Author Profile
Hagerty, Serena
United States v. Philip Morris: Marketing Tobacco to Minors
Hagerty, Serena; Klopfenstein, Amy
M-1062 | Published April 07, 2025 | 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
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