For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R1209Z. The complete case study and commentary is reprint R1209L. 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.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-R1209X

発行日：2012/9/1

登録日：2012/9/19