Jenny Craddock

University of Virginia - Darden School of Business

Senior Case Writer

P.O. Box 6550

Charlottesville, VA 22906-6550

United States

SCHOLARLY PAPERS

19

DOWNLOADS

244

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (19)

1.

Ferrari: The 2015 Initial Public Offering

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 79 (386,426)
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firm valuation, market-multiples, discounted cash flow, IPO

2.

Brand Activism at Starbucks—A Tall Order?

Number of pages: 16 Posted: 18 Jul 2018 Last Revised: 10 Nov 2021
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 65 (429,819)
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marketing, brand activism, promotion strategies, good publicity, bad publicity

3.

Devils Backbone Brewing: Integrated Independence?

Number of pages: 16 Posted: 09 Sep 2020
Douglas J. Thomas and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 17 (679,346)

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beer, craft beer, acquisition, integration, information systems, strategy, company culture, purchasing, entrepreneurship, cross-brewing

4.

Brand Activism

Number of pages: 13 Posted: 03 Jul 2018 Last Revised: 10 Nov 2021
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 17 (671,952)
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marketing, brand activism, promotion strategies, good publicity, bad publicity

5.

Amazon's HQ2 in Arlington: New Digs, New Strategy?

Number of pages: 1 Posted: 09 Sep 2020 Last Revised: 10 Nov 2021
Michael Lenox and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 16 (679,346)
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Amazon, Jeff Bezos, New York, Virginia, strategy, headquarters, privacy, cybersecurity, employment, tech

6.

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

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 13 (702,414)
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financial analysis, market performance, economic profit analysis, corporate strategy, competitive dynamics

7.

Wells Fargo Circles the Wagons: Communicating During a Crisis

Number of pages: 22 Posted: 04 Aug 2017 Last Revised: 10 Nov 2021
Jenny Craddock and June A. West
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 8 (741,873)
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management communication, public relations, corporate image, scandal, crisis communication, reputation, brand

8.

Safaricom 2018: The Emerging-Markets Payments Battle

Number of pages: 44 Posted: 03 Jul 2018 Last Revised: 10 Nov 2021
George Allayannis and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 5 (765,467)
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Financial Services, Fintech, (Global) Capital Markets/International Finance, Frontier Markets

9.

The Brexit Unknown—Britain's Boom or Bust?

Number of pages: 23 Posted: 30 May 2017
George Allayannis and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 5 (765,467)
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financial analysis, market performance, corporate strategy, investment strategy

10.

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

Number of pages: 17 Posted: 01 Jun 2018 Last Revised: 10 Nov 2021
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 4 (773,125)
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marketing, a/b testing, purchase funnel, customer retention, agile development, data analytics, test-and-learn

11.

Growing a Team at Landcare: Excellence in the Field

Number of pages: 1 Posted: 07 Aug 2019 Last Revised: 10 Nov 2021
Sean Martin and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 3 (781,113)
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leadership, motivation, hourly workers, landscaping, incentives, workplace culture, immigration, workforce, team management, E-Verify, H-2B, visa, guest workers, sales, branding, company values, social media, employee retention, organizational design model, ODM, congruence model, measures of performance, organizational systems, autonomy, mastery, purpose

12.

Automation of Marketing Models

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 3 (781,113)
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artificial intelligence, machine learning, deep learning, marketing analytics, automated marketing

13.

Aston Martin: The Crossover Conundrum

Number of pages: 31 Posted: 05 Dec 2017 Last Revised: 10 Nov 2021
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 3 (781,113)
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boutique carmaker, projected investment, project risk

14.

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

Number of pages: 1 Posted: 11 Feb 2019 Last Revised: 10 Nov 2021
Rajkumar Venkatesan and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 2 (790,521)
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marketing, strategy, Ford, self-driving cars, autonomous vehicles, F-Series, F-150, brand loyalty, advertising, product placement, brand associations, Tesla, Google, Uber, AI, artificial intelligence, algorithms, software-first business model, automation

15.

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

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 2 (790,521)
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marketing, sensory marketing, consumer behavior, consumer psychology, unconscious attitudes, in-depth interview, qualitative methods, implicit associations

16.

A Pig in a Poke? Shuanghui&Apos;S Acquisition of Smithfield

Number of pages: 10 Posted: 13 Sep 2020 Last Revised: 10 Nov 2021
Ming-Jer Chen, Yi Ping Chan and Jenny Craddock
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1 (802,064)
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strategy, acquisitions, China, international integration, mergers, M&A, trade

17.

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

Number of pages: 18 Posted: 20 Oct 2018 Last Revised: 10 Nov 2021
Lynn Isabella and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1 (802,064)
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women in leadership, women's leadership, gender profiling, entrepreneurship

18.

Lego Bricks: Fit for the Big Screen?

Number of pages: 8 Posted: 04 Aug 2017 Last Revised: 10 Nov 2021
Ming-Jer Chen and Jenny Craddock
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 0 (819,352)
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over-diversification, entertainment, brand risk

19.

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

Number of pages: 10 Posted: 01 Jun 2017 Last Revised: 10 Nov 2021
Jeremy Hutchison-Krupat and Jenny Craddock
University of Cambridge - Judge Business School and University of Virginia - Darden School of Business
Downloads 0 (819,352)
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global innovation, new product development, project management, unknown unknowns, executing strategic initiatives, public-private risk innovation