BA 388T - Strategic Management - Jemison - 02320.Docx (1)

7/21/2019 BA 388T - Strategic Management - Jemison - 02320.Docx (1)

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STRATEGIC MANAGEMENTTEXAS EXECUTIVE MBA PROGRAM

FALL 2011

Professor Davi B! "e#iso$CBA %!2%2 Te&e'(o$e )*1+,*-*Davi!"e#iso$.#//o#s!e3as!e

Te3s4 Porer5 Mi/(ae& E! Co#'eiive Srae67! 8Ne9 :or;4 Free Press5 &<<,=!

Course Description

Pers'e/ive a$ T(e#esT(is /orse is ao (e /reaio$ a$ #ai$e$a$/e of a &o$6+er# visio$ for (e or6a$i>aio$!

T(is #ea$s (a i is /o$/er$e 9i( o( (e eer#i$aio$ of srae6i/ ire/io$ a$ (e #a$a6e#e$ of (e srae6i/ 'ro/ess! As s/(5 i ea&s 9i( (e a$a&7i/a&5 e(aviora&5 a$ /reaive as'e/s of si$esssi#&a$eos&7!

T(e /orse is or6a$i>e aro$ si3 (e#es i$ srae6i/ #a$a6e#e$4 (e ro&e of (e 6e$era&#a$a6er5 (e /o#'o$e$s of si$ess srae675 /or'orae srae67 eve&o'#e$5 ivisio$a&+&eve& srae67eve&o'#e$5 #a$a6i$6 srae6i/ /(a$6e5 a$ (e eve&o'#e$ of 6e$era& #a$a6ers!

Or 'ers'e/ive i$ (is /orse is (a of (e &eaer 9(ose res'o$sii&i7 is (e &o$6+er# (ea&(of (e e$ire fir# or a #a?or ivisio$! T(e ;e7 as;s i$vo&ve i$ 6e$era& #a$a6e#e$ i$/&e (eee/io$ of a$ aa'aio$ o e$viro$#e$a& /(a$6e@ (e 'ro/re#e$ a$ a&&o/aio$ of resor/es@ (ei$e6raio$ of a/iviies a/ross s'ars of (e or6a$i>aio$s@ a$5 a (e #os se$ior &eve&s5 (eeer#i$aio$ of 'r'ose a$ (e sei$6 of /or'orae ire/io$!

Ge$era& #a$a6ers5 fro# or 'ers'e/ive5 are #a$a6ers 9(o are i$ (e 'osiio$ o #a;e srae6i/e/isio$s for (e fir#! Noe (a s/( #a$a6ers are $o 6e$era&iss i$ (e se$se (a (e7 $ee o ;$o9a &i&e i of ever7(i$65 $o ver7 #/( of a$7(i$6! To e effe/ive5 6e$era& #a$a6ers $ee o (avei$+e'( $ersa$i$6 of (e 6e$eri/ 'ro&e#s i$ a&& (e re&eva$ f$/io$a& areas! Fr(er#ore5 (e7#s e a&e o ea& 9i( 'ro&e#s a$ isses a (e &eve& of (e oa& e$er'rise a$ is re&aio$s(i's9i( re&eva$ e3er$a& e$viro$#e$s!

F$/io$a& s'e/ia&iss /a$ e$efi fro# (e 6e$era& #a$a6e#e$ 'ers'e/ive eve$ (o6( (e7#a7 $o e 6e$era& #a$a6ers! Ever7 f$/io$s a/io$s s(o& e /oori$ae 9i( (e overa&& $ees of(e si$ess! I$ fa/5 f$/io$a& s'e/ia&iss are (e 'eo'&e o$ 9(o# 6e$era& #a$a6ers #s re&7 oi#'&e#e$ (eir srae6ies! Si$/e s/( f$/io$a& #a$a6ers /a$ e s?e/ o so'i#i>i$6 'ressre5(e7 oo $ee o $ersa$ (e 6e$era& #a$a6ers 'ers'e/ive!



Co#'o$e$s of (e Corse

T(e 'ervasive /o$/e' i$ (is /orse is (a of srae67! e 9i&& sar or s7 of srae67 a (e si$ess &eve& a$ e3a#i$e (e /(a&&e$6es of #a$a6i$6 a fir# /o#'ei$6 i$ a si$6&e i$sr7! A$i$e6ra& 'ar of (is s7 9i&& e a$ e3'&oraio$ of (e /o#'o$e$s of srae67 a$ (o9 (e7 var7 a#o$6varios sei$6s a$ siaio$s! I$ #os &ar6e a$ #ei#+si>e fir#s5 /or'orae srae67 is iffere$fro# si$ess srae67 e/ase of (e #&i'&i/i7 of si$esses i$ 9(i/( (e fir# is i$vo&ve! e 9i&&e3'&ore (e iffere$/es i$ /or'orae a$ si$ess+&eve& 8or ivisio$a&+&eve&= srae6ies a$ (ereire#e$s ea/( '&a/es o$ #a$a6ers a iffere$ &eve&s i$ (e fir#! A ea/( &eve& of srae675/o#'eiive srae67 /o$sieraio$s 9i&& e /o$siere!

S//essf& 6e$era& #a$a6ers are (i6(&7 /o#'ee$ i$ 'ro&e# ie$ifi/aio$ a$ a$a&7sis a$(ave a sro$6 a/io$ orie$aio$! O$e 'r'ose of (is /orse is o 'rovie a$ e$viro$#e$ (a 9i&& a&&o97o o (o$e (ese s;i&&s5 9(i&e a (e sa#e i#e 6ai$ a /o$/e'a& $ersa$i$6 of (e srae6i/#a$a6ers as;!

Srae6i/ #a$a6e#e$ is #ore (a$ a$a&7sis! To e sre5 srae6i/ a$a&7sis is a #a?or 'ar of (is/orse5 a$ 9e 9i&& e3'&ore a$ a''&7 severa& a$a&7i/a& e/($ies for 'osiio$i$6 a fir# or a si$ess

$i 9i(i$ a /o#'eiive e$viro$#e$! B srae6i/ a$a&7ses are /o#'&i/ae 7 (e rae+offs i$(ere$i$ a$7 siaio$! T(ese rae+offs ref&e/ (e fa/ (a or6a$i>aio$s /o$sis of #a$7 '&a7ers 9i(#&i'&e5 /o#'ei$6 o?e/ives! (e$ ea&i$6 9i( (ese rae+offs5 6e$era& #a$a6ers #s /o$fro$ (e ?6#e$a& isses i$vo&ve i$ esa&is(i$6 or6a$i>aio$a& 'r'ose a$ a&a$/i$6 e/o$o#i/ a$$o$e/o$o#i/ o?e/ives! To (e e3e$ 'ossi&e i$ ea/( /&ass5 9e 9i&& ae#' o a&a$/e (ese rae+offsa$ o es or ieas ao (e a''ro'riae re&aio$s(i's a#o$6 (e#!

Fi$a&&75 srae6i/ #a$a6e#e$ reires #ovi$6 e7o$ a$a&7sis a$ rae+offs i$o (e rea&# ofsrae6i/ a/io$! O$/e (e a$a&7i/a& 'ro&e# of se&e/i$6 a si$ess or /or'orae srae67 (as ee$ ea&9i(5 9e s(o& ;$o9 9(a o o! $o9i$6 (o9 o e3e/e (e se&e/e srae67 is esse$ia& o s//ess!To (e e3e$ 'ossi&e i$ ea/( /ase5 9e 9i&& /o$/er$ orse&ves 9i( (e varios /o#i$aio$s of s7se#s

8for e3a#'&e5 i$for#aio$5 /o$ro&5 re9ar5 e/!=5 or6a$i>aio$ sr/res5 a$ 'eo'&e $e/essar7 oe3e/e a 6ive$ srae67! e 9i&& es or ieas ao (e re&aio$s(i's e9ee$ srae67 a$ (ese o(ere&e#e$s as 9e 'ro/ee (ro6( (e /orse!

Ge$era& F&o9 of (e Corse

T(e assi6$#e$s are eai&e i$ a &aer se/io$! P&ease rea (ro6( (e# o 6e a$ iea of (es'e/ifi/ /o$e$ of (e /orse a$ ea/( /&ass #eei$6!

I$ 6e$era&5 9e 9i&& sar 9i( si$6&e+si$ess or o#i$a$+si$ess /o#'a$ies a$ 'ro/ee o

#&i'&e+si$ess /o#'a$ies! Si#i&ar&75 9e 9i&& e6i$ 9i( asi/ e/($ies of a$a&7sis a$ (e$e3'a$ a$ #oif7 (e# o fi a ra$6e of siaio$s! e 9i&& e3a#i$e #a$7 se/ors of (e e/o$o#7 8fore3a#'&e asi/ i$sries5 /o$s#er 'ro/s5 servi/e si$esses5 (7ris=! As 9e 'ro/ee (ro6( (e/orse5 (e /&asses a$ /ases se i$ (e# 9i&& i& o$ ea/( o(er i$ s/( a 9a7 (a (e ;$o9&e6ea$ s;i&&s 6ai$e i$ a$a&7>i$6 o$e sessio$ /a$ e se i$ ssee$ /ases! T(ro6(o (e /orse 9e9i&& #ai$ai$ or /o$/er$ 9i( o( a$a&7sis a$ i#'&e#e$aio$!



