- Subject: Strategic Management. - Mandatory book for this week's assignment (file attached - please include in citations): Rothaermel, F. T. (2013). Strategic management: Concepts. New York: McGraw-

Assig nm en t:

E ssay # 1: D oes F ace book H ave a S tr a te gy? [1 ]

F ace book w as fo unded in a d orm r o om a t H arv a rd in 2 004 b y 1 9-y e ar-o ld M ark

Z ucke rb erg a nd th re e c o lle ge p als . W hat b egan a s a h obby to le t c o lle ge s tu dents

s o cia liz e o nlin e is n ow th e w orld ’s la rg est s o cia l n etw ork in g s it e , w it h m ore th an 1 .1

b illio n u se rs a nd o ve r $ 5 b illio n in r e ve n ues ( in 2 012). A s o f s u m mer 2 013, F ace book is

t h e m ost p opula r w ebsit e g lo bally , e ve n m ore p opula r th an G oogle . Z ucke rb erg s e es

onlin e s o cia l n etw ork in g a s th e “ m ost p ow erfu l a nd tr a nsfo rm ativ e s o cia l c h ange” in

r e ce nt h is to ry , a nd th e b ig gest in ve n tio n s in ce G ute nberg ’s p rin tin g p re ss[2 ]. In deed, it ’s

m ade h im th e w orld ’s y o ungest b illio nair e .

B efo re F ace book b eca m e a g lo b al p henom en on, it h ad to o ve rc o m e th e fir s t- m ove r

adva nta ge h eld b y M ysp ace . L a unch e d in 2 003, M ysp a ce w as a n e arly le ader in s o cia l

netw ork in g. Its s u cce ss a ttr a cte d th e a tte ntio n o f N ew s C orp . a nd o th er m edia o utle ts .

N ew s C orp . a cq uir e d M ysp ace fo r $ 580 m illio n in 2 005. A s a s u bsid ia ry o f a p ublic ly

o w ned c o m pany, M ysp ace ’s r e ve nues a nd p ro fit a bilit y b eca m e m ore p re ssin g is su es

afte r th e a cq uis it io n. M ysp ace ’s b usin ess m od el s h if te d fr o m a ccu m ula tin g m ore u se rs

to g ro w in g r e ve nues a nd p ro fit s b y fo cu sin g o n a fe w a ds-h eavy m ark e ts s u ch a s th e

U S, U K, G erm any, F ra nce , a nd J a p an. M ysp a ce w as h it h ard b y th e g lo bal e co nom ic

d ow ntu rn th at b egan in 2 008. A y e a r la te r, it la y o ff 4 5 p erc e n t o f it s s ta ff .

F ace book, o n th e o th er h and, r e m ain ed a p riv a te c o m pa ny u ntil M ay 2 012. A m ong

oth er in ve sto rs , M ic ro so ft p urc h a se d a $ 240 m illio n e quit y s ta ke in 2 007, a nd a R ussia n

in ve stm ent g ro up a dded $ 200 m illio n in 2 009. F ace b ook’s m an agers h ad le ss p re ssu re

to p ro duce b otto m lin e r e su lt s th a n d id M ysp a ce . T his a llo w ed th e c o m pany to p urs u e a

d if f e re nt b usin ess m odel: m ore u se rs fir s t, p ro fit s la te r. W hile M ysp ace c o nce ntr a te d o n

a fe w d eve lo ped m ark e ts , F ace b ook p urs u e d a tr u ly g lo bal s tr a te gy. M ore th an 7 0

perc e nt o f it s u se rs a re o uts id e t h e U nit e d S ta te s. In 2 008, F ace book d is p la ce d

M ysp ace a s th e m ost p opula r s o cia l n etw ork in g s it e . F ace b ook’s n ew c h alle ngers in th e

so cia l m edia s p ace in clu de G oo gle , L in ke d In , P in te re st, a nd T w it te r.

F ace book’s b usin ess m odel is b ase d o n th re e p illa rs :

1. N ew s F eed. L aunch ed in S epte m ber 2 006, th is q uic kly b eca m e a c o re fe atu re o f

F ace book. It is a t th e h eart o f a u se r’s h om ep age a nd p ro vid es r e gula r u pdate s o f

fr ie nds’ p osts , p hoto s, e ve nts , g ro up m em be rs h ip s, a nd o th er s u bje cts . T he p rio rit y

o f it e m s d is p la ye d in th e N ew s F eed is b ase d o n a c o m ple x a lg orit h m .

2. Tim elin e. T his is a n u pdate d v e rs io n o f th e p ro file p ages a nd w as la unch ed in

S epte m ber 2 011 . It a llo w s e ach u se r to p ain t a c o m ple te lif e s to ry o n h is o r h er

pro file . U se rs c a n s e le ct w hat in fo rm atio n is s h a re d a nd w it h w hom th ey s h are it .

