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September 01, 2015
Retail & Consumer Goods
North American Case Research Association (NACRA)
Tania Kay, Marketing Manager at Consumer & food Products Corporation of Canada (ConFood), had just returned from a marketing department team-building retreat that had been a miserable experience. The retreat had involved a surprise scavenger hunt through the woods of cottage country in central Ontario, complete with tree climbing, rock climbing, canoeing, and a five-kilometer (three mile) hike. Given her physical limitations she had been unable to participate in most of the retreat’s activities. The facilitator-led debriefing session had also been humiliating and demoralizing since her exclusion either went unnoticed by her peers and session leaders or, worse, was blamed on her. Tania debated whether or not to bring up her experience at the marketing retreat with her boss, Marianne Renfrew. Tania worried that making an issue of it would expose a previously hidden disability and therefore result in people stereotyping her, thereby perceiving her as incapable, negative, incompetent, or a whiner.
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