個案資料
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Rough Waters Brewing Company: Evaluating Decisions in Uncertain Environments
內容大綱
Jennie O’Keefe and Chris Johnson, owners of Rough Waters Brewing Company, were deliberating how to make further inroads into an increasingly competitive provincial craft beer market. The new entrepreneurs were at a crossroads as they considered several possibilities for business growth in the face of a highly uncertain environment that included an unfavourable economic outlook and a global pandemic. They knew there were many things to consider in weighing their options, and that they did not have all the information they wanted or needed to confidently decide. O’Keefe and Johnson needed a framework to guide their decision-making in charting the best course for the brewery in the midst of so many unknowns.
學習目標
This case is suitable for use in undergraduate- and graduate-level entrepreneurship or strategy courses. After working through this case and the related assignment questions, students should have an appreciation for the complexities of entrepreneurial decision-making and be able to do the following:<ul><li>Identify uncertainties through an analysis of the external environment.</li><li>Describe the difference between risk and uncertainty, and understand that some uncertainties may be reduced while others may never be resolved.</li><li>Generate strategic alternatives and develop and test hypotheses aimed at reducing uncertainty around each alternative.</li><li>Demonstrate how to engage in disciplined decision-making by understanding and strategically managing uncertainty.</li></ul>