2006 Winning Case Studies
- Grand Prize
Liesbeth De Smedt, student; Craig Carroll faculty advisor
University of Southern California-Annenberg School for Communication
Title: The Barbie Case
Abstract:
The Barbie Case offers an opportunity to look inside a crisis for the world's
largest toy manufacturer. When Neil B. Friedman became the President of the
Mattel Brands Division in October 2005, Barbie faced decreasing sales, anti-Barbie
campaigns, competitors, and parodies. This study will show how Mattel interpreted
these changes as 'threats', rather than utilizing them as 'opportunities'
to create a pro-Barbie® climate worldwide to restore the doll's
image and brand.
Prize: $5,000 to student; $1,500 to faculty advisor
This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.
- First Prize, Business School
Daniel J. Pozen, student; Paul Argenti, faculty advisor
Tuck School of Business at Dartmouth
Title: Managing a Crisis in Financial Services: Putnam Investments
2003-2004
Abstract: On October 23, 2003, amidst pressure from the SEC and the
state of Massachusetts, Putnam Investments fired two senior portfolio managers
for market timing their own mutual funds. Although market timing was not
technically illegal and questions remained over its ethicality, institutional
clients pulled $4 billion from Putnam funds within one week of learning about
the market timing. On November 3, 2004, Ed Haldeman was named CEO, replacing
Putnam's high profile chief of eighteen years, Lawrence Lasser. Haldeman's
immediate response had to mitigate the outflow of institutional assets before
the New Year. More broadly, the communications and strategic initiatives
he put into place would largely determine whether Putnam could restore the
health of its business over the next two to three years.
Prize: $2,500 to student; $650 to faculty advisor
This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes are available upon request from the Arthur W. Page Society
- Second Prize, Business School
Quinn Bailey and Benjamin Gilfillan, students; James O'Rourke,
faculty advisor
University of Notre Dame-Mendoza College of Business
Title: Choice Point: Personal Data and a Loss of Privacy
Abstract: On September 27, 2004, ChoicePoint, a company that stores
and sells critical personal information, discovered possible fraudulent activity
within their network of databases. On further investigation, ChoicePoint
security officials realized that they may have allowed identity thieves in
Los Angeles, who acted as legitimate business clients, to access more than
110,000 people's personal information. CEO Derek Smith and Communications
Chief James Lee are faced with explaining the loss to clients, the press,
the public, and those who may have been compromised. They also face the daunting
task of restoring confidence in the company.
Prize: $1,500 to students; $350 to faculty advisor
This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes are available upon request from the Arthur W. Page Society.
- Third Prize, Business School
David Lee and Julie Ratliff, students; James O'Rourke, faculty
advisor
University of Notre Dame-Mendoza College of Business
Title: Citigroup: Restoring Ethics and Image Before Growth
Abstract: The new CEO of Citigroup, Charles Prince, proposes a Five
Point Ethics Plan in an attempt to change the ethics, culture and operations
of the company. The plan is a response to significant regulatory scrutiny,
paying out massive legal settlements and a Federal Reserve announcement requiring
the company to refrain from mergers and acquisitions until they have cleaned
up the internal controls. His plan includes expanded training, enhanced focus
on talent, balanced performance appraisals, improved communications, and
strengthened compliance controls. As current key executives leave the company
and experts in ethics are skeptical, many wonder if Citigroup will be able
to successfully communicate this program while they hold back on growth to
implement this new culture.
Prize: $800 to students; $200 to faculty advisor
This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes are available upon request from the Arthur W. Page Society.
- First Prize, Communication/Journalism School
Yuliya Melnyk and
Moushumi Anand, students; María Len-Ríos, faculty advisor
University of Missouri-Columbia
Title: How the Russian Company Pallet Trucks Used Public Relations Strategies
to Protect its Business and the German Brand Pfaff-silberblau in Russia in
2001
Abstract: The case shows how crises can occur in a global economy.
It demonstrates how two companies, a German manufacturer and a Russian retailer,
partnered to combat a crisis when competitors started selling copies of the
manufacturer's "brand" equipment.
Prize: $2,500 to students; $650 to faculty advisor
This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes are available upon request from the Arthur W. Page Society.
- Second Prize, Communication/Journalism School
Anna Strahs, student; Dr. Yan Jin, faculty advisor
Virginia Commonwealth University-School of Mass Communications
Title: Court of Public Opinion Points Finger at Wendy's
Abstract: When part of a human finger was planted in a Wendy's chili
early this year, both internal and external publics (media, Wendy's consumers)
reacted in different ways. The company faced a challenge: How should Wendy's
best utilize its resources and internal publics to work together to pull
out of a crisis of public opinion? This case study allows for the understanding
and analysis of how the case was handled from a crisis point of view. It
also allows a look into how Wendy's, as a brand, defended their product and
what can be learned from how the crisis was handled.
Prize: $1,500 to student; $350 to faculty advisor.
This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes are available upon request from the Arthur W. Page Society.
