Malenti Strings: Intrapreneurship within FLG, Inc.

By: David A. Garvin and Rachel Gordon

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Synopsis: This case follows Jenica Fletcher as she rebuilds her company's guitar strings division from the ground up. Convinced that she could turn the division around if given complete independence from corporate headquarters, Fletcher relocated the group, rebranded it as Malenti Strings, repositioned the guitar strings as high-performance products, and transformed Malenti into a fast-growing, profitable business. The case traces Fletcher's key steps in rebuilding the organization, including the development of a team of committed, interdependent employees. Students learn about Fletcher's values and unique management philosophy, as well as her managerial practices and daily activities. The case also discusses the role and development of the partnerships that helped solidify and grow the business. Coming off its high-end success, Malenti must now decide whether to move into the mid-priced market with a new line of electric guitar strings called True.