Via Crain’s Chicago Business
By Lisa Bertagnoli
January 18, 2019
These days, resource groups are evolving into business tools: sources for corporations to mine for insights into new markets. Evolved groups have formal support from upper management, and a budget, too.
The idea for the card came not from marketing, but from Pride, Discover’s employee resource group for LGBTQ employees, one of 10 employee resource groups at Discover. Pride backed up the idea for the card with compelling market research and data. The group is now marketing’s go-to source for ideas to market and further promote the card.
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