Inconsistent Strategic Directions

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CASE STUDY. Avenir is a private college in Casablanca, Morocco, that offers its students various activities, including events organized at its theatre.

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Summary

Avenir is a private college in Casablanca, Morocco, that offers its students various activities, including events organized at its theatre. The latter has no charter or formal policies. The first manager appointed to manage the theatre was a retired theatre teacher who always opposed the idea of opening the theatre to the public. The second theatre manager was a local artist who opened the doors of the theatre to the whole community. The third and most recent manager was a professional arts administrator who was able to convert a small theatre into a professional one in less than three years. To celebrate the 20th anniversary of the founding of the theatre, the manager invited a local group to perform a play. The performance by the theatre group contained several implicit and explicit anti-government and anti- establishment messages. The manager was dismissed from her position. College Board members have divergent opinions regarding how the theatre should be managed.

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