個案總覽

OP4.com, an Internet portal for teenagers, had just celebrated six months of existence. The co-founders of OP4.com knew that the internal culture had to reflect the identity of its Web site, so they wanted to cultivate a savvy, hip staff. They used unique methods to evaluate a prospect's fit into the company and some unorthodox training and feedback systems. With profitability being the next key step, they had to determine how to maintain this culture through the next stage of growth; one which would result in the creation of business units and formal reporting structures for staff.

Silent Witness Enterprises Ltd. was one of Canada's fastest growing technology-based firms. The 14-year-old publicly traded company created a new market niche in the security surveillance industry by introducing novel applications of VCR-based technology. The company's founder forecasted growth that would take the company from annual revenues of $34 million in 1999 to $250 million by 2005. In achieving these goals, he must decide how to balance the need to sustain innovation and new product development, while at the same time, develop the capabilities needed to manage the firm's increasingly complex operations.

Procter & Gamble reorganized its operations and created Global Business Units with Market Development Organizations (MDO) to augment the brand strategy work. This reorganization supported changes in culture that included reasonable risk taking. The marketing director of Procter & Gamble Canada was evaluating the potential success of launching a new product, Febreze, by using volume analysis resources available to her. The results indicated that Febreze would be a relatively small business opportunity, but the model could not take into account the various new MDO marketing tools that were not yet available. To justify the cost of launching the product, revenues would have to be significantly more than the volume model predicted. While trying to adjust to the new culture, she had to evaluate the risks associated with launching the product not knowing if the new tools would generate the additional volumes needed, and the risk of losing the competitive edge if she postponed the launch. A 30-minute video, product 7B00M005, is also available. The second case in this series, Procter & Gamble Canada (B): The Canadian MDO (product 9B00M006) discusses the strategy behind the changes and the implications to the Canadian group.

Organization 2005, the latest initiative by Procter & Gamble (P&G) worldwide, was put in place to help double revenue growth between 2000 and 2005. The reorganization aligned the company so that planning and managing the lines of business were done on a global basis. The company's culture, its structure and how work would be done were three key items that would be impacted by the changes. The newly appointed president of P&G Canada reflected on the strategy behind the changes, the implications of the organizational change, and the message he wanted to deliver as he prepared to address the Canadian employees. A 30-minute video is also available. The first case in this series, Procter & Gamble Canada (A): The Febreze Decision (product 9B00M005) discusses the challenges faced by the marketing director of P&G Canada while launching a new product during these changes.

The chief executive officer of the venture capitalist Portal Investments had to decide whether to invest in eHarvest.com, a company with a vision to become the worldwide Internet portal for production agriculture. To do so, he needed to examine Portal Investment's strategic objectives; eHarvest.com's business model and the challenges and opportunities it faced in carrying it out; and issues related to valuation and deal structuring.

The founders of iCraveTV had a great idea for a potentially lucrative market segment: retransmitting network broadcast television signals to Internet-connected PCs, reaching a worldwide extension market. There were several resourcing obstacles to overcome while entering the fiercely competitive broadcasting industry and building competitive advantage: obtaining rights to the programs, securing paying advertisers, retaining viewers, having sufficient cash and management expertise. Several issues remained unresolved as they moved towards the launch of iCraveTV: negotiating rights from each of the content syndicators or attempting to pay Internet royalties for the programming; and preventing U.S. users from accessing the Canadian site since iCraveTV was legally permitted to retransmit television signals already carried on Canadian cable channels, but due to differences in regulation, it might face U.S. broadcast industry objections if U.S. audiences found access to the iCraveTV signal. A supplemental case, iCraveTV.com (B): The Aftermath of the Pennsylvania Injunction, product 9B01M010, is available.

