個案總覽

Bill Young, president and CEO of MTI was in Victoria, BC at the time of the terrorist attacks on the World Trade Center on September 11, 2001. Bill knew that his Seattle, Washington-based market research firm faced numerous challenges in the aftermath of the attacks. The economic turmoil which was certain to follow a national disaster of this magnitude would have a serious impact on the business. This was particularly true since reliable market research depended heavily on consumer confidence and perceptions about the future. Young was unsure how to respond to the challenges he faced. Bill Young is attempting to develop revised cash projections and to determine whether staffing cuts and other cost-saving measures will be needed in order to maintain the financial health of the firm.

Spreadsheet Supplement for NA0025.