Gerry Yemen

Director, Darden Case Writing Research Group

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

As senior researcher at the Darden School of Business at the University of Virginia since 1998, Yemen has interviewed protagonists and written or co-authored over 400 cases, teaching notes and technical notes featuring leading business executives nationally and internationally. Her work in Deutsche Bank and the Road to Basel III earned the 2014 Case Centre Award for best finance case. Decision-Making and Leading through Crisis was awarded the 2014 Wells Fargo Award for Excellence in Course Material Development High Impact. And Mauboussin Japan: A French Gem in Asia won the CCMP/Atlas-AFM Best International Case 2014.  

Yemen 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.

 

Selected Publications

Gerry Yemen, Kenneth C. Lichtendahl Jr., Yael Grushka-Cockayne, and Elena Loutskina, "Connecticut Avenue Securities: Sharing Data," UVA-QA-0903, (Darden Business Publishing, Charlottesville, VA: 2019).

Markko Hamalainen, Tim Kraft, Doug Thomas, Gerry Yemen, Meng Yuan Zhang, and Yanchong Zheng, "Goodio Supply Chain: A Chocolatey Future?" UVA-OM-1613, (Darden Business Publishing, Charlottesville, VA: 2019).

Gerry Yemen and Robert Conroy, "Hilton: Tru to Its Brand?" UVA-F-1852, (Darden Business Publishing, Charlottesville, VA: 2018).

Stephen Maiden, Gerry Yemen, and Elliott Weiss, "The Indigo Story 2018: "On Time, Hassle Free?" UVA-OM-1605, (Darden Business Publishing, Charlottesville, VA: 2018).

Gerry Yemen, Steven M. Mortimer, and Jeff Boichuk "Brandefy: Approaching Expansion with Marketing Analytics," UVA-M-0962, (Darden Business Publishing, Charlottesville, VA: 2018).

Yiorgos Allayannis, David Lane, and Gerry Yemen, "Fintech, Payments Innovation, and the Acquisition of Worldpay," UVA-F-1829, (Darden Business Publishing, Charlottesville, VA: 2018). 

Gerry Yemen, Jeff Boichuk, and Luca Cian, "Just: Positioned to Target Mainstream Tastes? (A) and (B)," UVA-M- 0956 and UVA-M-0957, (Darden Business Publishing, Charlottesville, VA: 2018).

Justin J. Hopkins and Gerry Yemen, "HP and Autonomy: Who's Accountable?" UVA-C-2408, (Darden Business Publishing, Charlottesville, VA: 2018).

Stephen Maiden, Gerry Yemen, and Lynn A. Isabella, "Uber: #WhatDoYouDo?" UVA-OB-1218, (Darden Business Publishing, Charlottesville, VA: 2018).

Thanh-Trang Hoang-Le, Gerry Yemen, Will Baber, and Yael Grushka-Cockayne, "Strategy at Yuhisai Koudoukan: Reading the Tea Leaves," UVA-S-0303,(Darden Business Publishing, Charlottesville, VA: 2018).

 

Case Studies

Gerry Yemen's cases are available in the Darden Business Publishing website.

 

Selected Media

Powerball: Somebody's gotta win, eventually, August 23, 2017

Navigating between two value systems with 'ambiculturalism', July 31, 2016

An under-the-hood look at repairs to Buick's brand, September 30, 2016

Smart business model helped olive-oil firm blossom in India, May 29, 2016

Can Mickey make it big in Shanghai?, February 28, 2016

Large businesses can learn from lessons on global surgical treatment, January 2, 2016

What's the market retail price for a soccer player?, July 31, 2015