Author Profile
Murray, Meghan
Using AI to Expand Your Leadership Communication Toolkit
BC-0315 | Published January 09, 2025 | 4 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
Education Disruptions: Chegg and Artificial Intelligence
Murray, Meghan; Garcia, Isaias
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
Best Self or Best Company? Peloton Searches for a Voice
M-0977 | Published October 29, 2019 | 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
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; Dunklin, I.S.; Loftus, Matthew
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
Glinska, Gosia; Murray, Meghan
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; Moon, Dustin; Murray, Meghan
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