Author Profile
Murray, Meghan
Transforming Conflict: UCLA’s Chancellor Gene Block and the Palestine Solidarity Encampment
Murray, Meghan Modica, Marc W. Kemp, Bianca
BC-0317 | Published April 09, 2025 | 16 pages Case
Collection: Darden School of Business
On April 30, 2024, Gene D. Block, chancellor of the University of California, Los Angeles (UCLA), posted a message to the UCLA Bruin community. It began: “This past Thursday, a group of demonstrators—... Read More
Tastech by Sigma: Strategic Growth Through Innovation and M&A
Murray, Meghan Bravo Gonzalez, Adrián
ENT-0240 | Published March 20, 2025 | 12 pages Case
Collection: Darden School of Business
This case uses Sigma Alimentos, S.A. de C.V. (Sigma), the Mexican food multinational corporation, as a compelling example of large food companies’ development of in-house venture capital (VC) investme... Read More
Using AI to Expand Your Leadership Communication Toolkit
BC-0315 | Published January 09, 2025 | 4 pages Technical Note
Collection: Darden School of Business
This technical note is a simple guide for using generative artificial intelligence (Gen AI or AI) to enhance your leadership voice. The note introduces use of AI to improve communication skills, enabl... Read More
Tyson Recalls 30,000 Pounds of Frozen Chicken Nuggets (B)
Batova, Tatiana Moriarty, Brian Murray, Meghan
BC-0309 | Published September 23, 2024 | 3 pages Case
Collection: Darden School of Business
This case, a follow-up to “Tyson Recalls 30,000 Pounds of Frozen Chicken Nuggets (A)” (UVA-BC-0308), follows up on Tyson Foods, Inc., after its frozen chicken nugget recall. The authors recommend dist... Read More
Tyson Recalls 30,000 Pounds of Frozen Chicken Nuggets (A)
Batova, Tatiana Moriarty, Brian Murray, Meghan
BC-0308 | Published September 23, 2024 | 5 pages Case
Collection: Darden School of Business
This case opens on November 4, 2023, with Yasmin Bello, head of media relations for Tyson Foods, Inc. (Tyson). Earlier that day, Tyson had issued a voluntary recall for its Fun Nuggets, breaded and fu... Read More
Navigating a Sea of Golf Sponsorships
BC-0310 | Published September 20, 2024 | 11 pages Case
Collection: Darden School of Business
In this professional golf case study, the protagonist is considering sponsorship opportunities from companies interested in supporting her Ladies' Professional Golf Association (LPGA) career. It inclu... Read More
Quarterly Earnings Report at T-Rex (B)
BC-0305 | Published July 22, 2024 | 2 pages Case
Collection: Darden School of Business
This case, a follow-up to "Quarterly Earnings Report at T-Rex (A)" (UVA-BC-0304), continues the story of fictional company T-Rex Inc., an engineering equipment manufacturer, and its CEO, Maya Hoffman,... Read More
Quarterly Earnings Report at T-Rex (A)
BC-0304 | Published July 22, 2024 | 5 pages Case
Collection: Darden School of Business
This quarterly earnings case set is based on a fictional company, T-Rex Inc., an engineering equipment manufacturer that named its first construction machine the T-Rex because its shape was comparable... Read More
Public Companies' Requirements to the US Securities and Exchange Commission
BC-0307 | Published June 26, 2024 | 2 pages Technical Note
Collection: Darden School of Business
This note provides an overview of the regulatory documents the Securities and Exchange Commission (SEC) requires of public companies in the United States. Specifically, an S-1 filing is required by an... Read More
University Presidents in Crisis
E-0506 | Published May 20, 2024 | 19 pages Case
Collection: Darden School of Business
The case protagonist is preparing for her final interview to be spokesperson for the Institute Office of Communications at the Massachusetts Institute of Technology (MIT). The case is set during a tim... Read More
Boys & Girls Clubs of Central Virginia Budgeting: Achieving Bright Futures
C-2462 | Published March 14, 2024 | 10 pages Case
Collection: Darden School of Business
This case covers strategic financial planning at the Boys & Girls Clubs of Central Virginia (BGCCVA), a nonprofit youth-serving organization with an annual expense budget of $6.7 million. In preparati... Read More
Education Disruptions: Chegg and Artificial Intelligence
BC-0299 | Published November 13, 2023 | 12 pages Case
Collection: Darden School of Business
In 2023, Dan Rosensweig had been president and CEO of Chegg, Inc. (NYSE: CHGG), for over a decade, and had successfully led the company from near bankruptcy to a multi-billion-dollar valuation. But Ch... Read More
The Business of Death Births Human Composting
BC-0300 | Published September 20, 2023 | 14 pages Case
Collection: Darden School of Business
The case revolves around an entrepreneur, Maggie Fleur, who manages several businesses on her family's farm and who is considering a complementary new business in the burgeoning industry of human comp... Read More
General Motors Commits to 100% Electric Vehicles by 2035
BC-0284 | Published January 27, 2023 | 18 pages Case
Collection: Darden School of Business
This case is set in 2022, a year after Mary Barra, chair and CEO of General Motors (GM), set a goal to phase out production of gas-powered (internal combustion engine [ICE]) vehicles and only sell ele... Read More
All Things IPO Communication
Murray, Meghan Mittal, Tanya Kurumaddali, Anuhya
BC-0282 | Published August 25, 2022 | 9 pages Technical Note
Collection: Darden School of Business
The decision to go public is a very complex process for a growing business. From completing the requirements of the US Securities and Exchange Commission (SEC) filings to answering complicated questio... Read More
Walking the IPO Catwalk: Rent the Runway’s Public Offering
Murray, Meghan Mittal, Tanya Kurumaddali, Anuhya
BC-0283 | Published August 25, 2022 | 11 pages Case
