First Impressions Inc. (C)

3 Pages Posted: 21 Oct 2008

See all articles by Patricia H. Werhane

Patricia H. Werhane

University of Virginia - Darden School of Business

Gerry Yemen

University of Virginia - Darden School of Business

Multiple version iconThere are 2 versions of this paper

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 (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 (UVA-E-0176) 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 provides the dramatic epilogue.

Keywords: business ethics, business planning, cultural conflict, growth management, marketing strategy, personal values, women in business, Crosscultural Behavior

Suggested Citation

Werhane, Patricia H. and Yemen, Gerry, First Impressions Inc. (C). Darden Case No. UVA-E-0177. Available at SSRN: https://ssrn.com/abstract=908441

Patricia H. Werhane (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4840 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/werhane.htm

Gerry Yemen

University of Virginia - Darden School of Business ( email )

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

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