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As part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of paid search over traditional mass media outlets. It also serves to underscore the importance of monitoring and adapting any advertising plan.

This continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.

This third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.

Spreadsheet supplement to case UV5778.

The case is designed to explore the structure and rationale behind the standard compensation arrangements in the private equity (PE) industry. It effectively introduces students to commonly used terms of limited partnership agreements (LPAs), such as fees, carried interest, and preferred terms or hurdle rates. The backdrop for the Oregon Public Employees Retirement Fund (OPERF) case is the changed market conditions following the 2007 financial crisis that spurred a reevaluation of the basic terms of LPAs across the PE industry. This case has been taught in a second-year elective course on entrepreneurial finance and private equity and would be suitable for similarly focused courses on venture capital, private equity, or entrepreneurship. The case can also be used in an investment class designed to explore private equity as an asset class.

It supplements case UV5622

Spreadsheet supplement for product UV6418.

New legislation may require all appliance manufacturers and brand owners to take responsibility for end-of-life (EOL) collection and recycling of products. The senior manager government relations for Whirlpool Corporation (Whirlpool) was updating his colleagues on Ontario's proposed extended producer responsibility (EPR) legislation. Whirlpool was the Canadian market share leader in household appliances such as clothes washers, dryers and cooking ranges. With EPR. Whirlpool, among others, would now have to manage - or pay to manage - a more complex model involving reverse logistics. Each appliance manufacturer had at least three options from which to choose: it could argue the legislation was unnecessary, it could join an industry-funded organization (IFO) to meet EPR's requirement, or it could set up its own IFO.

In 2006, Norway's Ministry of Finance announced it would exclude Wal-Mart Stores Inc. from its government pension fund, citing the company's "serious/systematic violations of human rights and labor rights." Norway's fund, one of the largest sovereign pension funds, owned more than 6 million Wal-Mart shares at the time, as well as 8 million shares of Wal-Mart de Mexico, all of which it divested. This case teaches students about the complex issues raised by socially responsible investing, such as the merits of taking an activist approach, the responsibility of corporations for actions of its suppliers, and the difficulties of obtaining cost-efficient information.

This case deals with the innovation challenges of a medium sized firm (under $1 billion) in an emerging economy (India), particularly the challenges of product development and commercialization. The management has to decide how to proceed with a promising novel formula for oral insulin - a promising therapeutic area both in terms of financial returns as well as social impact. The company had spent several years of R&D in getting the drug through Phase I and Phase II trials, and was entering the most critical stage, Phase III. The case is set in 2009, a period that was punctuated with a lot of economic uncertainty. Students are asked to decide if Biocon should go ahead with Phase III, and if so, whether it should be done locally or globally and with a partner or alone. The case also deals with transitioning research and development strategies in emerging markets, wherein firms that have traditionally focused on 'imitation' (or generic drugs) are moving to high risk drug discovery.

In late December 2010, most emerging markets were struggling to contain the appreciation of their currencies, so perhaps currency crises were not likely in the foreseeable future. But conditions could change quickly. This case reviews different varieties of currency crises and two in particular: United Kingdom in 1992 and Hong Kong in 1998. These were two very different types of crises, and understanding them could serve the protagonist well when future crises occurred.

This case examines issues surrounding the choice of financing arrangements for the acquisition of Radiologix in July 2006. The case follows Mark Stolper, the CFO of RadNet, as he considers how to raise the $363 million in funds necessary to finance the acquisition. When completed, the combined firms will be the largest private diagnostic-imaging provider in the United States. When Stolper joined RadNet in 2003, he confronted a company with ""too much debt, and the wrong kind of debt."" His goal is to finance the acquisition in a way that further enhances the financial strength and operating flexibility of the company. Given the large size of funding required, the firm is unlikely to be able to fund the entire transaction with first-lien or bank debt. His financial advisors differ in their recommendations for how to raise the remaining funds-one suggests using second-lien debt, and the other, high-yield debt. The purpose of the case is to familiarize students with frequently encountered types of debt financing that are used to finance mergers and acquisitions and other corporate transactions. The case provides information on the distinctions among first-lien, second-lien, and high-yield debt in relation to their price, availability, flexibility of covenants, repayment ease, and composition of likely investors. The case is designed for use in courses that cover corporate financing, M&As, and debt financing.

Narayana Hrudayalaya (NH) has expanded into a multi-specialty health city in Bangalore and has grown to twelve locations across India. The hospital plans to build 300-bed secondary-care hospitals in smaller cities across India, with a goal to operate 30,000 beds in seven years, which will make it comparable with the world's largest hospital chains. NH operates the world's largest tele-cardiology network, which provides consultations to people in 800 locations across the world, including 53 African countries. Management also plans to open a 2,000-bed hospital in the Cayman Islands to provide underinsured Americans with tertiary care procedures at 40% below U.S. prices, thereby bringing Dr. Shetty's model of compassionate care at affordable prices to the developed world.

Despite widespread news of the incarceration of Gome Electronics' CEO, Huang Guangyu, Bain Capital felt they carefully undertook due diligence before making a significant investment in the company. The venture capital firm was confident that it and the current management could work together to revamp the fortunes of China's leading electronic retailer. However, it did not anticipate the power Huang had behind bars. As the majority shareholder, Huang has managed to manipulate shareholder meetings and current management decisions and structure. Was this typical of an investment in China or did Bain Capital just find itself in a unique situation? What can future managers learn from this situation about corporate governance and ethical rules of business in China?

The (B) case provides information on actions taken by Citigroup management in 2009-2010 in the aftermath of the financial crisis and massive government intervention to save the bank. It is a supplement to the (A) case.

Earl Martin Phalen is in the midst of starting his second non-profit organization, Summer Advantage, by implementing the lessons he learned from BELL, the non-profit he had founded and run for the prior 15 years. His aspirations for Summer Advantage were to make it "bigger, better, and faster [than BELL]. I am going to serve more children, more effectively, and for less money." In the midst of taking a very different approach to financing, staffing, and running Summer Advantage, he received an offer to become non-founding CEO of a much bigger non-profit, and is grappling with whether to take the job offer.

It seemed almost too good to be true: over a six-year period, Kenya's Equity Bank had grown its assets more than twentyfold and reached 5.9 million customers from fewer than half a million. Behind the bank's growth was a charismatic chief executive, who had a mission to provide banking to poor clients. His strategy was supported by technology investments, allowing the bank to expand services such as mobile banking and ATMs. But growth had slowed after 2007, prompting questions about whether Equity Bank had hit a saturation point amid a tough competitive landscape. In this case students examine Equity Bank's financial statements, the Kenyan banking industry, and the bank's culture to examine the implications of this slowdown and how it might impact the bank's strategy going forward.

Danielle Marcoux, Director of Web Design at AdNet2Win Technologies, must decide how best to confront Charles Davide, the Chief Technology Officer and leader of the design team charged with overseeing a major upgrade of the company's proprietary customer loyalty platform. Davide has kept tight control on the development process and has not allowed the design team to discuss difficult issues or challenge each other. Marcoux decides she must confront Davide about his management approach before the team loses their commitment to the design effort.

Mary Griffin, Vice President of Consumer Products, must provide feedback to one of her direct reports, Simon York. York is a strong performer, but he has displayed some poor interpersonal skills in the manner in which he interacts with his team and the production staff. Griffin needs to provide feedback to help prevent York from derailing in his career at Derby Foods.