Case 1: The Planning Forum in 1990

In 1990, The Planning Forum was the largest and best-known professional association in North America for corporate strategic planners and others interested in strategic planning. Members comprised planners and managers that worked in corporations (40%), strategic consultants (45%), academics (10%), and other (5%, e.g., people in government and nonprofits). It grew over the years to about 8,000 members in 45 chapters in the U.S. and Canada in part by merging with similar professional associations, had its own professional journal, Planning Review, and organized an annual three-day conference that had enormous stature and commanded keynote speakers of international renown. In fact, its annual conference was always hugely profitable and, together with annual membership dues, enabled it to expand, improve member benefits, and afford a professional fulltime staff, including an Executive Director. Chapters operated autonomously and were "funded" by a rebate from the national organization for every member that joined.

If you could have influenced the board of directors at that time, which of the following choices regarding its future would you have recommended?