Before accepting the assignment please read all. The paper needs to be at least 7 pages long not including the cover and reference page. Only the sources attached can be used as references. The paper needs to have at least 10 in text citations. You must answer all of the questions covered in the Roman Numeral section. You must write the assignment covering all points in the grading rubric that is attached. The report needs to be complete by 12:00 noon on 3/2/2019. You must be willing to make corrections if needed.
The purpose of this project is to apply leadership concepts to a crisis leadership situation and to make recommendations for a crisis-ready culture.
The key to doing well in this assignment is to use course materials from all seven weeks. While there is a focus on Week 7 content, students are expected to apply the concepts learned from weeks 1 through 6 as well. Moreover, students are expected to apply examples from the case scenario to concepts learned from the course materials. Students will not need to use course materials outside of those provided in this classroom, so use of any other course materials should be highly discouraged.
A Snapshot of the Case and the Underlying Issues:
This case focuses on a crisis that was created because of poor leadership decisions and behaviors. The decisions made by Higgins created the problem, but at the core of this problem was the poor leadership of Brown. Higgins made a decision to purchase genetically modified Echinacea for short-term gain. She made this decision without consulting with anyone. But the crisis could have been prevented by Brown. Brown demonstrated:
Finally, this case demonstrates what can happen when culture, structure, and strategy do not align. After working through these leadership issues, students will provide recommendations to make Biotech crisis-ready.
You are also completing this project to help you develop the skills of analysis, critical thinking, and writing a report. Writing is critical because in business it is important to convey information clearly and concisely and to develop a personal brand. Developing a personal brand is important because it is the ongoing process of establishing an image or impression in the minds of others especially those in positions above you. Having a strong personal brand can lead to opportunities that include promotions.
Skills: Writing, Critical Thinking, Developing a Personal Brand, Situational Analysis, Writing a Report.
Outcomes Met With This Project:
Step 1: The Scenario
Read the Case Scenario that follows and answer Mr. Barney’s questions in the form of a report. Address the report to Mr. Barney.
You walk into your office one morning and see an article on your desk. You pick it up and realize that Mr. Barney, the CEO, placed it there! He also has some questions on a post-it note and a request for recommendations.
Max Barney was exhausted. He had just finished a long meeting with his current VP of Headquarter Operations, Michael Brown. Michael, who was himself getting ready for retirement, was giving Barney a rundown of a recent crisis that impacted the company. While the dust seemed to be settling, Barney recognized that this was one of the worst things to ever happen to his company.
Michael recalls the crisis in the following way:
“On the morning of January 19th, I got a call from Joanne Edwards, my contact at our major distributor, Happy and Healthy Foodmart. She told me that three of her customers had complained that Biotech’s echinacea had made them ill. I called our legal department immediately to put them on alert. By noon that day, the number of reported illnesses had risen to seven. By January 22nd, the worst possible news came in – one of those people had actually died.
I called my team together immediately to come up with a plan for an immediate Recall. We needed to manage this crisis with our employees, our distributors, and most of all our customers. Controlling the message to the public and the media was critical. We’d had Recalls before, but never in reaction to a customer death. This was a whole new ball game for us.
Once the Recall had been put in place, we needed to get to the bottom of the echinacea problem. We started looking at the suppliers and ended up in the Purchasing Department. When we discovered that Henrietta Higgins, the Assistant Director of Purchasing, had cut a deal with a new supplier I became furious, Max. I mean, it was not one of my proudest moments.”
“That’s understandable,” replied Max, “go on. Tell me more.”
“Well, Higgins received an offer from a new supplier to buy genetically modified echinacea. She explained that she thought it was a good move because it would save the company over 20% on the wholesale price. She made the decision unilaterally, Max, without every going to her supervisor or to me to discuss it.”
“What did you do when you found this out?” asked Max.
“I fired her, of course. We had no other choice, Max. It’s because of her we have this crisis. And on top of that, we’ve decided to halt all sales of all echinacea in the foreseeable future.”
“Who’s we?” Max asked, with concern in his voice now.
“My team, of course. I told my managers about my decision and they’re all behind me 100%. We all know how important it is to act quickly in this situation, Max. You can trust me to turn this situation around.”
Max left the meeting sure about two things. First, he was secretly relieved that Michael was nearing retirement. The new VP of Headquarter Operations could start fresh. Second, he had just finished reading an article about a “Crisis Ready Culture”. He knew that it was time for Biotech to start developing a crisis-ready culture.
Max drops by your office with a copy of that article. He has a post-it note on the article, with the following questions and a request for recommendations:
Step 2. The Questions to Answer
You will answer the 11 questions above provided in Step 1.
Step 3. Write the Report.
Create a Word or Rich Text Format (RTF) report should be no more than seven (7) pages double-spaced, Times New Roman-12 points font. Those five pages do not include therequired Title Page, Reference Page and Appendix. You will use the following format.
The report should use Roman Numeral numbering for each section and answer each of Mr. Barney’s questions, as follows:
Step 4. Submit the Completed Report in the Assignment Folder.
Submitting the project to the Assignment Folder is considered the student’s final product and therefore ready for grading by the instructor. It is incumbent upon the student to verify the assignment is the correct submission. No exceptions will be considered by the instructor.
Other Required Elements:
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