Natalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to bring her new marketing director's customer research plan to the board or follow the founder's lead and cultivate creativity from within. Thomas J. DeLong and Vineeta Vijayaraghavan present this fictionalized case study with expert commentary provided by Mario D'Amico and Jens Martin Skibsted. This HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint R1209X, and commentary-only, R1209Z.

【書誌情報】

ページ数：7ページ

サイズ：A4

商品番号：HBSP-R1209L

発行日：2012/9/1

登録日：2017/6/5