3. G ra ph S earc h . Z ucke rb erg c a lls th e n etw ork o f c o n nectio ns b etw een p eople th e “

s o cia l g ra ph.” G ra ph S earc h is a n a tte m pt to m ap th e g lo bal s o cia l g ra ph in th e

fo rm o f a m assiv e d ata base . In tr o duce d in J a n uary 2 013, it is a s e arc h b ar th at

hove rs a t th e to p o f F ace book’s w eb p age, a ctin g a s a tit le fo r th e c o nte nt o f th at page a nd a llo w in g a u se r to q uery th e p ortio n o f th e s o cia l g ra ph th at is c o nnecte d

to a nd fille d in b y th e u se r.

A s E xh ib it F ig ure 1 s h ow s, in M ay 2 012 F ace b ook w ent p ublic w it h a n in it ia l s h are p ric e

o f $ 38, m akin g th e c o m pany w orth m ore th an $ 100 b illio n. J u st a y e ar la te r, in th e

su m mer o f 2 013, F ace book w as v a lu ed a t a ro und $ 60 b illio n. In a n in te rv ie w , M ark

Z ucke rb erg c o nce ded, “ T he p erfo rm an ce o f th e s to ck h as o bvio usly b een

dis a ppoin tin g.” [3 ]

F ig ure 1

Q uestio ns

1. Wh y is F ace book th e n um ber o n e s o cia l m ed ia c o m pa ny, a nd n ot M ysp ace w hic h

e njo ye d a fir s t m ove r a dva nta ge?

2. G iv e n th e h allm ark s o f g ood a n d b ad s tr a te gy d o y o u th in k F ace book h as a g ood

str a te gy? Wh y o r w hy n ot?

3. T he fir s t s te p in c re atin g a g ood s tr a te gy is to d ia gnose th e c o m petit iv e c h alle nge.

Wh at d o y o u b elie ve is F ace book’s n um be r o ne c o m pe tit iv e c h a lle nge?

4. Wh at to p th re e r e co m mendatio ns w ould y o u g iv e M r. Z ucke rb erg ? W hy? S upport

y o ur a rg um ents .

5. Id entif y w hic h s tr a te gie s h ave b a ckfir e d fo r F ace b ook. D is cu ss th em a nd w hy d o

yo u th in k th ese a re b ad s tr a te gie s? D o y o u th in k th eir s tr a te gy is s u sta in able ? W hy

or Wh y n ot?

6. C onduct a S ta ke hold er A naly sis o f F ace b ook. Id entif y th e to p 5 s ta ke hold ers a nd

dis cu ss h ow F ace book is s a tis fy in g th eir c o n ce rn s.

S ourc e s: T his M in iC ase is b ase d o n “ F ace b ook’s la nd g ra b in th e fa ce o f a d ow ntu rn ,”

B lo om berg B usin essw eek, N ove m be r 2 0, 2 008; “ A s p e cia l r e port o n s o cia l

netw ork in g,” T he E co nom is t, J a n uary 3 0, 2 010; “ F ace b ook C EO in n o r u sh to ‘ fr ie nd’

W all S tr e et,” T he W all S tr e et J o u rn al; “ T he w orld ’s b illio nair e s,” F orb es, M arc h 1 0, 2010; “ F ace book w ants to k n ow m ore th an ju st w ho y o u r fr ie nds a re ,” T he W all S tr e et

Jo urn al; “ F ace book’s W ash in g to n p ro ble m ,” B lo om be rg B usin essw eek, M ay 1 3, 2 010;

“ L iv e s o f o th ers ,” T he E co nom is t, M ay 2 0, 2 010; w ww. c o m sco re . c o m ; w ww.

fa ce book. c o m ; a nd w ww. m ysp a ce . c o m . F or a n in -d epth d is cu ssio n o f F ace book, s e e:

C ase S tu dy M HHE- F TR - 0 021 “ F ace b ook: W ill W all S tr e et h it th e ‘L ik e ’ b utto n?” b y

F ra nk T . R oth aerm el a nd S eth T a ylo r ( 2 014).

E ssay # 2: M IC HAEL P H ELP S, n ic kn am ed M P, is th e m ost d eco ra te d O ly m pia n o f a ll

t im e. C om petin g in fo ur O ly m pic G am es,[4 ] th e A m eric a n s w im mer w on 2 2 O ly m pic

m edals , in clu din g 1 8 g old m edals ! In 2 000 a t th e S yd n ey O ly m pic s, M P w as, a t th e a ge

of 1 5, th e y o ungest U S a th le te in a lm ost s e ve n d eca d es. In 2 008, a t th e B eijin g

