ABSTRACT
This chapter reviews the CEO intervention method from three perspectives: from the perspective of the BBA undergraduate students who experienced this method during a creativity seminar at a French business school; from the point of view of the CEO and the seminar facilitators. It outlines the design and delivery of a creativity seminar at a French business school involving the New York Times who themselves are facing a pressing strategic issue, namely how to encourage millennial readers to pay for digital subscriptions in return for access to quality articles. The chapter discusses that the study contextualised through the perspectives of identified stakeholders, the students, the CEO and the seminar facilitators to provide insight and implications on the appropriateness of the CEO intervention method. It also discusses that how to improve the impact on the learner experience. The chapter discusses the implications and lessons learned which should prove useful to those academics and practitioners wishing to run similar type learning events.