Reire Reai$6s

O$e oo; is reire for (e /orse a$ #os of is /(a'ers 9i&& e assi6$e! PorersCo#'eiive Srae67 'rovies a fra#e9or; for e3a#i$i$6 (e 9a7s i$ 9(i/( i$sr7 /(oi/e a$sr/re affe/ srae6i/ e/isio$s! Or reai$6s a$ is/ssio$s 9i&& (e&' s $ersa$ (o9 fir#sevo&ve $er (e i#'es of /o#'eiio$5 e/($o&o675 6over$#e$ a/io$5 a$ o(er #a?or /o$e3a&for/es! T(is i$ r$ reires a ee' $ersa$i$6 of (e f$/io$a& srae6ies asso/iae 9i( #ar;ei$65o'eraio$s5 fi$a$/e5 a$ (#a$ resor/es! T(s5 7o 9i&& $ee o ri$6 9(a 7o (ave &ear$e i$ o(er/orses a$ 7or /areer o ear i$ Srae6i/ Ma$a6e#e$! Par of or /(a&&e$6e i$ (is /orse 9i&& e oi$e6rae (ese f$/io$a& srae6ies i$o overa&& si$ess+&eve& a$ /or'orae+&eve& srae6ies a$ o/o$/er$ orse&ves ee'&7 9i( (e i#'&e#e$aio$ of (e /(ose$ srae6ies!

Course Objectives

Or /orse o?e/ives i$/&e4

1! Deve&o'#e$ a$ rei$for/e#e$ of a 6e$era& #a$a6e#e$ 'oi$ of vie9H(e /a'a/i7 o vie9 (e

fir# fro# a$ overa&& 'ers'e/ive i$ (e /o$e3 of is e$viro$#e$!

2! Deve&o'#e$ of a$ $ersa$i$6 of f$a#e$a& /o$/e's i$ srae6i/ #a$a6e#e$4 (e ro&e of (e6e$era& #a$a6er5 (e &eve&s a$ /o#'o$e$s of srae675 /o#'eiive a$a&7sis5 a$ or6a$i>aio$a&evo&io$!

%! I$e6raio$ of (e ;$o9&e6e 6ai$e i$ 'revios /orses a$ $ersa$i$6 9(a 'ar of (a;$o9&e6e is sef& o 6e$era& #a$a6ers!

)! Deve&o'#e$ of (ose s;i&&s a$ ;$o9&e6e 'e/&iar o 6e$era& #a$a6e#e$ a$ (e 6e$era&#a$a6ers ?o (a (ave $o ee$ /overe i$ 'revios f$/io$a& /orses!

-! Deve&o'#e$ of a$ a9are$ess of (e varios i#'a/s of e3er$a& e$viro$#e$a& for/es o$ si$essa$ /or'orae srae67!

! Pra/i/e i$ isi$6is(i$6 e9ee$ asi/ /ases of si$ess 'ro&e#s a$ ae$a$ s7#'o#s!

*! Pra/i/e i$ 9or;i$6 o si$ess srae6ies a$ i#'&e#e$aio$ '&a$s!

,! Deve&o'#e$ of (ais of orer&75 a$a&7i/a& (i$;i$6 a$ s;i&& i$ re'ori$6 /o$/&sio$s effe/ive&7 i$ o( 9rie$ a$ ora& for#!

<! Fa#i&iari7 9i( so#e of (e 'ra/i/a& rea&iies of r$$i$6 iffere$ 7'es of si$esses!

Leadership and this Course

T(e Te3as E3e/ive MBA 'ro6ra# is esi6$e o eve&o' i$f&e$ia& si$ess &eaers!Moreover5 (e MBA Pro6ra# (as ie$ifie for a#ie&7 roa5 7e f$a#e$a& 'i&&ars of &eaers(i'4;$o9&e6e a$ $ersa$i$65 /o##$i/aio$ a$ /o&&aoraio$5 res'o$sii&i7 a$ i$e6ri75 a$ a



9or&vie9 of si$ess a$ so/ie7! I s(o& e a''are$ fro# (e aove /orse es/ri'io$ a$o?e/ives (a (is /orse '&a7s a /rii/a& ro&e i$ (e&'i$6 7o eve&o' as a$ i$f&e$ia& si$ess &eaer! No si$ess &eaer i$ /o$e#'orar7 so/ie7 /a$ e effe/ive 9i(o a$ a''re/iaio$ for (e 'ers'e/ivea$ o'i/s (a /o#'ose srae6i/ #a$a6e#e$ J si$ess a$ /or'orae srae675 (e e$viro$#e$5/o#'eiio$5 or6a$i>aio$a& /(a$6e a$ i#'&e#e$aio$5 (e s7#o&i/ effe/ of o' e3e/ives5 a$ soo$! T(e Srae6i/ Ma$a6e#e$ /orse '&a7s a /e$ra& ro&e i$ 're'ari$6 7o o e/o#e a$ i$f&e$ia& si$ess &eaer!

COURSE PERFORMANCE MEASURES AND FEEDBACK

Perfor#a$/e eva&aio$ a$ feea/; 9i&& e ase o$ 7or 'erfor#a$/e i$ 9o iffere$sei$6sH/&ass /o$riio$ a$ 9rie$ 9or;!

I$+C&ass Co$riio$

I$ a 7'i/a& /&ass5 o$e or #ore se$s 9i&& e as;e o sar (e /&ass 7 a$s9eri$6 a s'e/ifi/esio$ or is/ssi$6 a s'e/ifi/ isse! Pre'araio$ of (e /ase 8i$/&i$6 (e assi6$#e$ esio$s= a$

asso/iae reai$6s s(o& e sffi/ie$ o (a$&e s/( a &ea+off assi6$#e$! Afer a fe9 #i$es ofi$iia& a$a&7sis5 9e 9i&& o'e$ (e is/ssio$ o (e res of (e /&ass! As a 6ro'5 9e 9i&& (e$ r7 o/o#'&ee (e a$a&7sis of (e siaio$ a$ aress (e 'ro&e#s a$ isses 'rese$e i$ (e /ase! e 9i&&a&so s'e$ i#e a&;i$6 ao (e i#'&e#e$aio$ of (ose re/o##e$aio$s a$ so#e of (e/o#'&e3iies of effe/i$6 /(a$6e i$ srae6i/ #a$a6e#e$ siaio$s!

Mos 6e$era& #a$a6ers s'e$ ver7 &i&e i#e reai$6 a$ eve$ &ess i#e 9rii$6 re'ors! T(evas #a?ori7 of (eir i$era/io$s 9i( o(ers are vera&! For (is reaso$5 (e eve&o'#e$ of vera&s;i&&s is 6ive$ a (i6( 'riori7 i$ (is /orse! T(e /&assroo# s(o& e /o$siere a &aoraor7 i$ 9(i/(7o /a$ es 7or ai&i7 o /o$vi$/e 7or 'eers of (e /orre/$ess of 7or a''roa/( o /o#'&e3 'ro&e#s5 a$ of 7or ai&i7 o a/(ieve (e esire res&s (ro6( (e se of (a a''roa/(! So#e of(e fa/ors (a (ave a$ i#'a/ o$ effe/ive /&ass /o$riio$ are (e fo&&o9i$64

1! Is (e 'ari/i'a$ a 6oo &ise$erK

2! Are (e 'oi$s (a are #ae re&eva$ o (e is/ssio$K Are (e7 &i$;e o (e /o##e$s of o(ersK

%! Do (e /o##e$s a o or $ersa$i$6 of (e siaio$K

)! Do (e /o##e$s s(o9 evie$/e of a$a&7sis of (e /aseK

-! Does (e 'ari/i'a$ isi$6is( a#o$6 iffere$ ;i$s of aa 8(a is5 fa/s5 o'i$io$s5 e&iefs5/o$/e's5 e/!=K

! Is (ere a 9i&&i$6$ess o s(areK

*! Is (ere a 9i&&i$6$ess o es $e9 ieas5 or are a&& /o##e$s safeK 8For e3a#'&e5 re'eiio$ of /asefa/s 9i(o a$a&7sis a$ /o$/&sio$s or a /o##e$ a&rea7 #ae 7 a /o&&ea6e!=

,! Is (e 'ari/i'a$ 9i&&i$6 o i$era/ 9i( o(er /&ass #e#ersK

<! Do /o##e$s /&arif7 a$ (i6(&i6( (e i#'ora$ as'e/s of ear&ier /o##e$s a$ &ea o a /&earersae#e$ of (e /o$/e's ei$6 /overeK

10! Does (e se$ as; esio$s ra(er (a$ &i#i 'ari/i'aio$ o o(ers esio$s!



T(e esio$s aove ea& 9i( o( (e 'ro/ess of /&ass /o$riio$ a$ 8of ea& or 6reaer/o$/er$= (e content of 9(a 7o sa7! As 9i&& e $oe ssee$&75 /&ass /o$riio$ 9i&& e a#a?or 'orio$ of 7or 6rae i$ (is /orse! Be/ase a&i7 /&ass /o$riio$ fi6res 'ro#i$e$&7 i$(is /orse5 (e GSB o$or Coe #a$aes (a 7o $o re&7 o$ $oes5 (a$os5 or /ases fro#se$s 9(o (ave a;e$ (is /orse 'revios&7!

rie$ Assi6$#e$s for Srae6i/ Ma$a6e#e$

T(ere 9i&& e (ree 'ie/es of 9rie$ 9or; reire for (is /orse5 o$e 9i( 7or s7 6ro'a$ 9o i$ivia& assi6$#e$s! Ea/( is es/rie i$ eai& e&o9! T(e s7 6ro' assi6$#e$ 9i&& eisrie a or A6s Se#i$ar! T(e firs i$ivia& assi6$#e$ is a$ a$a&7sis of a /ase 9e&& es7i$6 i$ (e /orse! T(e se/o$ is a #a?or 'a'er ao a srae6i/ isse fa/i$6 7or or6a$i>aio$!

