Gerry Yemen

Senior Researcher and Executive Director, Darden Case Writing Research Group

Office

FOB 295B

Phone

+1-434-924-7193

Email

[email protected]

Education: B.A., University of Virginia; M.A., McGill University

As Senior Researcher and Executive Director of the Darden Case Writing Research Group at the Darden School of Business at the University of Virginia, Yemen has interviewed protagonists and written or co-authored over 400 cases, teaching notes and technical notes featuring leading business executives nationally and internationally since she began in 1998. She has won several awards for her case writing. Gerry has taught case writing seminars and workshops in a variety of American, European, Asian and Middle Eastern institutions using materials she has written specifically on effective case writing.

2022 Publications

Tatiana Batova and Gerry Yemen, “Market Street Wine: Extending the Aisle,” UVA-BC-0286 (Charlottesville, VA: Darden Business Publishing, 2022).

Timothy Laseter, Doug Thomas, and Gerry Yemen, “Ecommerce Brands: Digital Scale,” UVA-OM-1776 (Charlottesville, VA: Darden Business Publishing, 2022).

Peter Belmi and Gerry Yemen, “David Smith: Garden Birch Children’s Hospital Center,” UVA-OB-1414 (Charlottesville, VA: Darden Business Publishing, 2022).

Daniel Murphy and Gerry Yemen, “Comparison of Markets and Governments in Denmark and the United States,” UVA-GEM-0200 (Charlottesville, VA: Darden Business Publishing, 2022).

Dwai Roy and Gerry Yemen, “Children’s HeartLink: Reducing Health Cre Disparities,” UVA-OM-1770 (Charlottesville, VA: Darden Business Publishing, 2022).

Tami Kim, Thomas J. Steenburgh, and Gerry Yemen, “Mastercard: Getting League with Legends,” UVA-M-1008 (Charlottesville, VA: Darden Business Publishing, 2022).

Tatiana Batova, Stefan Ruediger, and Gerry Yemen, “Flying Around Real Estate Development: Persuading with Data Visualizations,” UVA-BC-0285 (Charlottesville, VA: Darden Business Publishing, 2022).

Yiorgos Allayannis and Gerry Yemen, “A Banker’s Story (A),” UVA-F-2018 (Charlottesville, VA: Darden Business Publishing, 2022).

Yiorgos Allayannis and Gerry Yemen, “A Banker’s Story (B),” UVA-F-2019 (Charlottesville, VA: Darden Business Publishing, 2022).

Vidya Mani and Gerry Yemen, “iFixit: If You Bought It, You Don’t Really Own It,” UVA-OM-1772 (Charlottesville, VA: Darden Business Publishing, 2022).

Rajkumar Venkatesan, Henrique Lopes, and Gerry Yemen, “Wahoo Fitness: Segmentation and Data Insights,” UVA-M-1025 (Charlottesville, VA: Darden Business Publishing, 2022).

Shane Dikolli, Clin Wright-Pruski, and Gerry Yemen. "Can Zwift Disrupt Peloton's Ascent?" UVA-C-12454 (Darden Business Publishing, Charlottesville, VA: 2022).