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Coping with uncertainty is a fundamental challenge for firms. One way they can respond is by building up strategic flexibility. By looking at airlines' flexibility responses to regulatory uncertainty associated with their inclusion in the European Union Emission Trading Scheme, this article shows that firms can respond to regulatory uncertainty by developing such flexibility in two ways: they can either anticipate the potential consequences of changing regulatory conditions and try to prepare for them; or they can adapt quickly and efficiently to them once the regulatory situation has become clear. By examining evidence from nine case studies, the article identifies the organizational capabilities required to pursue an anticipatory or adaptive strategy and demonstrates that each type of response requires a specific bundle of capabilities.

Automotive assemblers and suppliers have employed a number of different strategies to deal with external uncertainty. These strategies have evolved relatively rapidly of late in part because of changes in the locus of innovation from OEMs to suppliers, changing market conditions, and the future regulations of greenhouse gases. This presents a unique challenge for the industry. Some auto firms have been more effective in dealing with market and regulatory uncertainty due to technology resource integration across platforms and integration between functions on the value added chain from suppliers to retailers.

This article offers two integrated strategies managers can use in the face of environmental regulatory uncertainty. As integrated strategies, they both recognize non-market forces while taking into account market realities. Advocating for pragmatic, progressive policies enables firms to shape future policy around existing environmental strengths; this strategy raises competitors' costs when competitors have yet to develop identical competencies. Systematically embracing advancing regulation enables firms to satisfy activists who are pressuring policymakers to force firms to conform to higher environmental standards in other jurisdictions; this strategy allows managers to adapt to coming regulation at their own pace while leveraging market competencies. This article presents four case studies that highlight how some firms have implemented these strategies, and why some have been successful at mitigating regulatory uncertainty and some have not.

This case features Old Spice's efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead.

In 2007, J. W. "Bill" Marriott Jr., chairman and CEO of Marriott International, faced criticism from various groups about the fact that the Marriott hotels offered in-room adult entertainment. Because the Marriott family and organization was affiliated with the Mormon Church, which decried pornography, claiming that it was harmful to children, family, and society, critics assailed the company for not being true to Mormon values. In an attempt to make a decision, Bill Jr. reflected on the history of the Marriott Corporation and his family's deep ties to the Mormon Church and community. The company had been founded on his father's strong principles, and Bill Jr. knew that the ultimate decision had to adhere both to these principles and to his responsibility for the corporation's financial stability and the needs of its customers.

There are not many families in the world that can claim continuity of existence for over 76 generations in either business or otherwise. Families that manage such a feat tend to have strong roots of values and culture that are in line with the basic principles of trusteeship - to preserve and grow wealth (both material and spiritual) for the benefit of future generations. This case is based on the history of and current challenges faced by such a family, the Mewar dynasty from India.

It was August 2011 and Martin Cartier, senior board member, was beginning to feel the pressure of Drowling Mountain's 2010 general meeting that was coming up in two months. Drowling Mountain had historically been the ski resort of choice for the local residents of Syracuse, New York. However, the company had recorded losses for the past two years. At last year's annual general meeting, Cartier explicitly stated that he would bring the company to sustainable operations. He felt personally responsible for the company's struggles since he was the longest serving member on the board. Management had been keen on developing a new marketing plan focused on increasing sales and new pricing schemes, but Cartier thought an advance meeting to discuss the plan with select board members would be advantageous. Cartier held significant influence in the meeting coming up in October, and any recommendations that he made were likely to determine the future success of the company.

Bruce Ballantyne had recently joined CRP Products (CRP) of Stratford, Ontario, to help review the company's operations and assess what changes were necessary to keep up with demand. Although it was early 2011, and the peak season was still four months away, Ballantyne knew that he would have to determine what equipment was needed over the next three weeks to ensure it was delivered and installed before the peak season. Jamie Bailey, the owner of CRP, had also concluded that CRP did not have the financing available for both the new equipment needed to make its unique design of outdoor furniture and the seasonal working capital required to support inventory and accounts receivable. He had turned to Ballantyne to develop a solution that would keep up with demand, keep inventory low and work within the available financing.

With the world's population estimated to grow by 40% by 2050, an additional supply of grains, meat and dairy products would be required. Concerns over the global food supply have increased. Also, with China's growing urbanisation and increase in per capita incomes, there was additional pressure on the demand for food products. However, with arable land being fixed and in short supply the constraint on the supply side was more acute. The issue of food shortages was taken a lot more seriously in China than it was in other countries around the world, because the Chinese government's memories of the Great Famine in China between 1958 and 1961 were still too recent to take the matter lightly.

The (B) case presents Foxconn's plan to replace manual labor with robots and move some of its employees to more interesting and sophisticated jobs.

