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Peachtree Healthcare has major IT infrastructure problems, and CEO Max Berndt is struggling to find the right fix. He can go with a single set of systems and applications that will provide consistency across Peachtree's facilities but may not give doctors enough flexibility. Or he can choose service-oriented architecture (SOA), a modular design that will allow Peachtree to standardize incrementally and selectively but poses certain risks as a newer technology. What should he do? Four experts comment on this fictional case study in R0707A and R0707Z, authored by John P. Glaser, CIO for Partners HealthCare System. George C. Halvorson, the chairman and CEO of Kaiser Permanente, warns against using untested methodologies such as SOA in a health care environment, where lives are at stake. He says Peachtree's management must clarify its overall IT vision before devising a plan to achieve each of its objectives. Monte Ford, the chief information officer at American Airlines, says Peachtree can gradually replace its old systems with SOA. An incremental approach, he points out, would not only minimize risk but also enhance flexibility and control, and would allow IT to shift priorities along the way. Randy Heffner, a vice president at Forrester Research who focuses on technology architectures for computer-based business systems, thinks SOA's modular approach to business design would best meet Peachtree's need for flexibility. He says that Peachtree's CIO sees SOA as a new product category but should instead view it as a methodology. John A. Kastor, a professor at the University of Maryland School of Medicine, questions the goal of standardized care. He argues that it would be difficult to persuade doctors, many of whom are fiercely independent, to follow rigid patterns in their work.

No one would run a business without accounting for its capital outlays. Yet in 1999, when this article was originally published, most companies overlooked one major capital component--the value of the earth's ecosystem services. It was a staggering omission: Calculations at that time placed the value of those services--water storage, atmosphere regulation, climate control, and others--at $33 trillion per year. Not accounting for that cost has led to waste on a grand scale, the authors maintain. This article shows how a few farsighted companies, like DuPont and Xerox, were able to find powerful business opportunities in conserving resources on a similarly grand scale. Their early embrace of natural capitalism is even more important to emulate today. Natural capitalism comprises four major shifts in business practices. The first involves dramatically increasing the productivity of natural resources--by as much as 100-fold. In the second stage, companies adopt closed-loop production systems that yield no waste or toxicity. The third stage requires a fundamental change of business model--from selling products to delivering services. For example, instead of selling light bulbs, a manufacturer sells lighting services, with both the seller and the customer benefiting from the development of extremely efficient, durable bulbs. The last stage involves reinvesting in natural capital to restore, sustain, and expand the planet's ecosystem. Because natural capitalism is both necessary and profitable, it will subsume traditional industrialism, the authors argue, just as industrialism subsumed agrarianism. And the companies that are furthest down the road will have the competitive edge.

Peachtree Healthcare has major IT infrastructure problems, and CEO Max Berndt is struggling to find the right fix. He can go with a single set of systems and applications that will provide consistency across Peachtree's facilities but may not give doctors enough flexibility. Or he can choose service-oriented architecture (SOA), a modular design that will allow Peachtree to standardize incrementally and selectively but poses certain risks as a newer technology. What should he do? Four experts comment on this fictional case study in R0707A and R0707Z, authored by John P. Glaser, CIO for Partners HealthCare System. George C. Halvorson, the chairman and CEO of Kaiser Permanente, warns against using untested methodologies such as SOA in a health care environment, where lives are at stake. He says Peachtree's management must clarify its overall IT vision before devising a plan to achieve each of its objectives. Monte Ford, the chief information officer at American Airlines, says Peachtree can gradually replace its old systems with SOA. An incremental approach, he points out, would not only minimize risk but also enhance flexibility and control, and would allow IT to shift priorities along the way. Randy Heffner, a vice president at Forrester Research who focuses on technology architectures for computer-based business systems, thinks SOA's modular approach to business design would best meet Peachtree's need for flexibility. He says that Peachtree's CIO sees SOA as a new product category but should instead view it as a methodology. John A. Kastor, a professor at the University of Maryland School of Medicine, questions the goal of standardized care. He argues that it would be difficult to persuade doctors, many of whom are fiercely independent, to follow rigid patterns in their work.

