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This critical incident describes a situation in which Jane, a loyal McDonald’s drive-thru customer, was frustrated after finding out how little McDonald’s actually donates to their name-sake charity, Ronald McDonald House Charities (RMHC). She...
This critical incident describes a situation in which Sarah, a frustrated Delta customer, spent over 16 hours stranded in the airport due to flight cancellations because of a Delta technology failure. During this time, Sarah and thousands of...
Nissan CEO Carlos Ghosn intends to introduce the first mass-produced all-electric car, the Leaf, in December 2010. His expectation is that by 2012 the vehicle will be mass marketed to the public. If electric cars account for one tenth of all...
The Downtown Development Corporation (DDC) in Fletcher, NE was a non-profit organization that organized events in downtown Fletcher, a small community that underwent a downtown revitalization. The DDC hired consultants to develop a marketing...
Nick Servies, the founder and owner of Scarlet Lane Brewing Company, was faced with a dilemma. Scarlet Lane Brewing (SLB) had decided to position their brewery as producing ‘gender neutral’ beers. Gender neutral basically meant that they were...
By 2011 analysts and journalists were buzzing about why Starbucks had been so timid with its entry into India. After all, Starbucks had over 17,000 stores worldwide in 55 countries. As the creator of the “café market” also called the “retail...
It was April and azaleas were blooming everywhere, but Tim Peterson was not enjoying the beauty around him. He was looking at sales at his one-person barbershop and was frustrated. He simply did not know what to do – he had bills to pay and...
The Air Zoo, an aviation museum located in southwest Michigan, is approaching its 30th anniversary and is faced with declining attendance and thus not meeting its financial goals. In early 2008, CEO Bob Ellis is considering the elimination of...
Sylvia Wright, owner of a local Hallmark card shop, had just read a newspaper article announcing the closing of another location in a neighboring county. As the Christmas shopping season approached, Sylvia wondered if she, too, would join a...
This decision-oriented critical incident addresses potential legal and marketing conflicts in the restaurant industry based on claims of superior food or of inferior competitor products. The organizational focus is Pizza Hut and its response to...