Susan Druid and X-treme X-citement

6 Pages Posted: 19 Mar 2019

See all articles by Joseph W. Harder

Joseph W. Harder

Darden School of Business of Business Administration; Spirit of the New Workplace, LLC

Ted Nitka

University of Virginia - Darden School of Business

Hayden Woodward

University of Virginia - Darden School of Business

Abstract

Can a cross-organizational firm work with a more traditional client company to develop new marketing services in a virtual environment? This case looks at the corporate culture of the X-treme X-citement company and how it is fostered and maintained in a virtual setting.

Excerpt

UVA-OB-0823

Rev. Mar. 11, 2019

Susan Druid and X-treme X-citement

Susan Druid leaned back in her chair and sipped her coffee as she watched the sun peek out over the horizon. She took a deep breath and began to think. Having recently received a potentially important project from her home office, X-treme X-citement's marketing group, she needed to take a mental inventory of the initial steps required to get the ball rolling. Druid was to head a concept team in developing a new marketing services offering for a large consumer products firm. As the morning sun began to wake her more fully, she got excited about the challenge ahead. She took an extra moment to take in the glorious Vermont morning, and then it was time to go to work. Good thing that her office was just a short stroll down the hallway. She need not even take off her slippers.

Susan Druid

After graduating from a liberal arts college in the Colorado Rockies, Druid had worked for a major consumer-marketing firm based in the Midwest. Within the company, she had developed a name for herself as a creative dynamo. Starting her career in sales, she proved herself in the field and earned her reputation as a fast-track employee. Within two years, she had returned to corporate headquarters in Indiana to work in marketing research. Druid had embraced this new position with zeal. Among other high-visibility projects, one of her greatest triumphs was organizing a new campaign to relaunch a product that had seen declining market share, and which many thought was in the last stages of its product lifecycle. By this time, Druid had become a seasoned marketing veteran. Yet despite her great record and steady advancement, she found the Midwest a bore, and, becoming increasingly disenchanted during her nearly five years at the Indiana headquarters, she decided to change her path.

. . .

Keywords: virtual workplace marketing products organizational behavior teams

Suggested Citation

Harder, Joseph W. and Nitka, Ted and Woodward, Hayden, Susan Druid and X-treme X-citement. Darden Case No. UVA-OB-0823. Available at SSRN: https://ssrn.com/abstract=3354961

Joseph W. Harder (Contact Author)

Darden School of Business of Business Administration ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434.974-1940 (Phone)

HOME PAGE: http://www.darden.virginia.edu/html/direc_detail.aspx?styleid=2&id=4371

Spirit of the New Workplace, LLC ( email )

445 Mallard Lake Drive
Earlysville, VA 22936
United States
434-249-4939 (Phone)

Ted Nitka

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Hayden Woodward

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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