<p style="color: rgb(197, 183, 131);"><strong> AWARD WINNER - Regional Asia-Pacific Case Writing Competition</strong></p><br>Spin Master Toys was a Canadian manufacturer of toys ready to produce its latest product, E-Charger, an electrically powered model airplane. The operations manager had to decide which supplier should design and manufacture this new product. The timeframe from design to delivery was very short, requiring an accelerated development schedule. The company had a short list of two potential companies, both located in the major toy manufacturing district of southern China, near Hong Kong. The operations manager had to develop the appropriate criteria for this decision and evaluate the two suppliers. With relatively little information and already behind schedule, the company must make its decision in the face of considerable uncertainty. The supplemental cases Spin Master Toys (B): A New E-Chargers Supplier? (product 9B01D002) and Spin Master (C): Keeping the E-Chargers' Wings On (product 9B01D003) follow the progress and the challenges of the production of the E-Charger.

When Blindstogo.com, the online project of Blinds To Go (BTG), was first proposed in mid-1999 its board of directors was lukewarm to the idea. However, after six months of operation and seeing other retailers start to go online and the tremendous valuation being given to dot.coms, the board was encouraging BTG to devote more resources to the project. Plans were already in place to further expand their retail store network. Senior management at BTG had received sales, spending and survey results from their retail e-commerce venture. Data obtained from the Web site indicated that the people who visited the site were the same people that visited the stores. The vice-chairman of BTG wanted to evaluate the results of this online venture by examining the fit of the e-commerce project within the overall business strategy, to determine where resources should be focused.

The vice-president of National Hockey League Enterprises Canada is faced with an opportunity to pursue the development of a retail outlet dedicated to Brand NHL merchandise. He must decide among three implementation options: retain control of the facility, relinquish control to a management firm or retain operational control. This case is suitable for an introductory business course and may be taught over two one-hour classes.

PacificLink iMedia was a Hong Kong based Internet marketing company that specialized in Web design using Flash technology. The company had grown six-fold since its inception 18 months ago. The directors of the company anticipated that the company would double in size in the next six months, and they were considering moving into three new markets, as well as into new business areas. The concepts of competitive advantage in the Internet industry, and the structure of this industry are introduced from the perspective of a company that provides business services. See also the second and third cases in the three-part series, 9B09M023 and 9B16M202.

South African Breweries (SAB) was the only profitable international brewer in the crowded and hyper-competitive beer market in China. SAB's keen understanding of emerging market environments allowed it to develop a unique strategy for the Chinese market. This resulted in large market shares in each of the provinces in which it was present. However, SAB and its joint venture partner, China Resources Enterprise, only served five per cent of China's immense population. The managing director was faced with decisions: how to expand to other markets where SAB's approach would be replicated, how SAB could expand its successful business model to new markets, and what would happen when it ran head-to-head with a global giant or a well-positioned local competitor.

Two young university graduates evaluate the possibility of introducing a new room reservation system for tourists in Greece, replacing some of the unreliable existing methods. Recent improvements in the telecommunications grid and the emergence of several Internet service providers across Greece, coupled with existing hardware and software technology, paved the way to a window of opportunity for their Ikaros Project, a collection of transactional interactive networked kiosks. The kiosks would allow customers to obtain real-time information on hotel room availability and make their reservations. Convinced that the system would be accepted by the tourists, there were still many considerations to be researched and resolved: acceptance of the system by the hoteliers, connection costs, system capacity, pricing and the system architecture.

The Canadian Imperial Bank of Commerce (CIBC) is a large Canadian financial institution with seven million customers. This three-case series outlines the challenges faced by the bank in designing and implementing a customer profitability management system. The vice-president of strategy development, personal & commercial banking, received approval to develop a customer profitability system. The system would help to determine: who were the bank's profitable customers, how to acquire and retain those customers, and how to change behavior to convert unprofitable customers or make profitable customers more so. There were accounting, business and technology issues to be resolved. The supplemental (B) and (C) cases (products #9B00B015 and 9B00B016), follow through by examining how the data on the system could provide the bank with a competitive advantage, and the challenges of implementing the system.

