Judy Wiles, president and owner of the first impression, Inc, we need new ideas to market their temporary food service employment agency profitable private accounts in suburban Detroit. In the case of Wiles, a member of a minority group, faces openly racist behavior, which prompts her to make changes in its marketing plan. In the event delivers a new twist: Wiles decides to hire a white person before, to represent the "public face" of the company. A and B cases represent an exciting forum for discussion of the conflict between the "values and profits," and the case C provides a dramatic epilogue. Education information is available only to registered faculty, along with a video supplement to enhance student achievement. "Hide
by Patricia H Werhane,, Jerry Yemen Source: Darden School of Business 9 pages. Publication Date: September 28, 1999. Prod. #: UV1883-PDF-ENG
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