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Fundamentals of Performance Improvement: A Guide to Improving People, Process, and Performance, 3rd Edition by Joan C. Dessinger, James L. Moseley, Darlene Van Tiem

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Case Study 1.1

Boutique Marketing Company

Topic: Appreciative Inquiry

Jennifer Rosenzweig, Doctor of Professional Studies, CPT, Dragonfly Organization Resource Group, Birmingham, Michigan, USA

Background

Boutique Marketing [not its real name] is a strategic marketing services company located in downtown Boston. They have developed a unique and proprietary approach and method for conducting email and Internet marketing campaigns for their clients. Their approach relies on solid analytics that allow them to be efficient and targeted in their promotions. They pride themselves on the quality of their talent, their analytical rigor, their client responsiveness, and their creativity.

Situation

As a ten-year-old company, Boutique Marketing has gone ...

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