Case study

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EGMT 462 INTRODUCTION TO

ENGINEERING MANAGEMENT

WRITTEN REPORT The written report is an opportunity for the student to perform further research on the case studies in the textbook. Each student shall write and submit the written report individually. This is NOT a group assignment. The report is to be a typed Word document. The report should be professionally organized, be both grammatically and technically correct and it should cover the topics as completely as necessary. The report must include references, graphs and other pertinent documentation. All resource materials must be properly referenced with full credits. The report will not be returned, so it is suggested that you make a copy for yourself.

The written report shall be 5 to 6 pages (do not exceed 6 pages), double spaced. Include a “Works Cited” section that lists all sources. The Works Cited section is IN ADDITION to the 5 to 6 pages of material. Students will submit a DRAFT written report on or before the date listed in the syllabus. The instructors will provide feedback on the draft. The draft written report will not be part of the Final Grade for the course. The FINAL written report must be submitted on or before the date listed in the syllabus. The final written report will be assigned a numeric grade and will be part of the Final Grade for the course. Select one (1) case study assignment from the list below:

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Case Topic Textbook Pages Assignment

2 ZARA INTERNATIONAL Fashion at the Speed of Light 441-442

Gather the latest information on competitive trends in the apparel industry, and on Zara's latest actions and innovations. Is the firm continuing to do well? Is it adapting in ways needed to stay abreast of both its major competition and the pressures of a changing global economy? Is Inditex still providing worthy management benchmarks for other firms to follow?

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Case Topic Textbook Pages Assignment

3 PATAGONIA Leading a Green Revolution 442-444

Evaluate the risk that ethics might someday lose out to greed even in a company with the idealism of Patagonia. Look carefully into Patagonia’s products and practices and see if you can find any missteps where decisions put profits ahead of the company’s publicly stated environmental goals. Can you find evidence for strong governance and leadership that will protect Chouinard’s values and legacy far into the future? How about the competition? Just how does Patagonia operate today to ensure that ethics and social responsibility are not displaced as core company values? And finally, how about the competition? Is Patagonia still the best role model, or can you identify other firms that deserve to be studied as well as role models in business and society relationships?

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Case Topic Textbook Pages Assignment

4 TIMBERLAND – FROM BOOTMAKER TO EARTHKEEPER Walking a Green Path

444-445

Research other apparel companies held by VF as well as the corporation itself. Describe how they have fared as part of the VF corporate umbrella. How is Timberland doing with a new parent company in charge? In what ways are Timberland’s sustainability goals and practices rubbing off on VF? Has Timberland’s emphasis on Earthkeeping helped or hindered its integration into the VF family of brands?

5 HARLEY-DAVIDSON Style and Strategy with a Global Reach

445-446

Is it accurate to say that Harley- Davidson is still “on top of its game”? How well is the company performing today in both domestic and global markets? Who are its top competitors in other parts of the world, and how well does Harley-Davidson compete against them? Does the electric Harley-Davidson have what it takes to fuel the company’s next stage of global growth?

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Case Topic Textbook Pages Assignment

6 IN-N-OUT BURGER Building Them Better 447-448

Imagine you were asked by In-N- Out Burger to research current industry and social trends, and consumer values and tastes. Write an ad campaign that coincides with the current market landscape and still adheres to In-N-Out’s core values: quality, consistency, friendliness, and cleanliness. How would your ad appeal to customers in ways that the ads from the big chains— McDonald’s, Wendy’s, and Burger King—do not? How would you use social media as part of this ad campaign? And, what can you do that would make this ad so attractive that it goes viral on YouTube?

7 AMAZON One E-Store to Rule Them All 448-449

What are the latest initiatives coming out of Amazon? How do they stack up in relation to actual or potential competition? Is Bezos making the right decisions as he guides the firm through the ever- evolving challenges of today’s cyber markets? Or, is he starting to lose touch as the company grows and his other personal interests take more time and attention?

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Case Topic Textbook Pages Assignment

8 WALGREENS Staying One Step Ahead 449-450

Imagine that you have been retained by Walgreens CEO, Gregory Watson, as a scenario planning consultant. Research what is happening to describe three possible long term scenarios in which Walgreens could face environmental, competitive, and strategic challenges. Explain from where Walgreens threats emerge, possible weaknesses these threats exploit, and strengths Walgreens can draw upon to counter these challenges.