S7 Gro' Pa'er

T(is assi6$#e$ 9i&& e isrie a (e A6s Se#i$ar a$ is e a (e e6i$$i$6 of /&assFria75 Se'e#er 2!

Firs I$ivia& Pa'er

T(e firs i$ivia&&7 9rie$ assi6$#e$ is a 'a'er /o$sisi$6 of (ree 'ars! T(e e3e/ives##ar7 is a #e#ora$# (a s(o& i$i/ae 7or overa&& eva&aio$ a$ (a s(o& e eve&o'e9i( (e e$es of &o6i/5 're/isio$5 'arsi#o$75 s'e/ifi/i75 a$ 6oo 6ra##ar! B&&e se$e$/es areo$&7 a//e'a&e if (eir #ea$i$6 is $eivo/a& a$ s'e/ifi/! 8For i$sa$/e5 a &&e sai$6 i$/reasesa&es is $a//e'a&e! I$ s/( a$ i$sa$/e5 7o s(o& sae 9(i/( 'ro/s 7o 9a$ o i$/rease (esa&es of5 (o9 #/( (e i$/rease s(o& e5 a$ (o9 7o 9i&& a/(ieve (e s'e/ifi/ i$/rease!= T(ee3e/ive s##ar7 s(o& e /o$sr/e afer 7o (ave /o#'&ee 7or f&& a$a&7sis!

T(e se/o$ 'ar of (e 'a'er /o$/er$s (e f&& a$a&7sis for#i$6 (e asis for 7or eva&aio$! Is(o& e $o &o$6er (a$ 1000 9ors! I s(o& e /aref&&7 /o$sr/e o s(o9 a &o6i/a& f&o9 a$i$e6rae se of (o6(s ao (e /ase! Gar /aref&&7 a6ai$s $o/#e$e asserio$s5 fai&i$6 oe3a#i$e (e #o$ear7 8a$ o(er resor/e= i#'&i/aio$s5 $e6&e/i$6 o /o$sier rae+offs a$ 'rioriies5a$ a6ai$s a &a/; of /o$sieraio$ for (e i#'&e#e$aio$ isses! :o 9i&& $ee #ore (a$ o$e raf i$orer o a/(ieve (e /&ari75 /o$sise$/75 a$ sr/re $e/essar7 for 7or 'a'er!

T(e (ir 'ar of (e 'a'er /o$/er$s a $#er of e3(iis i$ 9(i/( 7o s(o9 (e a''&i/aio$ ofs'e/ifi/ oo&s 8e!6!5 rea;+eve$ a$a&7sis5 /as( f&o9 a$a&7sis5 /o#'eior a$or i$sr7 a$a&7sis5 e/!=Ma;e sre (a (e e3(iis are i##eiae&7 $ersa$a&e for a s7 e3e/ive a$ (a (e7s##ari>e (e ;e7 /o$/&sio$s 9(i/( 7o 9i&& (e$ se i$ (e se/o$ 'ar of (e 'a'er o i& 7o/o#'&ee a$a&7sis! :o #a7 se as #a$7 e3(iis as 7o ee# $e/essar7! Ma;e sre 7o refer o (esee3(iis i$ (e a''ro'riae '&a/es i$ (e a$a&7sis 'ar of (e 'a'er!

NB: :or firs i$ivia& 9rie$ assi6$#e$ is e a (e e6i$$i$6 of /&ass o$Fria75 O/oer 1)@ i 9i&& e isrie o$ Sara7 O/oer 1! For #aers of s7&e5 '&ease refer o (e/(e/;&is isrie 9i( (e /ase 9(i/( I 9i&& se as a 6e$era& fra#e9or; for 'rovii$6 feea/; o$ a&&7or 9rie$ 9or;! Please note or case !rite"ups: 7or ra$o# se$ $#er 8o e isrie 9i((e /ase=5 (e assi6$#e$ i&e5 (e ae5 a$ (e /orse $a#e s(o& e o$ (e top ri#$t corner o t$e irst

pa#e onl% ! Do $o ' 7or $a#e o$ (e 'a'er5 or ' /ase 9rie+'s i$ fo&ers5 or se a /over s(ee!



Se/o$ I$ivia& Pa'er

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a$o$7#i7 9as 'ro#ise /a$ e refere$/e a//ori$6&7! I$ (e eve$ (a 'ro'riear7 i$for#aio$ is$e/essar7 for 7or 'a'er5 I 9i&& 6&a&7 si6$ a $o$is/&osre a6ree#e$!

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T(e a/a& 'a'er is &i#ie o 9e$7+five 'a6es of e35 o&e+s'a/e 9i( $or#a& #ar6i$s! Noe (a i is $o $e/essar7 o 9rie 9e$7+five 'a6es! A$7 e3(iis 7o fi$ a''ro'riae o i$/&e arei$ aiio$ o (is! Do$ for6e o refere$/e 7or sor/es 'ro'er&7! T(e 'a'er s(o& i$/&e a o$e+ 'a6e e3e/ive s##ar7 of (e oservaio$s5 re/o##e$aio$s5 a$ /o$/&sio$s i$ 7or 'a'er! A&so5 esre o ' 7or $a#e5 $o 7or se$ $#er5 o$ (is 'a'er!



Grai$6 Po&i/ies

T(e 'r'ose of 6rai$6 i$ Srae6i/ Ma$a6e#e$5 as i$ a&& /orses5 is 9ofo&! O$e is oeva&ae 7or 'erfor#a$/e for 'r'oses of (e a/ae#i/ s7se#! T(e o(er 8a$ #ore i#'ora$= is o 'rovie 7o 9i( feea/; o$ 7or ai&i7 o eve&o'5 i&i>e5 a$ s(are 7or ieas a$ /o$/&sio$s

/o$/er$i$6 (e o'i/s a$ siaio$s /overe i$ (e /orse!

:or 6rae for (e /orse 9i&& e ase o$ (e fo&&o9i$6 /o#'o$e$s4

S7 Gro' 'a'er 10Firs I$ivia& 'a'er %0Se/o$ I$ivia& 'a'er %0C&ass Co$riio$ %0

100

O(er A#i$israive Deai&s

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1! I '&a$ o e 're'are for ever7 /&ass a$ I e3'e/ 7o 9i&& o (e sa#e! Si$/e I free$&7 /a&& o$i$ivia&s 9(ose (a$s are $o raise5 7o s(o& &e #e ;$o9 efore (e sar of (e /&ass if so#ee#er6e$/7 (as #ae i i#'ossi&e for 7o o e 're'are aeae&7 for (a /&ass!

2! P&ease se 7or $a#e /ar! I 9i&& isrie a seai$6 /(ar ri$6 or se/o$ /&ass sessio$ o$Se'e#er 2!

%! I 9i&& e (a''7 o is/ss (e /orse5 7or 'ro6ress5 or a$7 o(er isses of i$eres o 7o o$ a$i$ivia& asis! P&ease see #e i$ /&ass or /a&& o se ' a$ a''oi$#e$! M7 offi/e $#er is o$ (e

fro$ of (e /orse es/ri'io$! Fee& free o /a&& #e a (o#e5 %2<+0%)0!

)! Gro' 9or; is a//e'a&e a$ e$/ora6e for 'r'oses of 6e$era& /ase 're'araio$! o9ever5 (ei$ivia& 9rie$ assi6$#e$s #s e so&e&7 7or o9$ 9or;! For (e i$ivia& 9rie$assi6$#e$5 se of s7 6ro's or is/ssi$6 (e assi6$#e$ 9i( a$7o$e e&se is a vio&aio$ of (eo$or Coe!

-! NB4 rie$ 9or; is e $o &aer (a$ (e e6i$$i$6 of (e /&ass sessio$ ri$6 9(i/( i is e!P&ease s#i o$&7 'a'er5 $o e&e/ro$i/5 /o'ies of 7or 9or;! Lae 'a'ers 9i&& e a//e'e o$&7 i$(e eve$ of 'erso$a& e#er6e$/7!

! If you wear a hat, please remove it during our session.

7. Laptop computers should remain closed during our class sessions.

8. T(e a''e$i3 o (is /orse es/ri'io$ 'rovies aiio$a& i$for#aio$ o$ #7 vie9s of (e /ase#e(o a$ 9(7 i is se so e3e$sive&7 i$ Srae6i/ Ma$a6e#e$! $4 A reai$6 for or firs /&asssessio$ offers 6ia$/e o$ (o9 o 're'are a /ase a$a&7sis!



&' ($e Role o t$e )eneral Mana#er

Session *' +e,nes,a% Au#ust *-. /0** 1:00"*/:00

Reai$6s4Mo$6o#er75 Pi$6 Leaers(i' Ba/; I$o Srae675 arvar Bsi$ess Revie95 "a$ar7 20Porer5 C(a'er 15 T(e Sr/ra& A$a&7sis of I$sriesCo&&i$s Q Porras Bi&i$6 :or Co#'a$7s Visio$5 arvar Bsi$ess Revie9! Se'e#er+

O/oer 1<<!

Gosling and Mintzberg, “The Five Minds of a Manager”, Harvard Busines Review, Novembe

2003, 54-63.

“How to Analyze a Case,” HBS Publication 2449BC [Read this before you begin your case

analysis of DAAG.]

