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). UVA-E-0177, Available at SSRN: https://ssrn.com/abstract=908441 or http://dx.doi.org/10.2139/ssrn.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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