9 ELECTRONIC ARTS Inside Fantasy Sports 450-451

What is the latest in Electronic Arts’ quest to regain its former glory as the top gaming publisher? How well is EA positioned for future competitive advantage? Overall, is EA’s executive team still on “top of its game”? How well is EA positioned for future competitive advantage? Overall, is EA’s executive team still on “top of its game?”

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Case Topic Textbook Pages Assignment

10 DUNKIN’ DONUTS Betting Dollars on Donuts 451-452

Gather information on industry trends, as well as current developments—domestic and international, affecting Dunkin’ Donuts and its competitors. Use this information to build an up-to- date SWOT analysis for Dunkin’ Donuts. Based on the implications of this analysis, is Dunkin’s top leadership doing the right things when it comes to strategic management, or not?

11 NIKE Spreading Out to Win the Race 453-454

What is the current state of competition in this industry? Is Nike continuing to pull away from rivals, or are they catching up? Are new, sleek, and faster rivals starting to get into the picture? What moves has Nike made in regard to how it handles the vast amount of subcontracting used in its supply chain? Does it still have problems keeping control of this supply chain? Is Nike’s organizational structure still a major strength that contributes to its success, or is it creating problems that will call for organizational design changes in the future?

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Case Topic Textbook Pages Assignment

12 GAMIFICATION Finding Legitimacy in the New Corporate Culture

454-455

Review how organizations, including major corporations, nonprofits, and the military, are using gaming. What role is gaming taking on in these settings, and how does its use affect the organizational cultures? What does the evidence suggest—is gamification merely a passing trend, or is it here to stay and may even grow in use in the future?

13 TWO-TIER WAGES Same Job, Different Pay 455-456

Dig into current events, scholarly research, and even financial analysts’ reports for information on two-tier wage systems and their outcomes in various industries. Find the pros and cons from both management and union points of view. Look for interviews with workers who express their real feelings about being on each side of the two-tier system. Create a report that summarizes for the reader or listener the current status of two- tier plans and what we know about how they work and what direction we can expect from them in the future.

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Case Topic Textbook Pages Assignment

14 ZAPPOS They Do It with Humor 456-457

Check the latest on Zappos and Tony Hsieh. How and what are each doing at the present time. Do some research to compare and contrast the leadership style and characteristics of Tony Hsieh with those of his boss at Amazon, Jeff Bezos. How are the leadership styles of the two CEOs alike? In what ways do they differ? For whom would you rather work? Is one better than the other in its situational context?

15 PANERA BREAD Growing a Company with Personality 457-458

Find data reporting on Panera’s recent sales and product initiatives. Find out more about Shaich and how his values and personality affect the company, its mission, and its strategies. Is Panera on the leading edge of its industry, or are other competitors- especially new entrants-starting to nip away at its traditional customers and markets? Does Panera seem to have what it takes to deal with shifting customer values and perceptions of the fast- food industry?

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Case Topic Textbook Pages Assignment

16 SAS Business Success Starts on the Inside 458-459

What’s the latest on SAS? How is the company doing in its industry? How is Goodnight faring as CEO? Are the employees still as motivated and happy as they appear in this case? Have any changes been made in compensation, benefits, or work practices at SAS? Are any planned? In short, is SAS Institute still a motivational role model for other employers, or is it starting to show some rough edges?

17 AUTO RACING When the Driver Takes a Back Seat 459-461

Choose a racing team of interest to you. Research the team, its personnel, and its performance in the most recent racing season. Try to answer this question: What accounts for this team’s success or lack of success—driver talent, technology, teamwork, ownership/leadership, or all four? List at least three lessons from your analysis of the racing team that might be valuable and transferable to teams and organizations in any setting.

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Case Topic Textbook Pages Assignment

18 TWITTER Rewriting (or Killing) Communication 461-462

Research current developments with Twitter. What is presently happening with the firm? What are the financial and business analysts saying? Is Twitter still innovating, and if so, what new directions are evident? Is Twitter on a continued path of success, or is its 140-character appeal starting to fade? Who are Twitter’s major competitors? Are they real threats, or not? Is the tweet here to stay, or will it soon be displaced by the next best leap forward in communication technology?