Directions

These directions are current as of June 9th 2000.
Probability of Changing: 'HIGH'

This is a fictional case developed by HBR but with real (and well known) consultants providing feedback and advice. This is a good prototype example for the real life cases that you will be experiencing out in the field. This case will require that you use six articles of outside reading to complete. (You'll be required to read them for this class as well.)

Write Ups

The write up will require you to answer predefined questions (at the bottom) and cross reference a series of concepts from six articles (that you will have already ready by now) with the case and use those concepts to develop a strategy. You'll also be required to cite which concept you are using.

• Making Business Sense of the Internet.
  Concepts:
  1. 4 distinct types of opportunities
  2. Process of pirating the value chain
  3. 3 Opportunities for creting new value by taking away bits of someone else's business
  
  
• Versioning: The Smart Way to Sell Information.
  Concepts:
  1. Logic of free Versions
  2. Linking Price to Value
  3. Versioning (The Concept) - of the 11 versions, which could be applied and how many vesions?
  
  
• Time Pacing: Competing In Markets That Won't Stand Still.
  Concepts:
  1. Event Pacing Concepts - discuss typical problems as it appropriately relates to the case
  2. Time Pacing Concepts - discuss advantages as it appropriately relates to the case
  3. Transitions and Rythms Concepts - discuss as apropriately relates to the case.
  
  
• Judo Strategy: The Competitive Dynamics of Internet Time.
  Concepts:
  1. 3 Principles of Judo Strategy - apply where appropriate to case.
  2. Apply the Judo Strategy Do's and Don'ts to the case where appropriate
  
  
• Managing in the Marketspace.
  Concepts:
  1. Concepts of Content, Context and Infrastructure - Unbundle their current transactions of the marketplace and transform them into marketspace transactions. Describe where and which of these three elements you would add value and in what new way would you do it.
  
  
• Creating New Marketspace.
  Concepts:
  1. Apply the 6 basic approaches to creating new markets to the case.
  2. Create a Value curve for the case.

NOTE: You are required to apply the concepts listed here to the case and cite these concepts explicitly during the writeup / analysis. I won't tell you where they should be applied, just that they can be applied. You should figure out the best place to apply them, site them and then incorporate them in your discussion. Be as explicit as possible, even to the point of overkill. That's okay.

Directions for the writeup of this case:

(Read this stuff carefully, I'll be checking for every point listed below.)

The case should flow according to the headings of each of the sections articulated below. Make sure your major topic headings stand out (bold, biger font, etc).

• Case Length: 5-6 pages, single spaced, normal font, normal margins.
• Heading: FACTS: 1/2 Page Exactly: List bullet points of the facts of the case - the most concise, distilled version you can muster up.
• Heading: Observable Items: 1/2 Page Exactly: List bullet points of the (a) assets, (b) liabilities, (c) strengths, (d) weaknesses of TradeRite.
• Heading: Articles Concept Analysis: 3 Pages Exactly: Analyse the case by means of applying the concepts listed above from the 6 articles to the situation of TradeRite. Use the following subheader structure for articulating the flow in this section:
  • Making Business Sense of the Internet.
  • Versioning: The Smart Way to Sell Information.
  • Time Pacing: Competing In Markets That Won't Stand Still.
  • Judo Strategy: The Competitive Dynamics of Internet Time.
  • Managing in the Marketspace.
  • Creating New Marketspace.

Underneath these subheaders, apply your understanding of the concepts articulated to the appropriate issues of the case. Be elaborate and clear. The concepts are numbered per article, make sure you have a section (however small or not) for each item listed.

Heading: Executive Strategy: 2 Pages Exactly: Consider yourself senior management at TradeRite. Devise a strategy to (A) handle this problem, and (B) to take this company into the online age successfully and with the ability to create and sustain value and wealth in the long term.

Notes: In this section you can use anything you can get your hands on, Industry experiance, intuitive knowledge, outside articles, books, etc. What ever you feel appropriate, use. But articpulate a strategic plan and it rationale.

Postings, Dead Tree Edition, Electronic Version

Hand in the "Dead Tree Edition" in class, email me a Word file.

In Class Discussions

I'll ask for the facts of the case to be articulated in a very concise abreviated version. I'll poll each individual as to what their responses to the laundry list are during the discussion part of the class. I'd like you to present a series of responses to the laundry list in class based upon their own academic / professional experiences and based upon the readings given to you.

1. Be able to articulate the facts of the case in a clear concise manner.
2. Look for the "lessons learned" from this case. This typically comes from the dialog of the analysist's, but it can come from the dialog of the main players.
3. Distill in one or two sentences what the real problem definition is, and be able to articulate the 'relevant' facts of the case (ie. only those important facts).
4. Decide if there are any politics involved and articulate who the players are and what the issues are.
5. Search for significant latent trends which clarify or affect the problem either in the marketplace or industry.
6. What strategy would you employ? Be ready to describe it on demand during the discussion part of class #2. Follow the dialog of the consultants for a idea of strategy.
7. Search out the anomolies (things that don't quite make sense just yet. (I found at least two).
8. Be able to describe what your Management strategy and Marketing strategy would be.