Case $3\mathrm{.}1$: The Assignment

Upon graduation from college, Sarah takes a position at a small firm $($twenty employees$)$ that specializes in web design and management services for business clients. Sarah loves both the work that she does as a web designer and her place of employment. The owners of the company have treated her well, and her coworkers are very collegial and are fun to be around.

After nine months on the job, Sarah is given the opportunity to take the lead role on a project for a new client that everyone around the firm has referred to as "the big kahuna." It's an honor to be asked to take this role, since it is very clear that if this client is impressed with the work done on the initial project, much more work may be directed to the firm.

Sarah is well aware of the positive light in which senior executives of the firm view her and of the career opportunities presented by being asked to lead the design team on this particular project. However, the nature of the client company's business and some of its past marketing campaigns are troubling to her.

The company is a leading apparel manufacturer and retailer that has sought to create an edgy and somewhat rebellious image. One marketing campaign, which used posters in dormitories and full$-$page ads in college newspapers featured "drinking games" and "party drink" mixes, prompting some activists to accuse the company of encouraging under$-$aged drinking. While the company was initially concerned about the negative publicity, clothing sales actually increased.

At an initial project conceptual design meeting, Sarah meets marketing