Case4 I$ro/or7 Noe o DAAG Ero'e 8<+%*)+0%=DAAG Ero'e 8A= 8<+%*)+0%*=

Roer Pe&> (as s'e$ severa& 7ears ra$s&ai$6 (e srae6i/ visio$ (e (as for (is fir# i$o rea&i7! B

as (is evo&ves5 (e e$/o$ers severa& 'ro&e#s a (e /or'orae5 ivisio$a&5 a$ ssiiar7 &eve&s! e&& fo/o$ (o9 6e$era& #a$a6ers a&a$/e (eir siaio$s as (e7 si#&a$eos&7 r7 o #a$a6e (eir srae675 (eir 'of (e or6a$i>aio$5 a$ (eir /areers!

Pre'araio$ esio$s4

1! o9 i DAAG Ero'e arrive a is 'rese$ iffi/&iesK

2! (a a/io$s s(o& /or'orae #a$a6e#e$ a;eK

%! (a s(o& Dr! Pe&> oK

)! A''raise Dr! Pe&> as a Ma$a6er!

!



&&' ($e Concept o Business Strate#%

Session /' Fri,a%. Septe2ber /. /0** 1:00"*/:00

Reai$6s4 Porer5 C(a'er 25 Ge$eri/ Co#'eiive Srae6iesPorer5 C(a'er %5 A Fra#e9or; for Co#'eior A$a&7sisPorer5 C(a'er )5 Mar;e Si6$a&s

Case4 Cro9$ Cor; Q Sea& i$ 1<,< 8<+*<%+0%-5 rev! A'ri& )5 2002=

This session will provide an overview of the processes of strategy identification, evaluation, and

formulation in single business firms. A critical task for any top executive is to develop a strategy for his

or her organization to assure its survival in the face of a changing environment. Critical steps in that

process include identifying the firm's current strategy and its key components, evaluating that strategy in

light of the need for change, and then making the necessary changes. In addition, formulating a

competitive strategy requires an analysis of industry structure, as well as actions that attempt to create a

competitive advantage. These and other issues will be addressed in our discussion of Crown, Cork &

Seal by applying the concepts presented in the assigned readings.

T(is is (e (ir 'ae of (e /&assi/ CCQS /ase! T(e firs /overe (e /o#'a$7 ' o 1<)! A(a i#e5 Co$$e&&7 (a r$e a ver7 si/; /o#'a$7 aro$! A #a?or isse for is/ssio$ 9as 9(e(ers//ess 9o& /o$i$e! T(is /ase es/ries CCQS ' (ro6( 1<,<5 a$ (e isse of /o$i$e s//essis si&& i#'ora$! O$e of (e (i$6s (a #a;es a 6e$era& #a$a6ers ?o i$eresi$6 is (a (e isse $ever 6oes a9a7! e 9i&& e /o$/er$e 9i( o( si$ess srae67 a$ i$sr7 7$a#i/s i$ (is /ase!Co$i$i$6 /o$so&iaio$ i$ (e i$sr7 raises (e esio$ of 9(e(er CCQS s(o& e/o#e a ieri$ (e a''are$ sa&e of Co$i$e$a& Ca$! Ma$a6e#e$ s7&e a&so e/o#es a$ isse i$ (is /ase!Co$$e&&7s s7&e is evie$ fro# (e /ase! :o #a7 9a$ o /o#'are Co$$e&&7 9i( o(er 6e$era&#a$a6ers 7o 9i&& #ee i$ (e /ases! (7 are so#e #ore s//essf& (a$ o(ersK o9 /a$ #a$a6ers

9i( s/( iffere$ s7&es e s//essf&K

Pre'araio$ esio$s4

1! (a are (e i$sr7 sr/re a$ 7$a#i/s of (e #ea& /o$ai$er i$sr7K (a are (ei$sr7 re$sK I#'&i/aio$s of (ese re$sK

2! (a srae67 oes CCQS (ave for /o#'ei$6 i$ (is i$sr7K (a ava$a6es oes afir# (e si>e of CCQS (ave for /o#'ei$6 9i( A#eri/a$ Ca$ a$ Co$i$e$a& Ca$K o9o 7o e3'&ai$ (e /o#'ariso$ s(o9$ i$ E3(ii - of (e /aseK

%! I$ so#e se$se5 a /o#'eiive srae67 es/ries (e a#o$ a$ 7'es of ris; (a a /o#'a$7is 9i&&i$6 o a;e! (a is CCQSs ris; 'rofi&eK

)! (a are (e #a?or isses (a i&&ia# Aver7 fa/es i$ 1<,<K (a avi/e 9o& 7o offer(i# ao (ese issesK

)ROUP PAPER DUE



Session 3' Fri,a%. Septe2ber *4. /0** 1:00"*/:00

Reai$6s4 Gavei a$ Riv;i$5 o9 Srae6iss Rea&&7 T(i$;5 arvar Bsi$ess Revie95 A'ri&5200-5 ''! -)+%!

Ma7o a$ Nor(ia ei6eis Leaers(i'5 arvar Bsi$ess Revie95 O/oer 200-5 '' )-+0

Case4 So(9es Air&i$es 20024 A$ I$sr7 U$er Sie6e

Fe9 /o#'a$ies (ave 6ai$e as #/( $oorie7 i$ re/e$ 7ears as (as So(9es Air&i$es! So#e of (a$oorie7 (as ee$ e o (e ofe$ $/o$ve$io$a& e(avior of (eir CEO er e&&e(er5 9(i&e o(erse#s fro# (eir $ro;e$ srea# of 'rofiai&i7! Ma$7 oservers of or6a$i>aio$s (ave sieSo(9es i$ a$ ae#' o &ear$ 9(a (as #ae (e# so s//essf&! e 9i&& e $o e3/e'io$!

o9ever5 $o o$&7 9i&& 9e r7 o eer#i$e (e sor/e of (eir (isori/a& s//ess5 9e 9i&& 6ra''&e 9i((e $ie se of /(a&&e$6es (a (e7 fa/e e o (e eve$s of Se'e#er 11( 5 (e rise of &o9 /os

/o#'eiors5 a$ (e ssee$ resr/ri$6 of (e air&i$e i$sr7!

Pre'araio$ esio$s4

! (7 (as So(9es Air&i$es ee$ so s//essf&K

2! To 9(a e3e$ (ave (e 'os <11 /(a$6es i$ (e i$sr7 is'ro'orio$ae&7 (e&'e or (rSo(9esK

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Session 3' Fri,a%. Septe2ber *4. /0** 1:00"*/:00 5continue,6

Reai$6s4 Riv;i$ a$ G(e#a9a Creai$6 Co#'eiive Ava$a6e 5 BS Noe <+*<,+02Porer5 C(a'er -5 Co#'eiive Moves

Case: Airborne Express

Being profitable in an industry characterized by a high level of competition is always a challenge.

However, that is particularly the case when you are one-ninth the size of your largest rival and the

industry offers significant economies of scale. That is precisely the situation in which Airborne Express

finds itself.

In spite of its apparent disadvantage, Airborne has not only survived, in the most recent quarter

its performance has been particularly strong. Revenues for the quarter are up by 29% over the prior

year, and earnings have increased by more than 500%. What we want to do in this session is come to

understand how Airborne has managed survive in its competition against its much larger and moreresource rich rivals, Federal Express and UPS. We also want to consider what management must do if

its most recent success is to continue.

Preparation Questions:

1. How and why has the structure of the express mail industry evolved in recent years? How

have the changes affected small competitors?

2. How has Airborne survived, and recently prospered, in its industry?

3. Quantify Airborne’s sources of advantage.

4. What must Robert Brazier, Airborne’s President and COO, do in order to strengthen the

company’s position?



Session 7' Satur,a%. Septe2ber *-. /0** *:00"8:00

Reai$64 Porer5 (a is Srae67K arvar Bsi$ess Revie95 Nove#er+De/e#er 1<<!G(e#e9a5 P! Ssai$a&e Ava$a6e5 arvar Bsi$ess Revie9! Se'e#er+O/oer

1<,5 -%+-,!G(e#e9a5 P! T(e Cos#o'o&ia$ Cor'oraio$5 arvar Bsi$ess Revie95 Ma7 2011a#ri/; a$ Freri/;so$5 Are :o Sre :o ave a Srae67K A/ae#7 of

Ma$a6e#e$ E3e/ive5 Nove#er 2001!Porer5 C(! *5 Sr/ra& A$a&7sis i(i$ I$sriesPorer5 C(a'er 115 T(e Tra$siio$ o I$sr7 Mari7

Case4 De&&4 Se&&i$6 Dire/&75 G&oa&&7 U 0<

T(ro6( (e &ae 1<<0s5 De&& Co#'er Cor'oraio$ (as (a 1- 7ears of re#ar;a&e 'erfor#a$/e! Sari$6 fro# (is or#ior7 roo# a (e U$iversi7 of Te3as a Asi$ i$ 1<<%5 Mi/(ae&De&& i& a$ i$sr7 'o9er(ose (a 9as soo$ o e/o#e (e &eai$6 PC #a;er i$ (e US! i( over

25000 e#'&o7ees a$ a 6ro9i$6 9or&9ie 'rese$/e5 i 9as (e W2 'rovier of PCs 9or&9ie5 9i( a<!1 #ar;e s(are5 a$ 21!* i&&io$ i$ sa&es!

M/( (as ee$ sai ao (e sor/e of De&&s s//ess5 i$ 'ari/&ar is si$ess #oe&5 i$ 9(i/(i se&&s o /so#ers ire/! o9ever5 (e ;e7 o De&&s s//ess #a7 $o e as ovios as i firssee#s! T(erefore5 9e 9i&& is/ss (e De&& /ase 9i( (e i$e$io$ of eer#i$i$6 (e sor/e of (isre#ar;a&e s//ess!

