Skip to main content
Teaching Resources

Green Cover: Planning to Go Big – B

By April 28, 2021No Comments

Green Cover: Planning to Go Big – B

Green Cover: Planning to Go Big – B


Private equity partners Marshall Turtle and Claudia Bing were considering an investment in nontoxic interior paint provider Green Cover. But they had questions about the firm’s value proposition from the customer point-of-view. They contacted a quantitative research firm and set about measuring Green Cover’s customer value proposition through conjoint analysis. Students analyze conjoint data to draw conclusions.

Type: Case

Dataset: Included

Pages: 11

Instructions To Download from

To obtain instructor copy, please follow these steps

  1. Login to and register as faculty
  2. To add C-CUBES content items click on the C-CUBES 2021 course title
  3. Click “Edit Course” , “Course Materials” “Add Material”
  4. Click option 1 “Search Study.Net’s Publishing Partner Library”
  5. Click under Content Type “articles and cases”
  6. Click under Discipline “Business Management”
  7. Click under Content Provider scroll down to “Collaborative for CUBES
  8. Click “Continue”

You can then browse the C-CUBES case collection and add any specific content titles to your course.

Screenshots to add C-CUBES content below.