Teaching Notes Robert Grant - Strategy 4th Edition
Contents
Introduction
3
1 Madonna 21 2 Laura Ashley Holdings plc: The Battle for Survival 26 3 The US Airline Industry in 2002 33
4 DaimlerChrysler and the World Automobile Industry 41 5 Wal-Mart Stores Inc., May 2002 49
6 Eastman Kodak: Meeting the Digital Challenge 62 7 Organizational Restructuring within the Royal Dutch/Shell Group 70 8 Harley-Davidson, Inc., January 2001 77 9 Online Broking Strategies: Merrill Lynch, Charles Schwab and E*Trade 83 10 11 12 Emi and the CT Scanner [A] & [B] 88 Rivalry in Video Games 98 Birds Eye and the UK Frozen Food Industry 109 1
CONTENTS
13 14 15 16
Euro Disney: From Dream to Nightmare, 1987–94 116 Richard Branson and the Virgin Group of Companies in 2002 125 General Electric: Life After Jack 131 AES Corporation: Rewriting the Rules of Management 139
2
Introduction
This new edition of Cases in Contemporary Strategy Analysis has been developed to accompany the fourth edition of the textbook Contemporary Strategy Analysis. A key feature of the Casebook is its close integration with the concepts and techniques outlined in the textbook. All the cases, except one, have been specially written to link with a specific chapter of the textbook. (In some instances, the cases apply principles and techniques from more than one chapter.) The main characteristics of the cases are: • Most of the companies featured in the cases are widely known. The fact that most students will have some familiarity with the companies featured in the cases means that the cases will be relatively accessible to students. • Most of the cases are of recent vintage. Most refer to situations in 2001 and 2002. However, whether the case study relates to events in 2002 or (as in the case of the EMI) the 1970s, the important challenge for the instructor is to focus the discussion on the events at the time of the case and to ignore the wisdom of hindsight. • The cases have been designed for use at multiple teaching levels. We have used
Introduction
3
1 Madonna 21 2 Laura Ashley Holdings plc: The Battle for Survival 26 3 The US Airline Industry in 2002 33
4 DaimlerChrysler and the World Automobile Industry 41 5 Wal-Mart Stores Inc., May 2002 49
6 Eastman Kodak: Meeting the Digital Challenge 62 7 Organizational Restructuring within the Royal Dutch/Shell Group 70 8 Harley-Davidson, Inc., January 2001 77 9 Online Broking Strategies: Merrill Lynch, Charles Schwab and E*Trade 83 10 11 12 Emi and the CT Scanner [A] & [B] 88 Rivalry in Video Games 98 Birds Eye and the UK Frozen Food Industry 109 1
CONTENTS
13 14 15 16
Euro Disney: From Dream to Nightmare, 1987–94 116 Richard Branson and the Virgin Group of Companies in 2002 125 General Electric: Life After Jack 131 AES Corporation: Rewriting the Rules of Management 139
2
Introduction
This new edition of Cases in Contemporary Strategy Analysis has been developed to accompany the fourth edition of the textbook Contemporary Strategy Analysis. A key feature of the Casebook is its close integration with the concepts and techniques outlined in the textbook. All the cases, except one, have been specially written to link with a specific chapter of the textbook. (In some instances, the cases apply principles and techniques from more than one chapter.) The main characteristics of the cases are: • Most of the companies featured in the cases are widely known. The fact that most students will have some familiarity with the companies featured in the cases means that the cases will be relatively accessible to students. • Most of the cases are of recent vintage. Most refer to situations in 2001 and 2002. However, whether the case study relates to events in 2002 or (as in the case of the EMI) the 1970s, the important challenge for the instructor is to focus the discussion on the events at the time of the case and to ignore the wisdom of hindsight. • The cases have been designed for use at multiple teaching levels. We have used