個案總覽

Roger Caracappa must negotiate a cost-saving, innovative proposal from a potential French supplier that could displace the otherwise satisfactory, long-time incumbent supplier. Shortly after being promoted to executive vice president of the Estee Lauder Companies with global packaging as a key responsibility, Caracappa had to assess a recent proposal he had received from a small French company that had patented a packaging innovation. The innovation could save the Estee Lauder Companies some $4-$5 million per year if Caracappa championed it, negotiated a deal to use it, and if it were adopted by Lauder's key brands. If the new packaging functioned as promised, the consumer would not perceive any change in the high quality, stylish packaging that was essential to the luxury image of the firm's brands. But if the new packaging caused production, delivery, or quality problems, the supposed savings would be quickly forgotten and Caracappa would bear a heavy responsibility both for the problems and for disrupting an otherwise satisfactory relationship with the long-time incumbent supplier.

After widely-publicized complaints of destructive guests and unreliable hosts, online apartment rental site Airbnb explores mechanisms to facilitate trust between guests and hosts. Flexible online reputation systems can collect and share information with ease, but Airbnb must decide which information guests and hosts should have to provide and how much flexibility each should have in selecting whom to do business with. A full-featured system could provide all the information users have been requesting, but would it be too complicated for routine use?

A young and upcoming French executive in a global technology company is sent to Moscow as deputy managing director to turn around the Russia subsidiary. He must report to the subsidiary's managing director (a large reason for the organization's underperformance) and to corporate. In his first three months, he took steps to prepare the organization for change. Yet the lack of more tangible actions and results leaves him open to criticism from subsidiary employees and pressure from corporate executives. How can the young executive unfreeze the situation and get movement?

In 2010, Recreational Equipment, Inc. (REI) considered adding photovoltaic solar panels to the roofs of some of its facilities. This was driven by both financial and environmental considerations. In 2008, the company had added solar panels to 11 buildings in a project ("Phase 1") that was justified largely as a learning exercise. The new project ("Phase 2") would have to meet both financial and environmental objectives. The case describes the company's experience with solar power generation as well as providing representative assumptions for parameters in the financial analysis. An Excel spreadsheet is available for students, incorporating the basic analytical methodology used by REI.

The chairman and CEO of the Genzyme Corporation, one the country's top five biotechnology firms, has received a phone call requesting a meeting with the cofounder and principal of a large hedge fund that now has a 2.6% stake in his company. Before meeting with him, the CEO is aware that he needs a strategy for dealing with this "activist" investor with a track record of forcing out CEOs.

This case provides an historical description of the differences between the Apollo Space Program era and the Space Shuttle Program as a backdrop for the teleconference that occurred the night before the Challenger shuttle disaster. Roger Boisjoly (Morton Thiokol engineer and central character) tries to persuade NASA to postpone the Challenger launch that included Christa McAuliffe, the teacher participating in the Teacher in Space program. He is rebuffed by NASA management since the condition of gas blow-by existed on several successful launches. The priorities and constraints facing NASA led a culture of "fix and fly" that blinded them to the need for a major redesign of the solid rocket booster.

The Madurai District Cooperative Milk Producers' Union Ltd. also known as Madurai Aavin Milk Dairy (MAMD) has been one of the largest dairies in the southern part of Tamil Nadu, India. One of the major activities in the MAMD's supply chain was to procure milk from the farmers and also to provide necessary technical input facility to them. The procurement was carried out by forming village-level milk producers' cooperative societies (MPCS). The supply of raw milk to MAMD from the farmers around Madurai is decreasing, whereas the demand is increasing. Several strategies are explored by Aavin to meet the demand for their main product, "premium milk". Aavin faces two challenges: 1. Forecasting the demand for premium milk and 2. Meeting the demand in an optimal manner that would maximize their profit.

Adam Baker is a promising young COO at Straus Event Specialists and the protege of CEO Merwyn Straus, who acquired him along with his failed company, Tallyrymple, a few years ago. Adam suggested that SES and two partners invest in a chain of hotels, and now he wants to run the new business. "That door isn't open to you" is Merwyn's response. "Let it go," says Adam's friend Kaleeb. "Be more aggressive," says Kaleeb's wife. Adam must decide whether to push Merwyn to give him the job. Commentary by Marshall Goldsmith, a leading executive educator and coach, and Richard C. Kessler, the CEO of a group of 10 boutique hotels in the U.S.

Adam Baker is a promising young COO at Straus Event Specialists and the protege of CEO Merwyn Straus, who acquired him along with his failed company, Tallyrymple, a few years ago. Adam suggested that SES and two partners invest in a chain of hotels, and now he wants to run the new business. "That door isn't open to you" is Merwyn's response. "Let it go," says Adam's friend Kaleeb. "Be more aggressive," says Kaleeb's wife. Adam must decide whether to push Merwyn to give him the job.

