Strategic Decision Making

The Miami-based fruit juice company, DrinkWell, recently promoted their Marketing Director Maria to CEO. Maria has been with the company for 10 years and is credited with the marketing campaign that maintained DrinkWell’s steady performance. DrinkWell has been around for the last 25 years and is doing well; they have the market cornered on school vending machines and are sold in many area restaurants. The company runs like a well-oiled machine. However, Sam, recently hired as a regional sales manager, has begun questioning both the marketing campaign and the lack of creativity within the office; he believes that DrinkWell had to innovate or else they would not be able to compete any longer. The people who have been at DrinkWell for awhile do not like Sam and think that he is creating too much conflict. Maria does not like the conflict that Sam is causing but also thinks that he has some great ideas. However, because DrinkWell shows no signs of slowing down financially, any long-term benefit associated with implementing Sam’s ideas may not be worth the conflict that may ensue among employees. Breaking away from the established mold is just not the DrinkWell way. In order to help her solve this problem, Maria approaches you, a senior member of the board of directors, for advice.