In 2011, SecondMarket was an online platform that facilitated secondary transactions of illiquid assets, including private company stock. This case explores reasons for the decline in small-cap IPOs in the United States from the 1990s to the 2000s and how the emergence of SecondMarket provided liquidity to privately held companies like iContact, an email and social marketing software-as-a-service [SaaS] company.

Two months after a successful launch In November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round of venture capital sooner than originally planned. Raising more venture capital would allow RTR to aggressively expand its inventory and customer acquisition efforts, in order serve a broader range of customer segments with a wider selection of products, (e.g., accessories, maternity wear).

In 2011, Celeritas is a leading data communications company in the crowded, highly competitive, and ever-evolving enterprise-network optimization market. Having experienced rapid growth since its founding in 2003, Celeritas has recently seen sales decline and has begun to lose market share along with its status as the top player. The CEO, concerned about several problems that may have contributed to this decline, engages an organizational development consultant who leads the firm's senior vice presidents through a two-day offsite exercise in team building. A followup meeting with a lower level of management raises questions about the effectiveness of those efforts.

Jessica Herrin, founder and CEO of Stella & Dot, started her entrepreneurial career as the co-founder of Wedding Channel, an experience which laid the foundation for her most recent venture, a direct sales jewelry business. Jessica's main goal in launching the business was to provide women with an alternate career platform to run their own business under their own terms. The case describes the evolution of her company, from its modest start in Jessica's living room through the birth of two children, to annual revenues of $100 million in 2010, just 8 years after its founding. The case additionally describes the direct sales approach as an alternate to the more conventional sales platforms with which students are familiar.

The president and chief executive officer (CEO) of a provincial auto club is assessing opportunities to grow his organization in light of industry consolidation and punitive changes in allocating of national operating costs. The auto club has diversified from automobile towing and travel services into insurance, package travel, automobile sales and service. However, his vision to the upcoming board of directors' meeting calls for a 300 per cent increase in operating revenues over next 10 years. Without a larger critical mass, the auto club cannot support its allocated costs of branded national and international products. The CEO's challenge is where are the growth opportunities.

This exercise assesses one's exposure to the rest of the world's peoples. A series of worksheets require the respondents to check off the number and names of countries they have visited and the corresponding percentage of world population which each country represents. By summing a group's collective exposure to the world's people, the result will inevitably be the recognition that together they have seen much, even if individually some have seen little. The teaching note provides assignments and discussion questions which look at: why there is such a high variability in individual profiles; the implications of each profile for one's business career; and, what it would take for the respondent to change his/her profile. For marketers, it underscores the need to gather greater base knowledge about opportunities abroad.

Robert Venter, second-generation Chief Executive (CE) of family-owned Allied Electronics Corporation Ltd (Altron), considered the pros and cons of more clearly linking the firm's compensation system to sustainability performance. In June 2011, Altron, a conglomerate headquartered in Johannesburg, South Africa, controlled more than 200 companies in Africa, Europe, the US, the UK, Australia, and the Far East. More than 14,000 employees designed, developed, manufactured, and marketed a range of telecommunications, electronics, power electronics, and information technology systems and products. Having made a clear commitment to sustainable development, Venter was confident that the commitment was shared across the senior management team. However, there appeared to be more acceptance in the operating units for meeting financial targets than for meeting sustainability targets. Did the existing incentive structure send the correct message about the sustainability-oriented corporate strategy? Looking at the reshaped strategic themes, Venter considered the pros and cons of more clearly linking the firm's compensation system to sustainability performance.

This case focuses on the Alternative Quality Contract (AQC), a novel payment program designed to incentivize providers to deliver less costly, high quality health care. Under the AQC, offered by Blue Cross Blue Shield of Massachusetts, providers received a fixed-dollar budget to cover all care provided to a specific patient population, as well as incentive payments for quality. The AQC was piloted in 2009 by a handful of provider organizations, including a group of physicians belonging to the Lowell General Physician Hospital Organization (LGPHO). The case describes the LGPHO physicians' experience during their first two years under the AQC, allowing students to assess the group's performance as well as potential challenges in the remaining three years of the contract and future contracts and the AQC's value as part of the solution to untenably high U.S. health care costs.

The case studies the decision of the security services corporation Brink's Company to spin-off its home security division from the rest of the company. The decision followed intense pressure on the company by three activist hedge funds who felt that Brink's was chronically undervalued and the individual businesses were worth more than the combined company. The company resisted the decision for over a year before agreeing to the break up. The case follows the argument made by the company and each of the investors. It also describes the actions by the company to convince its shareholders of the merits of keeping the company together, as well as the actions the activist investors took to get the attention of management, the board, and other investors. The businesses, secure transportation and home security monitoring, are described from both a business strategy and a financial perspective so that the potential value of different value enhancing options can be analyzed.

A hedge fund is deciding whether to liquidate its position in Apollo Group, a for-profit education firm, in light of significant political and macro-economic uncertainty facing the industry. As part of the investment analysis a complete discounted cash flow analysis must be performed.