Customer Trust or Business Realities: Trying to Keep a Small, Family Firm Alive in

This decision-based critical incident describes Jorge’s concern about how to deal with the double bind of customer backlash caused by charging large deposits for propane tanks while facing a severe labor shortage. The double bind of customer backlash and a labor shortage threatened the viability of Gutierrez Gas, which Jorge had operated since graduating from university. Jorge needed a miracle solution to help prevent the loss of propane tanks, retain his customer base, and keep his firm appropriately staffed.