Judy Wiles, president and owner of First Impressions, Inc., needs new ideas to market her temporary-food-service employment agency to lucrative private accounts in suburban Detroit. In the A case, Wiles, a member of a minority group, encounters overtly racist behavior, which spurs her to implement changes to her marketing plan. The B case supplies a new twist: Wiles decides to hire a white front man to present the “public face” of her company. The A and B cases present an exciting forum to discuss the conflict between “values and profits,” and the C case provides the dramatic epilogue. A teaching note is available for registered faculty, along with a video supplement designed to enhance student learning.
Darden Business Publishing – University of Virginia