Author Profile
Whitler, Kimberly
Tractor Supply: Steering ESG Strategy as Consumer Beliefs Shift
Whitler, Kimberly; Firebaugh, Hunter; Grossman, Jeremy
M-1063 | Published March 11, 2025 | 17 pages. Case
Collection: Darden School of Business
In 2021, Tractor Supply Company introduced new initiatives to expand its environmental, social, and governance (ESG) and diversity, equity, and inclusion (DEI) efforts, including reducing carbon emiss... Read More
Using AI to Assess Creative Concepts
Whitler, Kimberly; Hagerty, Serena; Daum, Julie; Ben-Meir, Giorgi
M-1055 | Published August 07, 2024 | 11 pages. Case
Collection: Darden School of Business
In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum, the chief marketing and communications officer... Read More
Three Empirical Methods for Calculating Customer Lifetime Value
Venkatesan, Rajkumar; Whitler, Kimberly; Zhang, Zhihao
M-1056 | Published August 01, 2024 | 11 pages. Technical Note
Collection: Darden School of Business
A useful method in the marketer’s toolkit for determining the value of a representative customer from a certain segment is customer lifetime value (CLV). A CLV analysis essentially summarizes the prof... Read More
A Conceptual Introduction to Customer Lifetime Value
Whitler, Kimberly; Zhang, Zhihao
M-1053 | Published July 24, 2024 | 9 pages. Technical Note
Collection: Darden School of Business
An important metric that plays a pivotal role in marketing is customer lifetime value (CLV). Given the constraint of limited marketing budgets, a company can enhance the return on its marketing invest... Read More
The Good Feet Store: Sponsoring College Athletes in the Name, Image, and Likeness (NIL) Era
Puto, Christopher P.; Whitler, Kimberly; Maiden, Stephen E.
M-1050 | Published May 20, 2024 | 18 pages. Case
Collection: Darden School of Business
This case introduces the challenges and decision criteria for businesses seeking to sponsor student athletes in the advent of the National Collegiate Athletic Association's (NCAA's) landmark decision ... Read More
Leveraging the Zone of Possible Agreement (ZOPA) to Make Pricing Decisions
Whitler, Kimberly; Hagerty, Serena; Zhang, Zhihao; Maiden, Stephen E.
M-1045 | Published February 28, 2024 | 4 pages. Technical Note
Collection: Darden School of Business
A key negotiating concept, the Zone of Possible Agreement (ZOPA), allows a buyer and seller to reach a mutually acceptable price. This technical note provides an overview of ZOPA for both individual-l... Read More
Managing Brand Crisis: Bud Light Cracks Open a Can of Controversy
Whitler, Kimberly; Baum, Dan; Pasquinelli, Emily
M-1043 | Published November 29, 2023 | 18 pages. Case
Collection: Darden School of Business
This case provides a chronological view of Bud Light’s sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students and executives consider both the decision-ma... Read More
Brian Gursky: Using Social Media to Build an Athlete Brand in the Name, Image, Likeness (NIL) Era
M-1039 | Published July 17, 2023 | 10 pages. Case
Collection: Darden School of Business
This field-based case introduces students to the challenges of building a professional brand through the lens of a college athlete. Since the National Collegiate Athletic Association’s (NCAA’s) landma... Read More
Athlete Brands: How to Benefit from Your Name, Image & Likeness
Hodgkins, Jay P.; Whitler, Kimberly
M-1021 | Published July 28, 2022 | 80 pages. Book
Collection: Darden School of Business
This title currently has a publication date of September 20, 2022. Email sales@dardenbusinesspublishing.com to be notified when your copy is available for purchase. Whether it is practice or a game, ... Read More
Pause and Refresh: Rethinking Coca-Cola's Response to the Georgia Voting Reform Law
Whitler, Kimberly; Soltis, Steven
M-1020 | Published October 19, 2021 | 11 pages. Exercise
Collection: Darden School of Business
This exercise is designed to give students an opportunity to develop a communications plan and press statement for The Coca-Cola Company (Coke) as it attempts to navigate the 2021 Georgia voting law c... Read More
Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Wooten, David; Nolan, Liam; Whitler, Kimberly
M-1019 | Published September 03, 2021 | 17 pages. Case
Collection: Darden School of Business
This case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presentin... Read More