Group 3 Sec A

Fate of Glove Girl in Lancaster Webb sealed

Introduction
Last night it was decided by Will Somerset, CEO of Lancaster Webb to offer Glove Girl a role in corporate
communications. It is expected that in her new role Glove Girl would be motivated to use her blogging skills to the
company's benefit by establishing customer intimacy in a more structured and controlled manner. Additionally,
she would be required to sign a strict NDA1 in order to secure confidential and sensitive information

Glove Girl – Asset or Liability

During the recent industrial conference, Will Somerset got to know about the existence of Glove Girl and faced
her popularity first hand. He was apprised by his team that Glove Girl has been blogging about her profession and
personal life. Sometimes her blog consists of sensitive information about Lancaster Webb customers. Popularity
of her blog and her communication style were seen as a great opportunity; however, the content of the blog
might lead to commercial and legal challenges for Lancaster Webb.

Rationale behind the Decision

The options available (Fig. 1) were evaluated by the CEO on the criteria (Fig. 2) to arrive at most plausible solution
i.e. Option C – Offer Glove Girl a role in corporate communications with strict NDA.

Let Glove Girl continue with her blog in the existing

Option A manner

Ask Glove Girl to clearly state that blog represents her

personal views and those suited to company can be
Option B endorsed on company website

Offer Glove Girl a corporate communication role with

strict NDA and start a company blog where Glove Girl
Option C will publish about company

Accept deal from Fort Worth General, let go Glove Girl

and start a company blog where other employee can
Option D publish about company

Fire Glove Girl for sharing company information and

don’t pursue blogging as a marketing tool & use
Option E conventional communication tools

Fig. 1 Fig.2

Plan to execute the decision

The plan would be implemented by meeting with Communications Chief, VP Marketing, VP Legal and VP HR to
discuss and finalize NDA as well as policy on blogging. Glove Girl would be sensitized about the importance of
non-disclosure on confidential information and legal ramifications of unsubstantiated content on her blog and
then role in corporate communications would be offered to her. It was also deliberated that in case Glove Girl
shares sensitive information even after accepting corporate communications role, she would be terminated, her
replacement would be recruited and Will Somerset will take the responsibility of company blog in the interim.

Conclusion
With the decision to offer a corporate communication role to Glove Girl, Will Somerset on one hand expects to
capitalize on blogging as a new market tool along with the popularity of Glove Girl whereas on other expects the
regulations to act as a boundary for content that can be shared by her. This decision in all likelihood will take care
of the interests of all major stakeholders – shareholders, customers, employees and management.

1. Non-Disclosure Agreement – A legal document that details about the information that can be shared by employees