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Case
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Reference no. UVA-E-0175
Published by: Darden Business Publishing
Originally published in: 1999
Version: 04.2003

Abstract

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 overly 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.
Location:
Industry:
Size:
Small business
Other setting(s):
1999

About

Abstract

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 overly 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.

Settings

Location:
Industry:
Size:
Small business
Other setting(s):
1999

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