Getout Travel

GetOut Travel

GetOut Travel is an established leader in the travel industry. The company manages leisure and franchise travel operations throughout the United States and Europe. Despite a challenging economy that has been devastating for the travel sector, GetOut is poised to achieve positive sales for the current fiscal year. Chief Executive Officer Joshua Raspin attributes the firm's success to business process innovations implemented during the previous year. Recently, Josh and his executive team have established another mandate for innovation--this time with a focus on new products.

Joshua Raspin, Chief Executive Officer

Josh has been with GetOut Travel for four years. Well-respected in his industry, Josh has a solid background in management, but has never been known for his speed in embracing new ideas. Last year, at the urging of the board of directors, Josh hired consultants to help the company achieve significant business process innovations. As a result of these innovations, GetOut has seen modest profits during an economic downturn that hurt many of the company's competitors. Josh has now become a strong advocate of innovation.

Lydia Moskovich, Vice President, Leisure Travel

A determined and hardworking employee, Lydia started in GetOut Travel's Group Tours unit 15 years ago. She began her career at GetOut just after college and worked her way up to director of her unit before being promoted to vice president of the Leisure Travel division six months ago. Because she is the only vice president without industry experience at a company other than GetOut, Lydia's promotion was controversial. As a result, Lydia is eager to prove herself to Josh and her colleagues. Both the Group Tours and Cruises units report to Lydia.

Natalie Gorelli, Director, Group Tours

Natalie is a seasoned professional with over 13 years in the travel industry. Her first nine years in the industry were spent at several start-up travel companies at which senior management adopted a fast-paced, everyone-does-everything attitude. Four years ago, Natalie sought stability and relief from her prior work experiences and joined GetOut Travel. Natalie excelled as a manager in the Group Tours unit. In recognition of her performance, Natalie was promoted to director of the unit when Lydia became vice president of Leisure Travel six months ago.

Dale Johnson, Manager, Group Tours

Dale joined GetOut three years ago an assistant manager. Within a few months, he was widely recognized by his peers as a high-potential employee. One year ago, after observing Dale's tireless work on several difficult projects, Lydia promoted Dale to manager. Dale's promotion was unprecedented; it was customary for GetOut's assistant managers to remain in the position for at least three years before being promoted.

Thelma Jarvis, Director, Cruises Unit

A competent and well-liked manager, Thelma started as a director four years ago, only two weeks after Natalie. With similar backgrounds and working styles, the two women trained together and became fast friends. In her first job, Thelma had been known as an ''idea person,'' but has struggled to make an impact in the GetOut organization. Since championing several of the process innovations that took place over the past year, however, Thelma's visibility as a creative resource within the company increased.

Monday, May 17

To: All Division VPs

From: Joshua Raspin, CEO

Subject: Product innovation

I am sure you are all well aware of our new mandate for product innovation. Process innovation has kept us ahead of our competitors during these difficult times. To sustain this position, we must grow. And growth means creating original products that appeal to target market segments underrepresented by our current offerings.

In keeping with our mandate, the senior executive council has decided to tie next year's budgets directly to innovation activities at the division level. We will be allocating funding for new product development to divisions that aggressively seek out creative ideas for new products. Conversely, the product development budgets of all divisions that do not actively demonstrate innovation will be reduced.

With this in mind, I am asking each division vice president to make a presentation of his or her best new product idea at the next executive council meeting. This meeting is currently scheduled on June 1. See you then.

Thanks,

Josh

Later that morning

To: New Products team

From: Lydia Moskovich, VP, Leisure Travel

Subject: New Product Ideas team

Congratulations! I am pleased to let you know that you have been selected to join a New Product Ideas team. This cross-functional team is made up of representatives from all of the units in our division. While several of you already attend the Leisure Travel division's monthly status meetings, I have purposefully reached out to others who don't have a formal opportunity to share new product ideas. Now is your chance to wow us with your creativity!

I have scheduled your first meeting for tomorrow afternoon. Since I don't want to cramp your style, I won't be attending your meetings. Instead, I've asked Thelma Jarvis to lead them. I'll be eager to hear the new product ideas you come up with at our division's monthly status meeting on Friday, May 28. Please let me know if you have any questions or concerns.

LM

Early that afternoon

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