Description
Natalia 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 bring her new marketing director's customer research plan to the board or follow the founder's lead and cultivate creativity from within. Thomas J. DeLong and Vineeta Vijayaraghavan present this fictionalized case study with expert commentary provided by Mario D'Amico and Jens Martin Skibsted. For teaching purposes, this is the commentary-only version of the HBR case study. The case-only version is reprint R1209X. The complete case study and commentary is reprint R1209L.