Collection: Darden School of Business
This case examines Rent the Runway (RTR), a company that provided its customers the luxury of getting to wear the hottest designer fashions without having to pay the often exorbitant price to own the ... Read More
The Signals of Big Oil: ExxonMobil Stumbles
BC-0281 | Published May 19, 2022 | 12 pages Case
Collection: Darden School of Business
In the summer of 2021, an Exxon Mobil Corporation (ExxonMobil) executive was secretly recorded dismissing climate science that his company had publicly supported. ExxonMobil is a vertically integrated... Read More
The #BlackLivesMatter Movement: Balancing Stakeholders at TechTeen
BC-0276 | Published February 11, 2021 | 4 pages Case
Collection: Darden School of Business
Alyssa Harris was the CEO of TechTeen, a Washington, DC, nonprofit. Like many organizations during summer 2020, TechTeen issued a statement supporting the Black Lives Matter movement. A valuable board... Read More
The Home Depot Builds in the Pandemic
BC-0277 | Published February 01, 2021 | 8 pages Case
Collection: Darden School of Business
Through most of 2020, the United States was battling the same demon as the rest of the world: the COVID-19 pandemic. During the pandemic, a large number of people worldwide spent more time at home, so... Read More
ElleoZhang and Weibo
Murray, Meghan Sun, Siyuan Xu, Siming Yu, Xiang
M-0944 | Published June 16, 2017 | 11 pages Case
Collection: Darden School of Business
Ella Zhang, a talented fashion designer, established an online presence through Taobao and WeChat in 2013. Over the following four years, she tested online advertising tools and honed her marketing t... Read More
vineyard vines and The Brotherhood of the Traveling Pants
Murray, Meghan Loftus, Matthew Dunklin, I.S.
M-0909 | Published August 25, 2016 | 13 pages Case
Collection: Darden School of Business
This case, "vineyard vines and The Brotherhood of the Traveling Pants," introduces students to a unique partnership in the social media advertising world. Preppy clothing powerhouse vineyard vines had... Read More
TechPro Automates Auto Sales
M-0914 | Published August 09, 2016 | 12 pages Case
Collection: Darden School of Business
Thomas Murphy put together an early career doing computer coding, graphic design, and writing e-mail newsletters for car dealers, eventually landing a job managing an 11-person digital marketing depa... Read More
Social Media Marketing
Murray, Meghan Dunklin, I.S. Loftus, Matthew
M-0908 | Published August 01, 2016 | 9 pages Technical Note
Collection: Darden School of Business
This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing. Seven major social media platforms—Facebook, Ins... Read More
Hamilton Won More Than Twitter
M-0912 | Published July 27, 2016 | 8 pages Case
Collection: Darden School of Business
The case is set in summer 2016, centered on the writer and performing star, Lin-Manuel Miranda, whose Broadway show Hamilton had grossed almost $75 million and won 11 Tony Awards. The musical's cultu... Read More
Under Armour's Willful Digital Moves
M-0910 | Published May 18, 2016 | 5 pages Case
Collection: Darden School of Business
In 2013, Under Armour had $2.3 billion in sales yet only $500 million came from its women's apparel, and the company was ready to expand into the female market segment. The "I Will What I Want" global... Read More
Starbucks's Loyalty Reigns
M-0903 | Published February 09, 2016 | 10 pages Case
Collection: Darden School of Business
By July 2015, 20% of Starbucks's payments in the United States came through its mobile app. The company had created a tool to both drive loyalty and grow its customer base. No stranger to innovation, ... Read More
MilkMade Ice Cream: Running A Successful Crowdfunding Campaign
M-0880 | Published April 06, 2015 | 16 pages Case
Collection: Darden School of Business
This case follows a young entrepreneur as she launches a crowdfunding campaign to expand her already-established craft ice cream company. The story reveals the several steps taken from the planning ph... Read More
Pregnancy Pack: Branding with AdWords
Murray, Meghan Guinee, Meghan Weinman, Emily
M-0875 | Published January 05, 2015 | 12 pages Case
Collection: Darden School of Business
After identifying a need in the market for a simpler way to manage prenatal nutrition, three Darden classmates develop an idea for a subscription e-commerce business that provides a monthly box of nut... Read More
nibblr: Subscription Snacking in a Digital Market
M-0874 | Published August 15, 2014 | 12 pages Case
Collection: Darden School of Business
In November 2013, the 301 Inc. division of General Mills, Inc. jumped into the emerging "subscription economy" with nibblr, a personalized snacking service. Customers utilized online tools to select a... Read More
PLBsearch: Growing with LinkedIn
Murray, Meghan Moore, Marian Chapman
M-0858 | Published November 05, 2013 | 10 pages Case
Collection: Darden School of Business
This case is used in Darden's "Digital Marketing" course elective. It explores the experience of a niche search firm whose founder attributed her ability to open her recruiting firm to LinkedIn and th... Read More
Transformation of Marketing at the Ohio Art Company (B)
Farris, Paul W. Venkatesan, Rajkumar Murray, Meghan Moon, Dustin
M-0838 | Published July 31, 2012 | 9 pages Case
Collection: Darden School of Business
Ohio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandise... Read More
Best Self or Best Company? Peloton Searches for a Voice
M-0977 | Published | 9 pages Case
Collection: Darden School of Business
Peloton had redefined many things about the boutique exercise experience, bringing it into members' homes and eliminating per-class fees of roughly $34, instead charging $40 per month. Rather than cha... Read More