Solved Case Analysis: Better Wrong than Right? Delivering the “Bad” Market Research News A By Mary Gentile, Jerry Goodstein

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Description

This case is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values. Giving Voice to Values (GVV) is an innovative curriculum for values-driven management and leadership, designed to be integrated across the core business curriculum as well as to stand alone. This case concerns a high tech product marketing manager who pressures the research team to change results in order to appease the senior vice president, much to the team’s dismay.

Publishing Authority:

Darden Business Publishing – University of Virginia

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