Selling a New Old Idea: Virginia Busines...
Fairchild, Gregory...
Selling a New Old Idea: Virginia Business Ventures
Fairchild, Gregory B.; Johnson, Marc
ENT-0193 | Published May 4, 2012 | 9 pages. Case
Collection: Darden School of Business
Product Details
Elizabeth Franks, CEO of Virginia Business Ventures Inc. (VBV), has a week until her July 2010 board meeting. VBV just completed a six-month marketing and advertising campaign for a new product line and strategic rebranding, and early responses from the board indicated mixed feelings. Franks knows that the board is looking to her for keen analysis and a way forward. What should she recommend?
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