Peachtree Healthcare has major IT infrastructure problems, and CEO Max Berndt is struggling to find the right fix. He can go with a single set of systems and applications that will provide consistency across Peachtree's facilities but may not give doctors enough flexibility. Or he can choose service-oriented architecture (SOA), a modular design that will allow Peachtree to standardize incrementally and selectively but poses certain risks as a newer technology. What should he do? Four experts comment on this fictional case study in R0707A and R0707Z, authored by John P. Glaser, CIO for Partners HealthCare System. George C. Halvorson, the chairman and CEO of Kaiser Permanente, warns against using untested methodologies such as SOA in a health care environment, where lives are at stake. He says Peachtree's management must clarify its overall IT vision before devising a plan to achieve each of its objectives. Monte Ford, the chief information officer at American Airlines, says Peachtree can gradually replace its old systems with SOA. An incremental approach, he points out, would not only minimize risk but also enhance flexibility and control, and would allow IT to shift priorities along the way. Randy Heffner, a vice president at Forrester Research who focuses on technology architectures for computer-based business systems, thinks SOA's modular approach to business design would best meet Peachtree's need for flexibility. He says that Peachtree's CIO sees SOA as a new product category but should instead view it as a methodology. John A. Kastor, a professor at the University of Maryland School of Medicine, questions the goal of standardized care. He argues that it would be difficult to persuade doctors, many of whom are fiercely independent, to follow rigid patterns in their work.

The production manager at Lake Erie Paper (LEP) was considering installing a moisture meter to test the water content of the wood chips used to make corrugated paper. Use of a moisture meter would speed up the testing process and could reduce costs and/or improve paper quality, but the manager wanted to be sure that the meter provided a consistent and reliable measure of the water content of the arriving woodchips.

This case discusses the astounding growth of Crocs, Inc., a manufacturer of plastic shoes, from 2003 through early 2007. Much of the company's growth was made possible by a highly flexible supply chain that enabled Crocs to build additional product within the selling season. The normal model used within the fashion industry was to take orders well in advance of each selling season, and produce to those orders, with relatively little additional production. If demand was far in excess of this production, there would be stockouts and the company would lose the ability to capture revenue for that season. The product might or might not be in fashion the following year, when production would again be based on preseason orders. Crocs' ability to build additional shoes within the season enabled it to take advantage of strong customer demand, resulting in the company filling in-season orders totaling many times that of the initial prebooked orders. The case describes the Crocs supply chain. It asks students to assess the company's core competencies and how those can be exploited in the future. The case was revised in March 2011 to present information on the company's results in 2007 and prepare students for discussions of problems that would be faced in 2008 (covered in the B and C cases).

Considers the issues associated with running multiple business models--a private practice and an academic faculty practice--within the confines of the orthopaedics department of a single medical center. Students assume the role of Neela Wilson, Executive Director of Rittenhouse Medical Center, in managing the operational requirements of, and organizational tensions created by, these competing models. In analyzing the case, students have the opportunity to: (1) gain a better understanding of operational focus and the concept of a "focused factory" in health care, (2) consider the concept of a "factory within a factory" in the context of an academic medical center, and (3) build an appreciation of the managerial challenges associated with operating related, and often competing, business units within the same organization.

Herman Miller, an office furniture supplier, decided to implement the cradle-to-cradle (C2C) design protocol during the design of its mid-level office chair, Mirra. The C2C protocol was a set of environmentally friendly product development guidelines created by architect William McDonough and chemist Michael Braungart. The essence of this protocol was to eliminate waste and potentially harmful materials by designing the product so that, at the end of its useful life, the raw materials could be fed back into either a technical or biological cycle and used for the same or other purposes. Therefore, materials remained in a closed-loop, eliminating the need for landfill and other toxic forms of disposal such as incineration. The case describes the C2C protocol, the details of how Herman Miller implemented C2C during the design of the Mirra chair, as well as the impact of the new protocol on their internal processes: design decisions, manufacturing, and supply chain management. The proximate decision point in the case is whether the company should replace the polyvinyl chloride (PVC) material in the arm pads of the Mirra chair. PVC was a highly toxic material to manufacture and dispose of and thus violated the C2C protocol. However, it was the standard material for arm pads and many other parts in the office furniture industry as it was durable, scratch resistant, and inexpensive. To switch to thermoplastic urethane (TPU), a more environmentally friendly material, for the Mirra Chair arm pad required at least modification of a production tool, or possibly a completely new tool. In addition, the cost of TPU was higher than PVC. There was also uncertainty about how consistent the quality of the arm pad would be with TPU.

Spreadsheet supplement for case 607-003.

Provides a set of easy, step-by-step guides for some analytical techniques that are useful in the analysis of cases discussed in the course "Competing and Winning Through Customer Information"(CWCI). The instructions that follow use datasets from three of the cases in this course: Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel; MercadoLibre.com; and Bancaja: Developing Customer Intelligence (A). These datasets are available upon request from the author.

