This case follows the development of a firm's first product, the public presentation of research results, and the stock market reactions. In spite of successful research, the stock price falls dramatically. Asks why this happened, how concerned the CEO should be, whether management could have prevented it, and what the firm should do now.
ITT Automotive is in the process of developing a new-generation antilock brake system (ABS), designated the MK-20. The case focuses on the level of automation to be used in the production of this new system, and whether all plants should use the same process technology. Due to intensifying cost pressure and rapidly growing demand for lower-cost ABS, the development team and senior management (based in Frankfurt, Germany) strongly favor using a single, highly automated production process in the four plants scheduled to produce the MK-20 (located in Germany, Belgium, and the United States). Managers at the company's two plants in the United States favor using less automation technology in order to allow greater flexibility for improving process technology over time.
In 1993, Eli Lilly is preparing to build manufacturing capacity for three new pharmaceutical products that it expects to launch in 1996. Management wrestles with a decision of whether to add specialized manufacturing capacity or flexible capacity. This question touches off a broad debate within the company about which strategy to follow for future facilities decisions. This case presents two alternatives (flexible and specialized plants) and describes the benefits and costs associated with each.
Genzyme Corp., one of the largest biotechnology companies, has succeeded in developing, manufacturing, and commercializing its first therapeutic, a treatment for a rare genetic disease. Analysis of the case requires students to identify and understand how Genzyme has designed its strategy to effectively manage, mitigate, or exploit the uncertainties it had faced in the past. In 1993, the company faces challenges in managing future uncertainties involving the product's market, manufacturing, and pricing.
Describes McCaw Cellular Communications, Inc.'s investment decision and strategic plans in 1990, following the situation in the (A) case. Outlines the competitive situation in other types of mobile communications in the United States and the United Kingdom in 1991.
American Connector Co. is forced to reexamine operations at its Sunnyvale plant when a Japanese competitor announces plans to build an "ultimate" plant in the United States. Case examines issues related to benchmarking a competitor's manufacturing capabilities and productivity. Allows students to compare two companies' manufacturing strategies and their implications for productivity and flexibility.