The case deals with an organization that had a complex environment. The issues the organization had to face, included reduction in the number of memberships, dissatisfied membership, strong diversification among local leagues, and scare resources that are required to meet the company’s objectives.
This case demonstrates a “participatory roadmap” approach, drawing on the insights of comprehensive research, and describes an approach, pursued to bring the strategic change that emphasizes the participation and regional level flexibility.
The (B) part of this case tracks the route followed by the Association of Junior Leagues International (AJLI) to implement the participatory roadmap. AJLI leaders sought to inform local leaders, sustainers, and their active members through an effective messaging approach, which involved various modes of communication and targets.
AJLI succeeded to know the approaches needed to implement, through their design teams. At the end, these teams proved to be significant players in increasing the membership and create a cross-league learning community.
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