David A. Garvin, Jonathan West
Harvard Business School (395012-PDF-ENG)
September 07, 1994
Time Life has historically been a continuity book publisher selling 20-volume book series by direct mail. Now, however, the music and video / TV departments have been added and the CEO is trying to develop a strategy that aligns the departments so that they can produce multimedia products. In addition, the CEO is about to make a decision on how to publicize a new book and television series, as well as questions to division managers on how they can shape and improve the creative processes of their company.
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