1! (a is De&&s srae67 as of 1<<<K

2! (7 (as i 9or;e so 9e&&K

% (a is (e &i;e&i(oo (a De&&s (isori/a& srae67 9i&& 9or; i$ C(i$aK

)! o95 if a a&&5 9i&& i (ave o e #oifieK



Session 7' Satur,a%. Septe2ber *-. /0** *:00"8:00 5continue,6

Reading: Courtney, H., Kirkland, J. and Viguerie, P., “Strategy Under

Uncertainty,” Harvard Business Review, November-December, 1997.

Christensen and Raynor, “Why Hard Nosed Executives Should Care About Management

Theory,” Harvard Business Review. September, 2003.

Dr/;er5 T(e T(eor7 of (e Bsi$ess5 arvar Bsi$ess Revie95 Se'+O/ 1<<)!

Case: Edward Jones 9-700-009

Retail Financial Services in 1998 (review for context) 9-799-051

Edward Jones is one of the largest and most profitable brokers in the financial services industry.

For example, with 3,900 offices it is five times the size of Merrill Lynch, and its 36% ROE during the

1990s was twice that of the average national full-service broker. Therefore, it is particularly surprising

that relatively few people are aware of this firm. To understand the success of Edward Jones, we need

to understand the strategy it pursues. And to do that, we must get beyond superficial, vague

characterizations of strategy, and deal instead with the critical decisions that its executives have madeover the years, and which combine to form Edward Jones’ strategy.

As noted in earlier sessions, even firms that achieve great success typically have a difficult time

maintaining that success over the long-run. A major source of that difficulty is the environment. The

environments in which most firms operate change over time, bringing a variety of threats (and

opportunities). Those threats, in turn, may appear in an endless number of forms -- new competitors,

technological changes that obsolesce one’s produces and services, changes in consumer tastes -- to

mention just a few. In general, most executives agree that the environments in which they operate have

become increasingly difficult and uncertain. Therefore, their ability to develop a strategy in the face of

uncertainty is more important than ever. And so it is for the top management of Edward Jones.


1. Using Hambrick and Fredrickson’s Strategy Diamond framework, characterize Edward

Jones’ strategy as of 1998. Which elements of the strategy represent recent changes?

2. Pay particular attention to the “Economic Logic” of the strategy. Why does the company

have such a high return on equity (ROE)? Can you think of other instances in which a

relatively low-share player in an industry is significantly more profitable than some (or all)

of the higher-share players?

3. Using the framework set forth in the Courtney et. al. article, what “uncertainty level” does

Jones face?

4. What recommendations would you make to Mr. Bachmann?



PROSPEC(US FOR S(RA(E)&C &SSUE PAPER DUE (ODA9



Session 8' Fri,a%. Septe2ber 30. /0** 1:00"*/:00

Reai$6s4 Porer5 C(! ,5 I$sr7 Evo&io$DeGes5 T(e Livi$6 Co#'a$75 arvar Bsi$ess Revie95 Mar/(+A'ri& 1<<*5

''! -1+-<!S/(aeffer5 T(e Leaers(i' "or$e75 arvar Bsi$ess Revie95 O/oer 20025 ''! )%+)*!

Case4 Asa(i Bre9eries5 L!

T(e i#'ora$/e of 6e$era& #a$a6er i$vo&ve#e$ i$ /or'orae re$e9a& a$ srae6i/ re'osiio$i$6is a$ i#'ora$ isse for fir#s! T(e Asa(i /ase &es s fo/s o$ (e ro&e of a $e9&7 arrive 6e$era&#a$a6er i$ revia&i>i$6 a$ re'osiio$i$6 a fir#! (i&e (e /ase e'i/s a "a'a$ese /o#'a$7 i$ra$siio$5 (e isses (a (e /o#'a$7 a$ is #a$a6ers e$/o$er are $iversa& i$ $are!

Pre'araio$ esio$s4

1! Defi$e (e /or'orae srae67 of Asa(i Bre9eries5 L! as of 1<,<! (a /o#'eiive

/o$/e's5 e/o$o#i/ a$ $o$e/o$o#i/ o?e/ives5 ;e7 o'erai$6 'o&i/ies5 a$ i#e see$/eof #oves /(ara/eri>e (e srae6i/ &o6i/ of (is e$er'riseK

2! (a 9ere (e ;e7 s//ess fa/ors i$ (e "a'a$ese eer i$sr7K

%! (a5 s'e/ifi/a&&75 i Messrs! Mrai a$ i6/(i ri$6 o Asa(iK o9 9o& 7o/(ara/eri>e (eir 'o&i/ies5 e(avior5 a$ /o$riio$sK

)! (a 9as (e ro&e of (e Cor'orae Ie$i7 a$ Toa& a&i7 Co$ro& 'ro6ra#s i$ Asa(isr$aro$K

-! (a $reso&ve srae6i/ /(oi/es a$ isses fa/e Asa(i a$ Mr! i6/(i!



&&&' Corporate Strate#ic Mana#e2ent

At this point in the course we will make a transition to corporate-level strategy and focus onmulti-business organizations, their sources of competitive advantage, and the “scope of the firm.”

Session 4' Satur,a%. October *. /0** *:00"8:00

Reai$6s4 Br6e&#a$5 R!A! Ma$a6i$6 (e I$er$a& Cor'orae Ve$ri$6 Pro/ess S&oa$Ma$a6e#e$ Revie95 i$er 1<,)5 ''! %%+),!

Govi$ara?a$ a$ Tri#&e5 Bi&i$6 Brea;(ro6( Bsi$esses i(i$ Esa&is(eOr6a$i>aio$s5 arvar Bsi$ess Revie95 Ma7 200-5 -,+,!

Grei$er5 Evo&io$ a$ Revo&io$ as Or6a$i>aio$s Gro95 arvar Bsi$ess Revie95Ma7 1<<,!

Le(r#a$5 T! A! Srae67 as a Porfo&io of Rea& O'io$s5 arvar Bsi$ess Revie95Se'e#er+O/oer 1<<,5 ''! ,<+<<!

Case4 M+Tro$i/s 8<+%<+1*,=

This session is the first of four in which we will consider the unique issues of strategy in a firm

that operates in multiple businesses. While managing any business can present a complex set of

challenges, the level of complexity increases markedly as a firm expands its presence beyond a single

industry. Therefore, considerable time has to be spent trying to develop approaches that help executives

manage in such situations.

Ma$7 fir#s o'erae i$ a varie7 of iffere$ si$esses5 ea/( of 9(i/( /o$ries i$ iffere$ 9a7s o(e overa&& /or'orae srae67! T(is /ase i$ro/es s o esio$s of #a$a6i$6 (is 7$a#i/ a&a$/e a$ (o(a re&aes o $e9 ieas a$ i$er$a&&7 eve&o'e iversifi/aio$ o''or$iies!

Pre'araio$ esio$s4

1! (a is ro&i$6 Geor6e M/E&ro7K

2! S(o& Mr! Mare&& e /o$/er$e ao sa#e issesK

%! (a a/io$s s(o& Mr! Mare&& a;e a (is i#eK P&ease e as s'e/ifi/ as 'ossi&e!



Session 4' Satur,a%. October *. /0** *:00"8:00 5continue,6

Reai$64 Goo& a$ Ca#'e&&5 Des'erae&7 See;i$6 S7$er675 arvar Bsi$ess Revie95 Se'e#er+O/oer 1<<,!

ORei&&7 a$ Ts(#a$5 T(e A#ie3ros Or6a$i>aio$5 arvar Bsi$ess Revie95A'ri& 200)!5 ''!*)+,1!

Cases4 a$so$ P&/ Noe o$ Levera6e B7os 8<+%,<+21,5 rev! %11<2=Ber;s(ire Par$ers 8<+%<1+0<1=

Pre'araio$ esio$s4

T(ere are a varie7 of a''roa/(es o eve&o'i$6 a$ i#'&e#e$i$6 a /or'orae srae67! To6ai$ so#e #ore i$si6(s i$o (is isse 9e 9i&& e6i$ o &oo; a i$a$6i&e s;i&&s as ;e7 resor/es 7e3a#i$i$6 a$so$5 a /e&erae /o$6&o#erae5 a$ Ber;s(ire Par$ers5 a$ LBO 'ar$ers(i' i$ (eei6(ies! a$so$ is e3a#i$e i$ &i6( of is evo&io$ a$ (e 'ossii&i7 of fr(er 6ro9(! Ber;s(ire

Par$ers is e3a#i$e i$ 1<<0 a (e (ei6( of (e LBO oo# (avi$6 i$vese ao 1!- i&&io$ i$ 2/o#'a$ies si$/e is fo$i$6 i$ 1<,)! As 7o rea (e /ases 'a7 /&ose ae$io$ o (e /or'oraes7se#s5 sr/res5 a$ 'ro/eres ea/( fir# ses!

1! (a va&e o /o$6&o#eraes a$ LBO 'ar$ers(i's /o$rie o (eir si$ess $isK

2! o9 o (e7 or6a$i>e o rea&i>e (a va&eK

%! (a are (e i#'ora$ iffere$/es e9ee$ (ese 9o for#s of /or'orae or6a$i>aio$sK

)! Are (ese va&i /or'orae srae6iesK

!!!!!!!!!!!!!!!!!!!!!!!!



Session -' Fri,a%. October *7. /0** *:30"8:30

Reai$6s4 Bo9er5 No a&& MQAs are A&i;e J a$ T(a Maers5 arvar Bsi$ess Revie95Mar/(+A'ri& 2001!

as'es&a6( a$ "e#iso$5 A/isiio$s4 M7(s a$ Rea&i75 S&oa$ Ma$a6e#e$ Revie95S'ri$6 1<,*!

