Author Profile
Steenburgh, Thomas J.
Mastercard: Getting in League with Legends
Yemen, Gerry; Steenburgh, Thomas J.; Kim, Tami
M-1008 | Published September 23, 2022 | 15 pages. Case
Collection: Darden School of Business
This field-based case uses one of Mastercard’s brand transformation strategies, curating passion-led experiences, to set the stage for analysis of sponsorships and promotion marketing. The company had... Read More
Conjoint Analysis: Estimating Consumer Preferences
Whitler, Kimberly A.; Steenburgh, Thomas J.; Anik, Lalin; Cian, Luca; Kim, Tami; Ferrera, Ryan; Hills, Winfred
M-1002 | Published August 03, 2020 | 8 pages. Exercise
Collection: Darden School of Business
This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... Read More
Pricing the EpiPen: This is Going to Sting (JAPANESE)
M-0968 | Published December 21, 2018 | 10 pages. Case
Collection: Darden School of Business
This is a Japanese translation of the December 6, 2017, version of UVA-M-0915. This case examines the public controversy that erupted over the increasingly high price of EpiPens. Mylan Inc. (Mylan), ... Read More
GlobalGiving
Steenburgh, Thomas J.; Anik, Lalin; Steenburgh, Laura
M-0938 | Published April 20, 2017 | 17 pages. Case
Collection: Darden School of Business
Nonprofits are facing a growing challenge to retain donors. At a time when acquiring a new donor is three times as expensive as retaining an existing donor and donor attrition stands at an all-time hi... Read More
Pricing the EpiPen: This is Going to Sting
M-0915 | Published September 02, 2016 | 8 pages. Case
Collection: Darden School of Business
This case examines the public controversy that erupted over the increasingly high price of EpiPens. Mylan Inc. (Mylan), a generic drug maker, bought the EpiPen product line from Merck in 2007. Since t... Read More
Progressive Insurance: Making Pay As You Drive a Snap for Consumers
Farris, Paul W.; Thompson, Sylvie; Steenburgh, Thomas J.
M-0873 | Published July 30, 2014 | 21 pages. Case
Collection: Darden School of Business
Heather Day, a marketing director and brand manager, must evaluate her options for Progressive Insurance’s next Snapshot product advertising campaign. Working on a limited budget, Day must select betw... Read More