管理学案例分析和问答题参考题答案

案例分析参考答案

第7章案例分析Underwater Chaos

1. What’s your reaction to this story? What does it illustrate about decision making?

With the vast sums of money invested into large projects like the Eurotunnel (approximately ￡9.5bn), it amazes observers that important information (i.e. the affect of the cold weather) would not be considered beforehand. However, this situation is fairly common in projects that use groundbreaking technologies in extreme environments. These types of projects occur under conditions of uncertainty and great risk. It is common for these projects to experience unexpected ‘hiccups.’ The best case scenario in these types of projects is to plan as to avoid life threatening catastrophes and to have contingencies plans in case of emergencies.

2. How could the decision-making process have helped in both the response to the crisis situation and in preventing it from happening?

Better planning is always suggested after the fact. Consideration of the effects of extreme weather could have been made part of the testing of the train and track equipment before it was put into use. While the situation was developing, emergency plans should have been in place to deal with a possible breakdown and better communication equipment made available. Eurostar should have been clued into possible problems when other forms of transportation broke down during the extreme weather. It is important to note that Eurostar did take the necessary actions after the incident to correct communication problems and retrofit train equipment.

3. Could procedures, policies, and rules play any role in future crisis situations like this one? If so, how? If not, why not?

Students may not be aware that most companies have plans for dealing with emergencies. Airlines are a good example of firms that practice risk management. These firms develop contingency plans for minor and worse case scenarios. Employees are trained in how to handle emergencies and backup/emergency equipment is distributed throughout the organization. However, unexpected emergencies are by their very nature difficult to plan for. It is almost impossible to plan for every emergency. For example, after the first space shuttle disaster, NASA grounded the entire program and put together a small army of engineers and scientists to mitigate risk to the crew. Unfortunately, the shuttle program by nature is risky and again suffered the loss of another ship and crew.

4. What could other organizations learn from this incident?

As the adage goes, ‘accidents happen.’Learning from mistakes and the actions that a company takes during an event like this is what’s important.Ask students if they have experienced a similar situation. Students may be able to relate to being stuck in a plane on a runway or in a hotel when services were down. How did the company respond?

第9章案例分析Faded Signal

1. What strategic mistakes did Nokia make in the U.S. market?