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Should You Listen to the Customer (Commentary for HBR Case Study)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209Z-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20
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Should You Listen to the Customer? (HBR Case Study and Commentary)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209L-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20
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Should You Listen to the Customer (HBR Case Study)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209X-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20