個案總覽

Managing Transitions, Second Edition (2003), is a book of 9 chapters written by William Bridges and published by Basic Books/Perseus Books Group. The business world is continuously transforming, as layoffs, bankruptcies, mergers, and restructurings occur every day. These situational shifts present psychological challenges to both individuals and organizations, and many of us respond in unhealthy ways. The author describes healthy responses to these challenges, providing practical, step-by-step strategies for minimizing the disruptions caused by workplace change. In Chapter 8, the author presents a case study of a fictional firm to illustrate the strategies of change management and the decisions that must be made in order to communicate transitions. The case involves a 4,000-employee manufacturing firm, Apex Manufacturing, that is preparing for change.

Managing Transitions, Second Edition (2003), is a book of 9 chapters written by William Bridges and published by Basic Books/Perseus Books Group. The business world is continuously transforming, as layoffs, bankruptcies, mergers, and restructurings occur every day. These situational shifts present psychological challenges to both individuals and organizations, and many of us respond in unhealthy ways. The author describes healthy responses to these challenges, providing practical, step-by-step strategies for minimizing the disruptions caused by workplace change. In the ninth and final chapter, the author focuses on "surviving" transitions. The aftermath of change is described with the acronym "GRASS": Guilt, Resentment, Anxiety, Self-absorption, and Stress.

Electrosteel Castings Ltd., based in India, had been the largest domestic manufacturer of iron pipes for over four decades. Although it had achieved solid growth in recent years, the market was under increasing pressure as overall growth slowed and new competitors entered the market. The CEO saw international expansion as critical to future growth. It would also provide additional currency for further investment in new process technologies. After extensive study, management narrowed the options to Europe or Southeast Asia. Given limited resources, Electrosteel could enter only one market, either with a new marketing office or a new manufacturing plant. Building an overseas plant was particularly attractive, as it would effectively translate into Electrosteel being considered a local competitor in that market, reducing costs and improving customer service. Awareness of foreign competitors investigating similar international expansion options significantly increased the need for a decision.

Jindi Enterprises is a manufacturer of heat exchanger units for residential and commercial markets in China. Recently, the company's top sales representative, who is also the sales manager for one of the company's provincial offices, quit and joined a competitor. A replacement must be found, but a delay in choosing a strategic direction is seriously complicating the hiring decision. The CEO must determine the corporate strategy and ensure that the hiring strategy reflects these changes.

Spreadsheet Supplement for case 103080.

Describes how the lack of incentive alignment between retailers and their vendors can lead to stockouts. Also describes various means to reduce incentive misalignment and hence stockouts.

In recent years, increasing attention has been paid to buyer-supplier relationships and supply chain management in general. Views of buyer-supplier relationships have evolved from the old school of the 1980s, where buyers and suppliers were viewed as part of a zero-sum game, to the more collaborationist outlook of the 1990s, which claimed that buyers and suppliers could cooperate to the benefit of both, to the more network-oriented view of the 2000s, where buyers and suppliers are parts of organic business ecosystems. One interesting fact is that, empirically, buyer-supplier relationships exist in surprisingly multifarious forms in different geographic regions and business sectors. There is no one dominant mode. This case provides an outline of eight different real-life examples to illustrate a broad range of buyer-supplier relationships.

This case details the rise of hard-disk storage manufacturer MiniScribe in the mid-1980s and the company's demise after executives manipulated the financial information.

This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine a new pricing structure for the fund. The case presents students with the results from a real-world conjoint analysis and requires them to work through the pricing and profit implications of that analysis.

Examines the challenges and opportunities facing Charles Schwab in 2003. The company is a leading brokerage, but the entire industry has been in a severe downturn over the past few years. Schwab made its name as a discount brokerage and grew tremendously in the 1990s, largely as a result of its successful embrace of Internet technologies and efficient customer service and transaction processing. Now competing with the likes of established brokerage houses such as Merrill Lynch, and amid a severe downturn in trading volume, the company is looking for other avenues of growth. Focuses on Schwab's efforts to extend its business model to financial advisers.