Canadian Closures was a joint venture (JV) between the Australian firm, Melbourne Closures (Melbourne), and Macklin Breweries (Macklin) which was based in Canada. The JV manufactured beer bottle caps based on Melbourne's technology; its only customer was Macklin's 10 breweries. Continuing product quality and performance problems resulted in the general manager being replaced. The new general manager was faced with the challenge of resolving these issues and balancing what was best for the parent companies in the short-term and what was best for the JV in the long-term. Macklin wanted reimbursement for faulty caps, which would have a significant impact on the profit objectives that both parent companies expected the JV to meet. The general manager had to find a solution that would satisfy both parent companies while minimizing negative impacts on the JV's results. The supplemental case, Canadian Closures (B), product 9B00M020, presents what happened and addresses another challenge later in the JV's life cycle.

An associate director at Scotia Capital Markets must make a recommendation to his client, Empire Company Limited (Empire), regarding a possible bid for rival Oshawa Group Limited (Oshawa). Both companies are in the food retail and wholesale business. Empire was based in Atlantic Canada, with an expanding presence in Ontario and Quebec, while Oshawa competes on a national basis. There were increasing public signals and rumors that suggested that Oshawa's controlling shareholders (the Wolfe family), might be willing to entertain an offer for the company. To get a clearer picture of the value of the company, the associate director performed a discounted cash flow analysis and comparable analyses to determine the stand-alone and synergy values of the acquisition target. He also had to consider the methods of financing the acquisition and examine the effect of the ownership structure on the market for corporate control.

The owner of a successful restaurant was approached by his landlord to re-open a restaurant he used to have, the Paragon, under extremely attractive lease terms. He had been considering suggestions from his head waiter that the two of them open a restaurant together, but had not heard of any appealing options until this recent offer. While he knew this was a good offer, he wanted to lay out a precise business plan and thoroughly assess the potential costs of reopening and running the Paragon before making any commitments. Moreover, he strongly questioned whether the income from a second restaurant would be enough to outweigh the stress and risk related to getting involved with an inexperienced partner.

An AmeriChem Inc. plant was maligned at a corporate board meeting with accusations of general abuse of alcohol and drunkenness on the job. The health and safety manager knew that the groundless claims could completely destroy the plant's already doubtful reputation and he had to decide whether to respond and how. The problems are analytically challenging and not clearly defined; they concern the difference between the inter-relation of individual and collective interests. The various aspects of the problem need to be separated and addressed, and the issues must be considered in all of their relevant contexts, making students aware that decisions are most often made in a complex environment requiring diverse thinking and balancing skills.

Blue Mountain Resorts had been driving its business with a service quality program for several years, which the vice-president of human resources was responsible for coordinating. With a new ski season underway, and the critical Christmas season approaching, he wanted to continue progress of the program by introducing a new set of initiatives. He had recently gathered together a team of Blue Mountain Resort managers, from a variety of different areas in the company, to identify opportunities to improve service quality. The group provided three proposals that he felt warranted consideration. At the upcoming executive team meeting, he would be expected to set the priorities for the coming year and recommend what action, if any, should be taken for each. He had to decide which programs made the most sense for immediate action and which ones required additional study and analysis. Each of the proposals affected different parts of the organization, so he also needed to be concerned about who else in the company should be involved in further evaluation and implementation.

One of the founders of a small business owners' purchasing cooperative organized four months earlier, was reflecting on its successful performance. The members of the co-op were willing to share responsibilities in the management of the co-op's primary activities of obtaining price quotes, invoicing members, and making delivery arrangements. The members were currently considering the possibility of extending the types of materials purchased collaboratively to services such as photocopying and printing of brochures and business cards. She wondered how best to promote the growth of the purchasing co-op and therefore, needed to create an action and implementation plan, considering: membership size, types of products and services purchased, qualitative and quantitative benefits of co-op involvement, vendor management and allocation of resources.

A real estate appraiser has been hired by a law firm as a consultant in a dispute over the price of a piece of commercial real estate. He used traditional methods of real estate valuation, whereas the opponents in the dispute used multiple linear regression analysis to determine the value of the property, and arrived at a higher estimate. The appraiser has never used linear regression analysis before but needs to respond to this alternate valuation method.