Adam Baker is a promising young COO at Straus Event Specialists and the protege of CEO Merwyn Straus, who acquired him along with his failed company, Tallyrymple, a few years ago. Adam suggested that SES and two partners invest in a chain of hotels, and now he wants to run the new business. "That door isn't open to you" is Merwyn's response. "Let it go," says Adam's friend Kaleeb. "Be more aggressive," says Kaleeb's wife. Adam must decide whether to push Merwyn to give him the job. Commentary by Marshall Goldsmith, a leading executive educator and coach, and Richard C. Kessler, the CEO of a group of 10 boutique hotels in the U.S.

Bell, Nortel and Chapleau, Ontario, set out to transform the community of Chapleau through the deployment of technology and business solutions. Together they deploy a wireless broadband network in town, providing mobile internet access to the 2800 residents and town visitors. They also worked with the town's five schools, hospital and local businesses to identify and deploy business solutions. The hospital is given an indoor wireless network, an upgraded telephone system and additional computers. The schools are given laptops, wireless access, multimedia equipment, and teacher training. The community itself, in addition to the free wireless broadband service, is provided with a community portal, computer training and free access to a myriad of technologies. The local community centre is set up with multimedia equipment. University researchers are brought in to study the impact of the technology on the community, small businesses, health and education. A diabetes healthcare trial is launched. Employment is provided to 5 local residents. Over the course of two years, millions of dollars are spent and much is learned, by not only Bell and Nortel but also the community itself, government (federal, provincial, municipal) and others. Bell and Nortel create lasting relationships with community members. A degree of interdependence is established. Almost two years later, the project is nearing its end. The Chapleau Town Council voices their concern about what will remain in the community. They request sustainability solutions for the investments made by the project team. The steering committee must determine the needs and saliency of the project stakeholders and propose a sustainable solution.

The case is designed to generate a discussion concerning the motivations and risks of initiating policies of corporate ethics and social responsibility and the potential advantages and disadvantages of embracing these policies. It describes a situation in which an international giant in the tourist and hospitality industry must make a choice between profit maximization and the risk that a new venture has potential for contributing to sex trafficking and the sexual exploitation of children. As such, it looks at the role of the travel and tourism industry in the sexual exploitation of children, including the ways in which airlines and hotels transport pedophiles to countries where children are available for exploitation. It also discusses national and international law and remedies regarding the sexual exploitation of children. By focusing on the Chief Executive's commitment to children and to combating child sex trafficking, the case encourages undergraduate and graduate-level students of business ethics, corporate social responsibility and leadership studies to consider the competing demands of business opportunity and social responsibility and the obligations business leaders must assume toward resolving moral issues. The case calls attention to the challenges of corporate social responsibility in a complex world

Rait Kalda, vice president of operations for AS Estonian Air, faced a challenge: how should Estonian Air address projected increases in intra-European flight demand in light of high fuel costs, competitive challenges, economic uncertainty, and last year's net loss? If Kalda's assessment led to expanding Estonian Air's fleet, he had to decide which plane model would achieve operational efficiencies, satisfy load factor requirements, and meet various other performance and financial metrics. In order to fully comprehend Kalda's challenge, the case first presents the reader with a brief synopsis of Estonia's economy; the airline industry; and the three types of competitive airline industry groups- legacy carriers, low cost carriers, and regional carriers. This is followed by an overview of Estonian Air's competitors and its opportunities for growth. The case provides detailed information regarding the advantages and disadvantages of the Boeing 737 Jet, the Bombardier Q400 Turboprop, and a used Saab 340A turboprop. Finally, the case summarizes Estonian Air's internal analysis and growth strategy, with pertinent input from conversations between Rait Kalda and the vice president of finance and administration, Andrus Aljas. Students are required to complete an operational analysis on factors such as capacity, fuel savings, and utilization rates. If Estonian Air does indeed decide to expand, the case states that the airline will continue with its past practice of leasing the aircraft. Using current financial statements, as well as information presented in the case, students can also prepare a basic net present value (NPV) model and scenario analysis for leasing each of the aircraft alternatives. Finally, students have the opportunity to combine both qualitative and quantitative factors to support their analysis.

In early 2010, Paul Conforti of Finale, the Boston-area premium dessert restaurant, decided to replace its more traditional mystery shoppers with Survey on the Spot to collect market research data. Survey on the Spot uses a smart phone-based 'app' to collect data from actual customers in real time. Based on early results, Conforti was concerned that the results might be 'too good' and his decision to end mystery shopping might be precipitous. Students can evaluate both the new market research technique and the conclusions drawn from the information. Note: Finale and Survey on the Spot is one of two companion cases. The companion case, Finale - Just Desserts, deals primarily with data analysis and data interpretation and has an SPSS data set available. Finale and Survey on the Spot allows students to deal with the managerial implications of the data.

