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The traditional approach

The first pharmaceutical company, Traditional Approaches, Inc., decides to brand the pill “Cold Riddance,” with a full media campaign to encourage customers to request a sample pack from their website. The CEO of Traditional Approaches publishes a press release announcing that “Cold Riddance” will be in the marketplace by January 1st – and issues an internal memo to all executives to treat this product as their topmost priority.

The information technology (IT) department is allocated a budget of $180,000 and 12 full-time employees for the website development over the next six months. The only directive from the CEO is for the IT department to do “whatever it takes” to make sure that the January 1st deadline is achieved.


  

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