In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.-based National Geographic Society (NGS), must decide how best to form the 121-year old mission-driven organization for a world of accelerating digital convergence and decreasing magazine sales.
Historically a proponent of evolutionary change, he is considering a radical move: creating a senior management position responsible for e-commerce to coordinate web-based offerings and outreach across the Society's various departments, transition NGS from its many disparate and independent direct mail efforts to a more integrated and strategic e-commerce strategy, and leverage the NGS relationship with its members-currently defined as magazine subscribers, since a subscription comes with Society membership. Putting on the position and its reporting arrangements has caused significant disagreement within the organization, and Fahey is torn about the best way to continue.
PUBLICATION DATE: August 01, 2011 PRODUCT #: 312701-VID-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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