This case is set on the verge of Microsoft initiating a TV white-space pilot in the Philippines in the summer of 2013; the uncertainty surrounding the new technology's performance in the region provides a view of the risks organizations face early on in the innovation process, particularly when decisions are decentralized and overseen at a local level. MS and its public partners in the Philippines were excited about the possibility of setting up the country's first TV white space-enabled broadband network in a remote area that required the connectivity for fisher registrations and government biodiversity initiatives. The technology had proven its success in a few other pilots in Singapore and the UK. In the Philippines, however, risks loomed. Unprecedented complications from an untested hardware supplier and a lack of an essential database arose as the launch date approached. A key decision MS had to make was whether to proceed with the pilot or focus on TV white space pilots elsewhere. The case introduces students to methods through which they can identify the sources and types of uncertainty associated with a project. Through this they can better evaluate the tradeoff between undertaking a project with a high risk of failure and the benefits that could be obtained through learning about unknown unknowns within such a setting despite the outcome. Moreover, students uncover the necessary conditions for projects to achieve their objectives within this setting. The public-private partnership setting allows students to analyze the type of uncertainty associated with a project; the project, product, and organizational complexity; stakeholder objectives; and discuss the role escalation of commitment could play when an organization seeks to pilot a new technology.
This exercise teaches participants how to generate ideas and brainstorm and helps to remove the perception that idea generation is a process that only "super-creative people" can do well. It not only shows participants how to generate valuable ideas, but also highlights barriers to doing so. Suitable for students in either full-time or executive MBA programs as well as executive education programs, this exercise can also be used in any setting aimed at exposing students to the benefits of idea generation by providing some structure for the process. Most commonly, this exercise is used in classes aimed at teaching product development, design thinking, and innovation processes. It has been used in classes focusing on entrepreneurship as well as those focused on innovation within large organizations.
In 2007, Eastman Chemical (Eastman), a global specialty chemicals company based in Kingsport, Tennessee, was set to launch Tritan, Eastman's latest specialty plastic. The development team was excited about Tritan because it demonstrated heat resistance and durability properties that might allow Eastman to compete in the lucrative polycarbonate plastics market. But the decision had not been made regarding which applications Eastman should target first with Tritan.
Charlie Reese, an operations manager for a fragrance manufacturer, is given a directive to reduce costs in order to free up working capital for other initiatives. Reese discovers that his initial plan to approach the problem from an inventory perspective would be unsustainable. In evaluating his options, he must determine which other areas of the production process to focus on.
Chris Summers, VP of Supply Chain Management at the oil field services company Elevalt, is engaged in an analysis of his globally dispersed distribution centers (DCs). He must evaluate Elevalt's network of DCs throughout Europe, Africa, and the Middle East to see whether it would be beneficial to consolidate the current network of six DCs to a single centralized DC in either Europe or Africa. Before this decision can be made, he must first optimize the current operation, which appears to suffer from inefficient inventory management. The inefficient inventory management also seems to be driving additional transportation costs. Summers must consider the benefits and risks associated with consolidating Elevalt's DCs while still maintaining his focus on the needs of Elevalt's customers.