This case, and the accompanying teaching note, is based on extensive interviews² in the early months of the year 2000 with many of the participants involved in Global 2000-an organization set up to preempt a possible global business meltdown as a result of the "Millenium Bug."³ Global 2000...

Well aware that it is the consumer who makes or breaks an advertisement, the advertising industry has long paid close attention to its audience. However, advertising historians have generally overlooked the  industry's  efforts  to  define  the  consumer  and  the  impact  this has had upon...