Dr. Nicholas Burns, a sole practitioner dentist in a small town in Ontario, is considering the purchase of a new dental laser which allows dentists to perform certain dental treatments without anesthesia. He wondered if the benefits of the new dental laser would justify the expenditure. Dr. Burns knew he should consider whether the technological advantage offered by the new dental laser would improve his office's profitability and the possibility that a different technology may become the standard in the industry.

The founder and president of I-Love-Stickers.com (ILS), a web-based sticker subscription service, was wondering how she could best continue to market the firm to increase subscriptions for all the sticker packs. Her final MBA exams, countless deadlines, the birth of her baby, and the June summer rush period for the business were all approaching rapidly. In addition to these concerns, she also planned to open a sushi restaurant in London later in the spring. She wanted to solidify her plan of action for ILS for the remainder of the year without delay.

Westin Hotels and Resorts adopted a new "lifestyle" brand strategy which provided guests with a new service experience. The dilemma Westin faced was how to operationally build a brand that delivered consistent service on intangible values.

Describes the joint efforts of the German health plan KKH and Essen University Hospital to develop an integrated practice unit (IPU), and the West German Headache Center's efforts to improve the quality of migraine care. Provides an overview of the German health care system detailing its provider, health plan, and reimbursement structure. Following new legislation in 2004, which allowed health plans and selected providers to contract outside of the regular group purchasing scheme, KKH and Dr. Deiner of Essen University Hospital developed a novel delivery structure for migraine care. Challenges and hurdles to implementation are described for both the health plan and the IPU. Provides detailed data to allow students to evaluate success, identify current challenges, and recommend improvements to the integrated care system.

Your problem solvers could not only be out in the wider world, but also in the wide reaches of your own organization.

Six Sigma has become a popular management philosophy adopted by several large companies including Maple Leaf Foods as a means of reducing waste systematically. The plant manager at the Rivermede plant is preparing for a meeting with the senior manager to discuss the new initiative Six Sigma @ the Edge. Based on the success of Six Sigma at this plant, it was chosen as a pilot for this new initiative. Students will develop a deeper understanding of Six Sigma and the challenges associated with embedding it in the organization.

The operations manager at Halton Recycling was becoming increasingly dissatisfied with the inefficiency caused by its three-streamed recycling system. City Hall aimed to increase the current 35 per cent waste diversion rate to the provincial goal of 60 per cent within three years. The operations manager wondered if the single-stream operation would contribute to a cost reduction and an efficiency improvement, providing the company with significant competitive advantages by the time of the contract renewal later that year.

Few executives question the idea that by redesigning business processes--work that runs from end to end across an enterprise--they can achieve extraordinary improvements in cost, quality, speed, profitability, and other key areas. Yet in spite of their intentions and investments, many executives flounder, unsure about what exactly needs to be changed, by how much, and when. As a result, many organizations make little progress--if any at all--in their attempts to transform business processes. Michael Hammer has spent the past five years working with a group of leading companies to develop the Process and Enterprise Maturity Model (PEMM), a new framework that helps executives comprehend, formulate, and assess process-based transformation efforts. He has identified two distinct groups of characteristics that are needed for business processes to perform exceptionally well over a long period of time. Process enablers, which affect individual processes, determine how well a process is able to function. They are mutually interdependent--if any are missing, the others will be ineffective. However, enablers are not enough to develop high-performance processes; they only provide the potential to deliver high performance. A company must also possess or establish organizational capabilities that allow the business to offer a supportive environment. Together, the enablers and the capabilities provide an effective way for companies to plan and evaluate process-based transformations. PEMM is different from other frameworks, such as Capability Maturity Model Integration (CMMI), because it applies to all industries and all processes. The author describes how several companies--including Michelin, CSAA, Tetra Pak, Shell, Clorox, and Schneider National--have successfully used PEMM in various ways and at different stages to evaluate the progress of their process-based transformation efforts.

Faurecia is a world-class player in the automotive components sector, active in four main areas: automotive seating, vehicle interiors, exhaust systems and front-end module. With some 60,000 employees, 160 industrial sites and presence on four continents, Faurecia, is the third largest car seat supplier worldwide and among the twenty largest suppliers to the automotive industry. The ESMT case study focuses on the passenger car seating business unit (its largest in terms of revenues), analyzing the evolution of the supply chain for car seats, its market demand, the evolving business model imposed by carmakers and the impact it has on sourcing and manufacturing. The central issue of the case is how Faurecia should organize its new product development process in order to increase its performance and involve its customers and its suppliers earlier in the process. The case provides an opportunity to discuss how a large multinational company can leverage a changing market demand by tuning its business model and adapting its product offering while staying abreast of competition with increasingly innovative solutions.

Makers of nondurable goods should focus on keeping customers'--not just retailers'--shelves fully stocked.