Geoffrey Canada, CEO of the Harlem Children's Zone, wanted his organization to grow dramatically to reach thousands of poor and underserved children in Harlem. The agency ran a variety of successful social service programs throughout New York City that were separately funded and ran independently of each other. In 2000, Canada led the organization through an ambitious planning process, promising that within 10 years, its new integrated program would reach $46 million in revenues, serve 24,000 people, and expand to an area three times the size of its current zone. But the plan required the agency to change its management structure, measurement systems, and program goals drastically. How would the organization measure the impact of its work? Could such a system be measured? And how did the changes challenge the passionate directors who first established the component programs?

Explores the career challenges facing highly successful women who leave the full-time workforce for several years to manage family commitments. Carol Cohen is a 1985 Harvard MBA who has professional line experience in a manufacturing environment, followed by a successful transition into investment banking. Details Cohen's decision to return to a professional career after almost 11 years out of the full-time workforce. Describes her decision-making process, including discussions with her husband about shared parenting responsibilities, and provides details of her professional networking, resume development, and interview preparation. Concludes with a job offer to Cohen from Sankaty Advisors, a Bain Capital Partners company. Discussion centers on the decision to return to work, the strategic plan and specific steps, and concludes with questions about setting expectations--both at home and at work--and negotiating terms.

Supplements the (A) case.

Didier Cherpitel, CEO of the International Federation of Red Cross and Red Crescent Societies (IFRC), is implementing a new strategy that will fundamentally change the role of its International Secretariat. The organization is in the early stages of implementing a best practice tool called the National Society Self-Assessment and Cherpitel's challenge is to move forward with the implementation of this tool, while ensuring that the International Secretariat takes the necessary actions to strengthen IFRC's brand and image.

Supplements the (A) case.

On Wednesday, May 29, 2002, the board of directors of Renault-Nissan BV (RNBV) met for the first time to discuss the state of the alliance between Renault SA and Nissan Motors-two of the world's largest automakers. RNBV was a 50/50 joint venture company established in March of that year to oversee the strategy of the alliance and all activities undertaken jointly by Renault and Nissan. The new company would "steer alliance strategy and supervise common activities on a global level, while respecting the identity and culture of each company and not interfering in operations." Executives at both companies believed much had been accomplished in the first three years of the alliance. Nissan, under Carlos Ghosn's leadership, had improved its finances dramatically and was rapidly reemerging as a major player in the global auto industry. Moreover, the alliance partners were in line with their initial forecast of $3.3 billion in cost savings and synergies promised by 2002, according to their internal reporting. As the board prepared to meet, Louis Schweitzer and Ghosn believed the alliance faced difficult challenges ahead. To what extent would the two companies be able to realize further savings and synergies, particularly in the areas of manufacturing and additional sales? How should the RNBV board address issues that had surfaced as employees of the two firms worked together across disparate corporate and national cultures, functions, and geographies? Ultimately, would the two firms be able to strike a balance between deepening their alliance while "respecting the identity and culture of each company and not interfering in operations?"

Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to customer profitability.

Spreadsheet supplement for case 303023.

DuPont Canada manufactures and sells the raw materials that are used to produce brand name home renovation and home decorating products, including fabrics, carpets, countertops, and paints. To develop relationships with consumers and acquire information on their purchasing needs and purchasing patterns, the company launched a web site that offered decorating idea and product information through a virtual home. After 12 months, the company's project team must decide whether the project was a worthwhile investment and whether they should invest in the second phase. In making their decision, they need to identify the performance metrics to use in estimating the return on investment. They also need to determine whether to pursue revenue generation through the sale of advertising space or online sales through the web site. Finally, the project team must assess whether their value chain partners would be willing to invest in the second phase of the project.

Sun Hydraulics, 32-year-old global hydraulics engineering and manufacturing company headquartered in Sarasota, Florida; confronts tough choices due to the economic downturn in 2001. The company leadership debates how to maintain profitability and reduce labor costs without destroying the company's innovative culture, which is based on horizontal management and has no defined corporate hierarchy. This case includes an overview of the company's history, from its founding in 1970 to its IPO in 1997, and asks students to step into the shoes of Allen Carlson, Sun's president and CEO, to recommend specific cost-cutting actions.