Case4 Gra$ "$/io$

T(e e$re're$ers rea# is ofe$ o eve&o' a /o#'a$7 o a 'oi$ 9(ere o$e ei(er a;es i '&i/ or se&&s (e fir# o a$o(er /o#'a$7! T(is /ase 6ives s (e o''or$i7 o e3'&ore (ese esio$s i$ a(i6( e/( sar+'!

Pre'araio$ esio$s4

1! Give$ (e re'rese$aio$s (a C(ar$e7 a$ o(er se$ior #a$a6ers (a #ae o severa& $e9&7(ire ;e7 e#'&o7ees5 s(o& (e7 #ee 9i( (ese 'eo'&e o e3'&ai$ (eir /o$sieraio$ of (eCis/o offer efore #a;i$6 a e/isio$K If Gra$ "$/io$ e/ies o e a/ire5 (o9 s(o&C(ar$e7 a$ (is #a$a6e#e$ ea# i$for# (eir e#'&o7eesK

2! (a o 7o (i$; of C(ar$e7s fi$a& offerK Is i a fair va&aio$ for Gra$ "$/io$K E3'&ai$7or reaso$i$6!

%! Fro# (e 'ers'e/ive of (e se$ior #a$a6e#e$ a$ Boar of Cis/o S7se#s5 eva&ae (e fi$a&offer! S(o& Cis/o a//e' (is offerK (7K

)! S(o& Gra$ "$/io$ 6o '&i/ or e a/ireK (7K Eva&ae (e isse fro# (e 'ers'e/iveof ea/( of (e sa;e(o&ers i$ Gra$ "$/io$!

F&RS( &ND&&DUA; +R&((EN ASS&)NMEN( DUE

T(e /ase a$ asso/iae assi6$#e$ 9i&& e isrie o$ Sara75 O/oer 1



Session 1' Fri,a% October /1. /0** 1:00"*/:00

Case4 ENRON5 1<, + 2001 8MEDIA= UVA+G+0-%M

Reai$64 Lova&&o a$ a($e#a$5 De&sio$s of S//ess5 arvar Bsi$ess Revie95 "&7 200%!a$75 (as a Bsi$ess ForK arvar Bsi$ess Revie95 De/e#er 2002!Ba>er#a$ a$ Ter$se&5 E(i/a& Brea;o9$s5 arvar Bsi$ess Revie95 A'ri& 2011!

Or /&ass oa7 9i&& e evoe o a$ i$+e'( s7 of (e (isor75 evo&io$5 as/e$sio$5 a$ fa&&of E$ro$! Ea/( of s (as fo&&o9e (e E$ro$ sa6a as i (as $fo&e! B /aref&5 /rii/a& (i$;i$6 ao(e ra$6e of isses asso/iae 9i( srae675 &eaers(i'5 /o#'eiive ava$a6e5 a$ /or'oraera$sfor#aio$ #a7 $o e (e #ai$sa7 of #os ?or$a&isi/ sor/es 9e fi$ i#e o se!

To fa/i&iae or s7 of E$ro$ 9e&& se a re/e$ /ase5 9rie$ 7 9o 'rofessors a (e Dare$S/(oo&! T(e /ase5 i$ CDROM for#a5 offers #7ria o''or$iies o e3'&ore E$ro$s siaio$! T(e/ase 9riers (a $'ara&&e&e a//ess o E$ro$ efore (eir fa&&! T(e7 (ave eve&o'e /ase #aeria& (a

9i&& a&&o9 s o sar a (e e6i$$i$6 a$ e3'&ore (e evo&io$ of (e fir# fro# is ra$sfor#aio$ fro#>e$i( o a$;r'/7!

I$ 're'ari$6 for or /&ass5 '&ease e3'&ore (ese esio$s4

1! o9 a$ 9(7 i E$ro$ ra$sfor# ise&f e9ee$ 1<, a$ 2000K as E$ro$ rea&&7 a$i$$ovaive /o#'a$7K (7 or 9(7 $oK

2! Eva&ae E$ro$s 9o srae6ies i$ (e 1<<0s o eve&o' asse+&i6( si$esses i$ (e US a$asse+i$e$sive si$esses i$er$aio$a&&7! (a resor/es a$ /a'ai&iies are esse$ia& forea/( of (ese srae6ies o e s//essf&K

%! (a are (e &esso$s for o(er /or'oraio$s fro# (e rise a$ fa&& of E$ro$ J es'e/ia&&7 re6ari$6/or'orae ra$sfor#aio$ a$ a srae67 ase o$ i$$ovaio$K

)! (a e&e#e$s of E$ro$s srae67 &e o is o9$fa&&K

-! Fir# srae67 se#s fro# &eaers(i'5 va&es5 visio$5 /o#'eiive 'osiio$i$65 a$ eve&o'#e$ of /a'ai&iiesK (7 9as (ere a ra#ai/ rea;o9$ for E$ro$ i$ 2001K Be sre o rea a$ref&e/ o$ (e o/#e$ Crii/a& T(i$;i$6 Ao (e E$ro$ Sor7 (a is fo$ i$ (e A$a&7sisGie Ta!

To vie9 (e /ase5 '&ease i$ser (e CDROM i$ (e CD rive of 7or /o#'er! T(e$ ri6( /&i/; o$(e CD i/o$ o$ 7or es;o' 8or M7 Co#'er= a$ /&i/; o$ O'e$! A&er$aive&7 7o /a$ o&e/&i/; o$ 7or CD i/o$! A$o(er o'io$ i$ i$o9s is o /&i/; o$ (e Sar o$ a (e &o9er &ef+(a$ /or$er of 7or s/ree$! T(e$ /&i/; o$ R$! A (e rees for 'ro6ra# &o/aio$ e$er (e &eer of7or CD rive5 fo&&o9e 7 4Yse'!e3e! T(is 9i&& a;e a #o#e$ o i$sa&& (e vie9i$6 'ro6ra# o$7or /o#'er! :o #a7 (e$ o'e$ (e /ase!



Session < Satur,a%. October /<. /0** *:00"8:00

Reai$6s4 "e#iso$5 A/isiio$s as a Ve(i/&e for Cor'orae Re$e9a&5 i$ Tri/; 8e!= Gro9i$6 (eI$er$aio$a& Fir#4 S//ess i$ Mer6ers5 A/isiio$s5 Ne9or;s5 a$ A&&ia$/es5Car$e6ie Me&&o$ U$iversi7 Press5 2002!

"e#iso$ a$ Si;i$5 A/isiio$s4 T(e Pro/ess Ca$ Be a Pro&e#5 arvar Bsi$essRevie95 Mar/(+A'ri&5 1<,!

as'es&a6( Q "e#iso$4 A Fra#e9or; for Assessi$6 a$ A/isiio$s Ara/ive$ess!8C(oose re&eva$ 'ars of (e A''e$i3 as 7o /o$sier Nes&Z a$ Ro9$ree!=

Case4 Nes&Z Ro9$ree 8A=

Nes&Z is (e 9or&s &ar6es foo /o#'a$7 a$ i$ 1<,, i 9as /o$sieri$6 a/iri$6 Ro9$ree9(i/(5 if /o$s##ae5 9o& e (e &ar6es+ever a;eover of a Briis( /o#'a$7! Or /ase oa7 is sei$ A'ri& 1<,,5 i##eiae&7 afer "a/o S/(ar (as a/ire 1- of Ro9$rees sores i$ a a9$ rai!Or 'ri#ar7 fo/s i$ /&ass 9i&& e o (i$; (ro6( (o9 Nes&Z s(o& res'o$ o (is #ove 7 S/(ar!

To o (a aeae&75 9e #s firs fo/s o$ (e i$sr7 a$ Nes&Zs srae67!

Pre'araio$ esio$s4

1! o9 ara/ive is (e /(o/o&ae i$sr7 for fr(er i$ves#e$K Are (e reaso$s 9(i/( &ee&# Ma/(er i$ (e ear&7 1<,0s o efi$e /o$fe/io$er7 as a srae6i/ 'riori7 si&& va&iK

2! (7 (as Ro9$ree e#er6e as a a;eover ar6eK

%! (a are (e 'oe$ia& srae6i/ e$efis of Ro9$ree for Nes&ZK (a are (e 'oe$ia&srae6i/ e$efis of Ro9$ree for S/(arK

)! As Nes&Z5 o 7o 9a$ o 'r/(ase Ro9$ree s(aresK (a 'ri/e are 7o 9i&&i$6 o 'a7K

Or /&ass for#a oa7 9i&& e iffere$ fro# ear&ier i$ (e se#eser! :o&& e a #e#er of a ea# (a9i&& ass#e (e ro&es of a Nes&Z A/isiio$ Tas; For/e 8(eae 7 e&# Ma/(er5 (e CEO= a$#a;e a 'rese$aio$ o (e Nes&Z Co#iZ Co$sei& 8Boar of Dire/ors= o re/o##e$ a e/isio$ o$Ro9$ree '&/! Tea# assi6$#e$s a$ i$sr/io$s 9i&& e isrie a (e e6i$$i$6 of /&ass! Noe (ari$6 or /&ass oa7 7o 9i&& e as;e o e a #e#er of o( (e Nes&Z Co#iZ Co$sei& as 9e&& asa #e#er of a Nes&Z A/isiio$ Tas; For/e (eae 7 e&# Ma/(er5 (e CEO! T(e 're'araio$esio$s aove s(o& (e&' 7o 're'are for o( ro&es!



