Author Profile
Hagerty, Serena
Understanding Consumer Responses to Brand Activism
M-1064 | Published February 25, 2025 | 8 pages Technical Note
Collection: Darden School of Business
This technical note examines how consumers respond to brand activism, the growing phenomenon where brands take public stances on controversial sociopolitical issues. Drawing from recent research in ma... 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
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
United States v. Philip Morris: Marketing Tobacco to Minors
Hagerty, Serena Klopfenstein, Amy
M-1062 | Published | 12 pages Case
Collection: Darden School of Business
This case examines the marketing practices that big tobacco firm Philip Morris (PM) employed over several decades to attract youth smokers. PM’s tactics included deliberately concealing information ab... Read More