ClothingCo: Redesigning the Sleepwear Business

How should a mid-level retail executive motivate the research team to engage in an important project--and then secure buy-in for his proposal from top management?
Modupe Akinola  | Fall 2009
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In January 2008, Blake Johnson, vice president of ClothingCo's consumer insights and strategy division, was charged by senior management to develop a strategy to redesign the company's sleepwear line. Should Johnson introduce a holiday-themed sleepwear line or a more multi-purpose sleep/lounge line? How should Johnson convince the market research group to complete the necessary research for this project on short notice?

Case ID: 090423
Supplemental Materials: Teaching Note
This case is used in core curriculum

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