&' Mana#in# Strate#% &2ple2entation an, Strate#ic C$an#e

Session *0 Satur,a%. Nove2ber */. /0** *:00"8:00

Reai$6s4 Cross a$ Prsa;5 T(e Peo'&e (o Ma;e Or6a$i>aio$s Go J or So'5 arvarBsi$ess Revie9 "$e 20025 10-+112!

Gaarro5 "o($5 (e$ a Ne9 Ma$a6er Ta;es C(ar6e5 arvar Bsi$ess Revie95 Ma7+"$e 1<,<!

Porer5 Lors/(5 a$ No(ria Seve$ Sr'rises for (e Ne9 CEO5 arvar Bsi$essRevie95 O/oer 200)5 ''! 2+*2!

Case Me6 (i#a$ a eBa7 I$/! 8A= <+)01+02)Dri$6 (e 'as e$ 7ears 9e a&& 9a/(e as (e i$er$e 9as (7'e a$ re(7'eH(e$ a&as5 (e

&e rs! B for a fe9 fir#s (e f$ /o$i$es! eBa7 is ar6a&7 o$e of (e s//essf& fir#s of (e&as e$ 7ears a$ #a7 e (e #os s//essf& i$er$e+ase fir# o ae! I 6re9 fro# a$ iea of o$&i$e/o&&aoraio$ o (e 9or&s &ar6es a$ #os s//essf& o$&i$e a/io$ (ose! T(is /ase 9i&& 6ive sso#e i$si6(s o$ (o9 (is (a''e$e5 9(a #a7 &a7 i$ sore for eBa75 a$ #ore i#'ora$&7 (o9 so#e of (ese ieas #a7 a''&7 o 7or fir#s!

Pre'araio$ esio$s4

1! (7 is eBa7 s//essf&K2! (a are (e 6ro9( 'ressres (a Me6 (i#a$ is fa/i$6K%! o9 o 7o assess Me6 (i#a$ as a CEOK)! (a s(o& eBa7 o ao rseK

Case :Nissan’s U-Turn: 1991-2001 (303-046-1)

Readings: Kotter, “Leading !ange, "!# Trans$or%ation &'orts ai,* +arardusiness .eie/, ar-r 199, 9-65Grosysberg, McLean, and Nohria, “Are Leaders Portable?” Harvard Business Review,

May 2006.

"!en .enaut a7uired a signi8ant stae in Nissan, t!e aanese ar%aer/as in deserate 8nania straits ;n$or%ed o<serers /ide# redited t!at a$oreign &= /oud not <e a<e to re$or% t!is roud iar o$ t!e aaneseesta<is!%ent aros >!osn, a 7uintessentia go<a eader, /as disat!ed <#.enaut to tr# to turn Nissan’s situation around $ter soiiting reo%%endations$ro% t!e e%o#ees t!e%sees, !e uneied a t!ree-#ear an inoing ant

osures, ?o< uts, and a re$ous on design ;n t!e sae o$ t/o #ears, !e too t!eo%an# $ro% reord osses to reord ro8ts @ !itting a t!e targets ite%iAed int!e an T!is ase oos at !o/ !e a!ieed t!is dra%ati reoer# and $atorst!at %ig!t sustain or endanger Nissan’s ontinued rogress


1 Bu%%ariAe t!e initiaties undertaen <# >!osn to !ange Nissan

2 "!at essons an /e dra/ $ro% >!osn’s aroa!C



3 "!# did Nissan’s e%o#ees i%e%ent >!osn’s an /!en t!e# !ad$aied to $oo/ t!roug! on reious turnaround e'ortsC

Session ** Fri,a%. Dece2ber /. /0** *:30"8:30

Reai$64 Be$$is a$ OToo&e5 Do$ ire (e ro$6 CEO5 arvar Bsi$ess Revie95 Ma7+"$e 20005 '' 1*1+1*!

Case4 Noe o$ (e Bi&i$6 So/ie7 I$sr7 i$ Grea Briai$ 8S+BP+2)*=Broa&a$s Bi&i$6 So/ie7 8S+BP+2),=

I (as ee$ s66ese (a #a$a6eria& se&e/io$ e/isio$s are (e #os /r/ia& a fir# #a;es! e&& e3'&ore(is isse a$ is i#'a/ o$ (e srae6i/ #a$a6e#e$ of fir#s 7 &oo;i$6 a a U fir# (a #s se&e/ a$e9 /(ief e3e/ive! T(e fir# a$ (e i$sr7 are i$ (e (roes of ssa$ia& /(a$6e5 a$ (e i$ivia&se&e/e 9i&& '&a7 a ;e7 ro&e i$ (e fir#s srae6i/ re$e9a&5 reire/io$5 a$ s//ess!

Pre'araio$ esio$s4

1! (a are (e /rieria 7 9(i/( 7o as a oar #e#er 9i&& /(oose a $e9 /(ief e3e/iveK

2! As (e reiri$6 /(ief e3e/ive5 9(a avi/e 9o& 7o 6ive o (e oar ao 7ors//essorK

%! (i/( i$ivia& s(o& e /(ose$K (7K

Reai$6s4 a6e& a$ Si$6er5 U$$&i$6 (e Cor'oraio$5 arvar Bsi$ess Revie95Mar/(+A'ri& 1<<<!

Bar&e a$ G(os(a&5 C(a$6i$6 (e Ro&e of To' Ma$a6e#e$4 Be7o$ Srae67 o Pr'ose5arvar Bsi$ess Revie95 Nove#er+De/e#er 1<<)5 ''! *<+,,!

Re/o##e$e Reai$6s4

Porer5 C(a'er 15 E$r7 i$o Ne9 Bsi$essesU7er(oeve$5 ! Ge$era& Ma$a6ers i$ (e Mi&e5 arvar Bsi$ess Revie95 Se'+O/ 1<

Cases4 "o($so$ Q "o($so$ 8A= <+%,)+0-%"o($so$ Q "o($so$ 8B= <+%,)+0-)

"o($so$ Q "o($so$ is a ver7 s//essf& /o#'a$7 (a see#s o (ave i$si&&e a sro$6 e&ief i$e/e$ra&i>aio$ a$ o (ave /reae a sro$6 #a$a6e#e$ /&re! T(ese 9o fa/ors i$ (e fir#s 'as s//e '&a7 a$ i#'ora$ ro&e i$ (e o'io$s Pee Ve$re&&a (as as (e is /(ar6e 9i( /reai$6 a $e9 $i i$ (e fir##ore res'o$sive o (e /(a$6i$6 /o#'eiive e$viro$#e$!



e&& a&so see a s(or vieo of "a#es Br;e5 "Q"s C(air#a$5 as (e is/sses (e /o#'a$7s '(i&oso'(7 a$ /&re 9i( a arvar AMP /&ass!

Pre'araio$ esio$s

1! "a#es Br;e is oe5 Or /&re is rea&&7 i! "s 9(a is (e "Q" /&re a$ 9(a iffere$/oes i rea&&7 #a;e for (e /o#'a$7K

2! (a o 7o (i$; ao (e 9a7 i$ 9(i/( Br;e a$ C&are (ave ro6( ao (e /reaio$ of (os'ia& Servi/es Gro'K

%! (a 'ro&e#s oes Pee Ve$re&&a fa/eK

)! (a s(o& Ve$re&&a o ao (os'ia& servi/es as a /os or 'rofi /e$erK Ao (e iffere$/e9i( E(i/o$ over i$ve$or7 '&a/e#e$sK



APPENDIX4 TE USE OF CASES IN STRATEGIC MANAGEMENT

: E USE TE CASE METOD1

T(e /ase #e(o is o$e of (e #os effe/ive #ea$s of #a$a6e#e$ e/aio$! I is 9ie&7 se i$s/(oo&s of si$ess (ro6(o (e 9or&5 a$ (is se is 'rei/ae 'o$ (e e&ief (a a/;&i$6 rea& si$ess 'ro&e#s is (e es 9a7 o eve&o' 'ra/iio$ers! Rea& 'ro&e#s are #ess75 /o#'&e35 a$ ver7i$eresi$6!

U$&i;e o(er 'ea6o6i/a& e/($ies5 #a$7 of 9(i/( #a;e 7o (e re/i'ie$ of &ar6e a#o$s of i$for#aio$ o $o reire is se5 (e /ase #e(o reires 7o o e a$ a/ive 'ari/i'a$ i$ (e/&oses (i$6 o (e rea& siaio$! I is a 9a7 of 6ai$i$6 a 6rea ea& of e3'erie$/e 9i(o s'e$i$6 a &oof i#e! I is a&so a 9a7 o &ear$ a 6rea ea& ao (o9 /erai$ si$esses o'erae5 a$ (o9 #a$a6ers#a$a6e! T(ere are fe9 'ro6ra##a&e5 e3oo; so&io$s o (e ;i$s of 'ro&e#s fa/e 7 rea& 6e$era&#a$a6ers! (e$ a 'ro&e# e/o#es 'ro6ra##a&e5 (e 6e$era& #a$a6er 6ives i o so#eo$e e&se oso&ve o$ a re'eae asis si$6 (e 6ie&i$es (e or s(e (as se o9$! T(s (e /ase siaio$s (a 7o9i&& fa/e 9i&& reire (e se of a$a&7i/a& oo&s a$ (e a''&i/aio$ of 7or 'erso$a& ?6#e$!