In early 2010, Paul Conforti of Finale, the Boston-area premium dessert restaurant, decided to replace the more traditional research methods with Survey on the Spot mobile surveys to collect market research data. The company used a smart phone-based 'app' to collect data from actual customers in real time. With early results in, Conforti found that while Finale was getting positive results, he questioned whether his summary provided a complete picture and has asked market researcher Felicity Klass to do a more thorough analysis. Students have access to the mobile survey data and can perform their own analysis, drawing conclusions and making recommendations to the restaurant co-founder, based on stated goals for the survey. Note that Finale-Just Desserts is one of two companion cases. This case, Finale - Just Desserts, deals primarily with data analysis and data interpretation and has an SPSS data set available.

In June 2010, New Zealand "ecopreneur" Grant Hall needed to make some hard decisions regarding the future of his company, Good Water. He had started the company with the vision of wanting to sell water in bottles made from local biomass, with the used bottle waste separated, recycled, and transformed into plant containers. These would biodegrade to support new plant-life and eventually local biomass for further production of water bottles. A number of key partners had come together in the wider Good Water Project to develop a revolutionary square, biodegradable, plant-based plastic PLA bottle. These included an environmental trust, the Sir Peter Blake Trust, to which Good Water donated a small percentage of the sales revenue from each bottle. The Good Water Company, selling water in these bottles, had started making a small profit. Grant believed a tenfold increase in PLA bottle sales volume would result in PLA making up the required level of 3-4% of plastic bottles recycled. That level would mean PLA was likely to be separated in the waste stream in New Zealand, and allow his vision to become a reality. Grant had convinced one competitor to adopt the PLA bottle, but overall, PLA volume was still way too low. Grant had also just been told that the Good Water Company's own sales volume did not justify shelf preference at a major supermarket chain - and he knew the business was not well-capitalized to take on a further investment in the bottled water industry that was dominated by two big players. He had called a meeting of his staff to discuss with them how to reconcile his environmental vision with a viable business model.

Briefly describes content of case. In August 2008 two young entrepreneurs created the iPhone application iBART, which offered instant access to all of the San Francisco Bay Area Rapid Transit information. After achieving rapid success, they were at a critical juncture with their start-up. How could they monetize their app? What growth strategies should they pursue for their company?

The owner of Mundell & Associates is making plans to embark on a significant remake of the company culture. To that end, he is considering specific, concrete changes in company policies and practices in order to more fully embed his faith convictions and spiritual values in the culture of the company and the consciousness of employees. Those values have always been present and active in shaping the business; the company is one of the largest companies participating in the Economy of Communion (EOC) project, a worldwide, faith-based, effort to humanize economic activity through use of thoughtful business practices and profit redistribution. The owner is convinced that being an EOC company requires more than sharing profits or following particular practices. It means being an actual community, one marked by the involvement and engagement of all employees. The way forward is not at all clear and so the owner, and students, must consider several possible options, weigh the advantages and disadvantages of different organizational behavior approaches, and devise a concrete course of action.

The Nature Centre was a non-profit organization created in 1972 to manage public outreach and access in the Gault reserve on the Mt St-Hilaire mountain, 40 km south of Montreal. Beyond conservation and recreation, the 2001 new mission included the promotion of the conservation of the region's natural environment. The inclusion of this new regional focus led to the recruitment of Marc-André Guertin and the creation of the Conservation Team. The case introduced the challenge faced in early 2006 by Marc-André Guertin, Project Coordinator of the Conservation Team at the Nature Centre when he received a contract proposal for a biodiversity assessment to be conducted in a regional municipal county located 58 km away, i.e., far out of the Nature Centre's usual scope of action. He was considering this decision based on (1) the broader context of the organization's mission, (2) the management of his team, (3) the scientific value of this assessment for his team, and last, (4) the financial dimension of this assessment on his team's tight resources

In the summer of 2008, Nipissing University announced their intent to launch a men's varsity hockey team. Since that time, excitement had been mounting throughout the halls of Nipissing University and within the local community of North Bay, Ontario. It had been a long and at times, challenging journey to bring this team to fruition but with the help of a private group of investors, the Nipissing University Lakers men's varsity hockey team would finally hit the ice in September 2009 and kick-off a much anticipated inaugural season. In January 2009 the Lakers Hockey marketing committee gathered to discuss how best to promote this new team. The Lakers would be playing in North Bay's largest recreational facility - Memorial Gardens, which had a total building capacity of 4,048. Their objectives were clear - the coveted Lakers varsity hockey team would have to garner widespread support and maximize fan attendance. With approximately nine months until the opening game, the marketing team focused on developing the most effective marketing plan to realize these objectives. On March 2nd, they would present their recommendations to the Lakers ownership group for final approval and implementation.