First Impressions Inc. (B)
3 Pages Posted: 21 Oct 2008
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 (UVA-E-0175), 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 represent 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 (UVA-E-0177) provides the dramatic epilogue.
Keywords: business ethics, business planning, cultural conflict, growth management, marketing strategy, personal values, women in business, Crosscultural Behavior
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