA 22906-6550

United States

SCHOLARLY PAPERS

15

DOWNLOADS

79

CITATIONS

0

Scholarly Papers (15)

1.

Brand Activism at Starbucks—A Tall Order?

Darden Case No. UVA-M-0964
Number of pages: 16 Posted: 18 Jul 2018 Last Revised: 25 Aug 2018
Luca Cian, Bidhan L. Parmar, Jeff Boichuk and Jenny Craddock
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - McIntire School of Commerce and University of Virginia - Darden School of Business
Downloads 45 (396,510)
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marketing, brand activism, promotion strategies, good publicity, bad publicity

2.

Ferrari: The 2015 Initial Public Offering

Darden Case No. UVA-F-1775
Number of pages: 20 Posted: 30 May 2017
Michael J. Schill and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 14 (543,865)
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firm valuation, market-multiples, discounted cash flow, IPO

3.

Brand Activism

Darden Case No. UVA-M-0963
Number of pages: 13 Posted: 03 Jul 2018 Last Revised: 25 Aug 2018
University of Virginia - Darden School of Business, University of Virginia - McIntire School of Commerce, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 5 (597,749)
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marketing, brand activism, promotion strategies, good publicity, bad publicity

4.

Safaricom 2018: The Emerging-Markets Payments Battle

Darden Case No. UVA-F-1843
Number of pages: 44 Posted: 03 Jul 2018 Last Revised: 25 Aug 2018
George (Yiorgos) Allayannis and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 3 (611,686)
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Financial Services, Fintech, (Global) Capital Markets/International Finance, Frontier Markets

5.

The Battle for Value, 2016: FedEx Corp. versus United Parcel Service, Inc.

Darden Case No. UVA-F-1773
Number of pages: 17 Posted: 12 Feb 2018
Michael J. Schill and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 3 (611,686)
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financial analysis, market performance, economic profit analysis, corporate strategy, competitive dynamics

6.

The Brexit Unknown—Britain's Boom or Bust?

Darden Case No. UVA-F-1780
Number of pages: 23 Posted: 30 May 2017
George (Yiorgos) Allayannis and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 3 (611,686)
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financial analysis, market performance, corporate strategy, investment strategy

7.

Aston Martin: The Crossover Conundrum

Darden Case No. UVA-S-0298
Number of pages: 31 Posted: 05 Dec 2017 Last Revised: 23 Mar 2018
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 2 (621,053)
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boutique carmaker, projected investment, project risk

8.

Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)

Darden Case No. UVA-M-0959
Number of pages: 7 Posted: 23 Jan 2019
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Michigan, Stephen M. Ross School of Business, University of Michigan at Ann Arbor and University of Trieste
Downloads 1 (633,036)
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marketing, sensory marketing, consumer behavior, consumer psychology, unconscious attitudes, in-depth interview, qualitative methods, implicit associations

9.

Automation of Marketing Models

Darden Case No. UVA-M-0965
Number of pages: 9 Posted: 27 Nov 2018
Rajkumar Venkatesan, Jenny Craddock and Noreen Nagji
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1 (633,036)
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artificial intelligence, machine learning, deep learning, marketing analytics, automated marketing

10.

Tackling Low Completion Rates—A Compare.Com Conundrum (a)

Darden Case No. UVA-M-0947
Number of pages: 17 Posted: 01 Jun 2018 Last Revised: 17 Aug 2018
Rajkumar Venkatesan, Jenny Craddock and Kyle Brodie
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1 (633,036)
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marketing, a/b testing, purchase funnel, customer retention, agile development, data analytics, test-and-learn

11.

Wells Fargo Circles the Wagons: Communicating During a Crisis

Darden Case No. UVA-BC-0263
Number of pages: 22 Posted: 04 Aug 2017 Last Revised: 09 Oct 2018
Jenny Craddock and June West
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1 (633,036)
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management communication, public relations, corporate image, scandal, crisis communication, reputation, brand

12.

Driverless Trucks at Ford: Cruising into a Compromised Brand Identity?

Darden Case No. UVA-M-0967
Number of pages: 23 Posted: 11 Feb 2019
Rajkumar Venkatesan and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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marketing, strategy, Ford, self-driving cars, autonomous vehicles, F-Series, F-150, brand loyalty, advertising, product placement, brand associations

13.

A Phantom Man(N) at Witchsy: Casting a Spell Via Email?

Darden Case No. UVA-OB-1255
Number of pages: 18 Posted: 20 Oct 2018 Last Revised: 29 Mar 2019
Lynn Isabella and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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women in leadership, women's leadership, gender profiling, entrepreneurship

14.

Lego Bricks: Fit for the Big Screen?

Darden Case No. UVA-S-0296
Number of pages: 8 Posted: 04 Aug 2017
Ming-Jer Chen and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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over-diversification, entertainment, brand risk

15.

Connecting the Dots at Microsoft: Global Planning for a Local World (a)

Darden Case No. UVA-OM-1560
Number of pages: 10 Posted: 01 Jun 2017 Last Revised: 04 Jan 2019
Jeremy Hutchison-Krupat and Jenny Craddock
University of Cambridge - Judge Business School and University of Virginia - Darden School of Business
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global innovation, new product development, project management, unknown unknowns, executing strategic initiatives, public-private risk innovation