Elizabeth Franks, Chief Executive Officer of VBV, had a week to its July 2010 board meeting. VBV had just completed a six-month marketing and advertising campaign for a new product line and strategic rebranding, and early responses from the Board had shown mixed feelings.

Elizabeth Franks, Chief Executive Officer of VBV, had a week to its July 2010 board meeting. VBV had just completed a six-month marketing and advertising campaign for a new product line and strategic rebranding, and early responses from the Board had indicated mixed feelings.
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from
Gregory B Fairchild,
Marc Johnson
Source: Darden School of Business
10 pages.
Release Date: 1 January 2012. Prod #: UV5346-PDF-ENG
The sale of a new Old Idea: Virginia Business Ventures HBR case solution