Sor/es of Cases

A&& (e /ases i$ (is /orse are ao rea& /o#'a$ies! :o 9i&& re/o6$i>e #a$7 of (e $a#es of(e /o#'a$ies a&(o6( so#e of (e# #a7 e $e9 o 7o! T(ese /ases 9ere eve&o'e i$ severa&iffere$ 9a7s! O//asio$a&&75 a /o#'a$7 9i&& /o#e o a si$ess s/(oo& 'rofessor a$ rees (a a/ase e 9rie$ o$ (a /o#'a$7! I$ o(er siaio$s5 a 'rofessor 9i&& see; o a /o#'a$7 e/ase (e ors(e ;$o9s (a (e /o#'a$7 is i$ a$ i$eresi$6 or iffi/& siaio$! Ofe$5 (e /o#'a$7 9i&& a6ree oa&&o9 a /ase o e 9rie$!

O//asio$a&&75 /ases 9i&& e 9rie$ so&e&7 fro# '&i/ sor/es! T(is is 'er(a's (e #os iffi/&7'e of /ase 9rii$6 e/ase of (e &a/; of 'ri#ar7 aa sor/es!

I$ (ose siaio$s 9(ere a /o#'a$7 (as a6ree o (ave a /ase 9rie$5 (e /o#'a$7 #sre&ease (e /ase! T(is #ea$s (a (e7 (ave fi$a& a''rova& of (e /o$e$ of a 6ive$ /ase! T(e

/o#'a$7 a$ (e /ase 9rier are (s 'roe/e fro# a$7 'ossii&i7 of re&easi$6 aa (a #i6( e/o#'eiive&7 or 'erso$a&&7 se$siive! P&i/ sor/e /ases5 ovios&75 o $o $ee a re&ease! Give$ (ereire#e$ for re&ease5 (o9ever5 i is a#a>i$6 (e a#o$ of i$for#aio$ (a /o#'a$ies 9i&& a&&o9 o e '&a/e i$ a /ase! Ma$7 /o#'a$ies o (is e/ase of (eir e&ief i$ (e effe/ive$ess of (e /ase#e(o!

Pre'ari$6 for C&ass

(e$ 7o 're'are for /&ass5 i is re/o##e$e (a 7o '&a$ o$ reai$6 (e /ase a &eas (reei#es! T(e firs reai$6 s(o& e a i/; r$+(ro6( of (e e3 i$ (e /ase! I s(o& 6ive 7o afee&i$6 for 9(a (e /ase is ao a$ (e 7'es of aa (a are /o$ai$e i$ (e /ase! For e3a#'&e5 7o9i&& 9a$ o iffere$iae e9ee$ fa/s a$ o'i$io$s (a #a7 e e3'resse! I$ ever7 i$sr75 (ere is a/erai$ a#o$ of /o$ve$io$a& 9iso# (a #a7 or #a7 $o ref&e/ (e r(! O$ 7or se/o$ reai$6

7o s(o& rea i$ #ore e'(! Ma$7 'eo'&e &i;e o $er&i$e or o(er9ise #ar; ' (eir /ases o 'i/;o i#'ora$ 'oi$s (a (e7 ;$o9 9i&& e $eee &aer! :or #a?or effor o$ a se/o$ reai$6 s(o& e o $ersa$ (e si$ess a$ (e siaio$! :o s(o& as; 7orse&f esio$s &i;e4 81= (7 (as(is /o#'a$7 srviveK 82= o9 oes (is si$ess 9or;K 8%= (a are (e e/o$o#i/s of (is si$essK

O$ 7or se/o$ reai$65 7o s(o& /aref&&7 e3a#i$e (e e3(iis i$ (e /ase! I is 6e$era&&7re (a (e /ase 9rier (as ' (e e3(ii (ere for a 'r'ose! I /o$ai$s so#e i$for#aio$ (a 9i&& e

1 This note was prepared by Associate Professor Dan R.E. Thomas. It is intended solely as an aid toclass preparation.



sef& o 7o i$ a$a&7>i$6 (e siaio$! As; 7orse&f 9(a (e i$for#aio$ is 9(e$ 7o s7 ea/(e3(ii! :o 9i&& ofe$ fi$ (a 7o 9i&& $ee o a''&7 so#e a$a&7i/a& e/($ie 8for e3a#'&e5 raioa$a&7sis5 6ro9( rae a$a&7sis5 e/!= o (e e3(ii i$ orer o e$efi fro# (e i$for#aio$ i$ (e ra9aa!

O$ 7or (ir reai$65 7o s(o& (ave a 6oo iea of (e f$a#e$a&s of (e /ase! No9 7o9i&& e sear/(i$6 o $ersa$ (e s'e/ifi/ siaio$! :o 9i&& 9a$ o 6e a (e roo /ases of 'ro&e#s a$ 6a(er aa fro# (e /ase (a 9i&& a&&o9 7o o #a;e s'e/ifi/ a/io$ re/o##e$aio$s!Before (e (ir reai$65 7o #a7 9a$ o revie9 (e assi6$#e$ esio$s i$ (e /orse es/ri'io$! Iis ri$6 a$ afer (e (ir reai$6 (a 7o s(o& e a&e o 're'are 7or o&i$e a$s9ers o (eassi6$#e$ esio$s!

T(ere is o$&7 o$e se/re o 6oo /ase ea/(i$6 a$ (a is 6oo 're'araio$ o$ (e 'ar of (e 'ari/i'a$s! Si$/e (e /orse (as ee$ esi6$e o i& as i 'ro6resses5 /&ass ae$a$/e is a&so ver7i#'ora$!

C&ass Dis/ssio$s

I$ ea/( /&ass5 I 9i&& as; o$e or severa& 'eo'&e o &ea off (e is/ssio$! If 7o (ave 're'are(e /ase5 a$ are /a'a&e of a$s9eri$6 (e assi6$#e$ esio$5 7o s(o& (ave $o iffi/&7 9i( (is

&ea+off assi6$#e$! A$ effe/ive &ea+off /a$ o a 6rea ea& o e$(a$/e a /&ass is/ssio$! I ses ao$e for (e /&ass (a a&&o9s (a /&ass o 'roe #ore ee'&7 i$o (e isses of (e /ase!

T(e i$sr/ors ro&e i$ (e /&ass is/ssio$ is o (e&'5 (ro6( i$e$sive esio$i$65 o eve&o'7or ieas! T(is se of (e So/rai/ #e(o (as 'rove o e a$ effe/ive 9a7 o eve&o' (i$;i$6/a'ai&i7 i$ i$ivia&s! T(e i$sr/ors 'ri#ar7 ro&e is o #a$a6e (e /&ass 'ro/ess a$ o i$sre (a(e /&ass a/(ieves a$ $ersa$i$6 of (e /ase siaio$! T(ere is $o si$6&e /orre/ so&io$ o a$7 of(ese 'ro&e#s! T(ere are5 (o9ever5 a &o of 9ro$6 so&io$s! T(erefore5 I 9i&& r7 o /o#e ' 9i( aso&io$ (a 9i&& e$a&e s o ea& effe/ive&7 9i( (e 'ro&e#s 'rese$e i$ (e /ase!

Afer (e i$ivia& &ea+off 'rese$aio$5 (e is/ssio$ 9i&& e o'e$e o (e re#ai$er of (e6ro'! I is ri$6 (is i#e (a 7o 9i&& (ave a$ o''or$i7 o 'rese$ a$ eve&o' 7or ieas ao(e 9a7 (e siaio$ s(o& e (a$&e! I 9i&& e i#'ora$ for 7o o re&ae 7or ieas o (e /ase

siaio$ a$ o (e ieas of o(ers as (e7 are 'rese$e i$ (e /&ass! T(e i$sr/ors ro&e is o (e&' 7oo (is!

T(e Use of E3ra+ or Pos+Case Daa

:o are e$/ora6e o ea& 9i( (e /ase as i is 'rese$e! :o s(o& ' 7orse&f i$ (e 'osiio$ of (e 6e$era& #a$a6er i$vo&ve i$ (e siaio$ a$ &oo; a (e siaio$ (ro6( (is or (ere7es! Par of (e $ie ?o of ei$6 a 6e$era& #a$a6er is (a #a$7 of 7or 'ro&e#s are i&e##as!T(ere is $o 9a7 o /o#e o a 9i$$er o$ a&& /o$s! A&(o6( aiio$a& aa #i6( e i$eresi$6 orsef&5 (e Mo$a7 #or$i$6 arera/; s7$ro#e is $o a$ effe/ive 9a7 o &ear$ ao srae6i/#a$a6e#e$! T(erefore5 7o are sro$6&7 is/ora6e fro# a/iri$6 or si$6 e3ra+ or 'os+/ase aa!

So#e /ase #e(o 'riss ar6e (a a /&ass s(o& $ever e o& 9(a a/a&&7 (a''e$e i$ asiaio$! Ea/( 'erso$ s(o& &eave (e /&assroo# siaio$ 9i( (is or (er '&a$ for so&vi$6 (e 'ro&e#5a$ $o$e s(o& e fa&se&7 &e6ii#i>e! T(e o/o#e of a siaio$ #a7 $o ref&e/ 9(a is5 or is $o5 a6oo so&io$! :o #s re#e#er (a e/ase a /o#'a$7 i so#e(i$6 iffere$ fro# 7orre/o##e$aio$s a$ 9as s//essf& or $s//essf&5 (is is $o a$ i$i/aio$ of (e va&e of 7ora''roa/(! I is5 (o9ever5 i$eresi$6 a$ o//asio$a&&7 sef& o ;$o9 9(a a/a&&7 o//rre! T(erefore59(e$ever 'ossi&e5 I 9i&& e&& 7o 9(a (a''e$e o a /o#'a$7 si$/e (e i#e of (e /ase5 7os(o& ra9 7or o9$ /o$/&sio$s fro# (a!



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