O ly m pic s, P help s w on a n u npre ce dente d e ig ht g old m ed als , a nd w hile d oin g s o s e t

se ve n n ew w orld r e co rd s. E ig ht s h o rt d ays c h a nged O ly m pic h is to ry a nd M P’s lif e

f o re ve r, m akin g h im o ne o f th e g re ate st a th le te s o f a ll tim e. Im media te ly a fte r th e e ve nt,

T he W all S tr e et J o urn al r e porte d th at P help s w ould b e lik e ly to tu rn th e e ig ht g old

m edals in to a c a sh flo w s tr e am o f m ore th an $ 100 m illio n th ro ugh s e ve ra l p ro duct a nd

se rv ic e e ndors e m ents .[5 ] P help s d id n ot r e st o n h is la ure ls , h ow eve r. In 2 012 a t th e

London S um mer O ly m pic s, M ic h a el P help s a dded a noth er fo ur g old a nd tw o s ilv e r

m edals , e le va tin g h im to s u pers ta rd om . O ne in te re stin g fa ct is th at M P b eca m e a n

O ly m pic h ero a gain st s ig nif ic a nt o dds. S o, h ow d id h e b eco m e s o s u cce ssfu l?

I n h is y o uth , M P w as d ia gnose d w it h a tte ntio n d efic it h yp e ra ctiv it y d is o rd er ( A D HD).

D octo rs p re scrib ed s w im min g to h elp h im r e le ase h is e nerg y. It w ork e d! B etw een 2 004

and 2 008, M ic h ael P help s a tte nd ed th e U niv e rs it y o f M ic h ig an, s tu dyin g m ark e tin g a nd

m anagem ent. H e h ad a lr e ady c o m pe te d q uit e s u cce ssfu lly in th e 2 004 A th ens S um mer

O ly m pic s, w here h e w on e ig ht m edals : s ix g old a nd tw o b ro nze . R ig ht a fte r th e A th ens

G am es, th e th en 1 9 y e ar o ld s a t d ow n w it h h is m an ager, P ete r C arlis le , a nd h is lo ng-

tim e s w im c o ach , B ob B ow m an, to m ap o ut a d eta ile d s tr a te gy fo r th e n ext fo ur y e ars .

T he e xp lic it g oal w as to w in n oth in g le ss th an a g old m ed al in e ach o f th e e ve nts in

w hic h h e w ould c o m pete in B eijin g. [6 ] B ob B ow m an w as r e sp o nsib le fo r g ettin g M P

in to th e n ece ssa ry p hysic a l s h a pe n eeded fo r B eijin g a nd n urtu rin g th e m enta l

to ughness r e quir e d to b re ak M ark S pit z ’s 3 6-y e a r r e co rd o f s e ve n g old m edals w on in

t h e 1 972 M unic h O ly m pic G am es. P ete r C arlis le , m ea n w hile , c o nce iv e d o f a d eta ile d

str a te gy to la unch M P a s a w orld s u p ers ta r d urin g th e B eijin g G am es. W hile M P s p ent

six h ours a d ay in th e p ool, C arlis le fo cu se d o n e xp o sin g M P to th e A sia n m ark e t, th e

la rg est c o nsu m er m ark e t in th e w orld , w it h a s p e cia l e m ph asis o n th e C hin ese

co nsu m er. M P’s w id e-ra ngin g p re se n ce in th e r e al w orld w as c o m bin ed w it h a h uge

exp osu re in th e v ir tu al w orld . P help s p osts a nd m ain ta in s h is o w n F ace book p age, w it h

7 .5 m illio n “ p hans.” M P is a ls o a fa vo rit e o f T w it te r, Y ou T ube, a nd o nlin e b lo gs,

g arn erin g w orld w id e e xp osu re to a n e xte nt n eve r b efo re a ch ie ve d b y a n O ly m pia n.

[7 ]T he g ra dual b uild up o f P help s o ve r a n um be r o f y e a rs e nable d m anager P ete r

C arlis le to la unch M P a s a s u pers ta r r ig ht a fte r h e w on h is e ig hth g old m edal a t th e

B eijin g G am es. B y th en, M P h ad b eco m e a w orld w id e b ra nd. A s u cce ssfu l s tr a te gy c a n b e b ase d o n le ve ra gin g u niq ue r e so u rc e s a nd c a pabilit ie s.

A cco rd in gly , s o m e s u ggest th at M P’s s u cce ss c a n b e e xp la in ed b y h is u niq ue p hysic a l

endow m ents : h is lo ng th in to rs o , w hic h r e duce s d ra g; h is a rm s p an o f 6 fe et 7 in ch es

(2 04 c m ), w hic h is d is p ro portio na te to h is 6 fo ot 4 in ch ( 1 93 c m ) h eig ht; h is r e la tiv e ly

s h ort le gs fo r a p ers o n o f h is h e ig ht; a nd h is s iz e -1 4 fe et w hic h w ork lik e flip pers d ue to

h yp er m obile a nkle s. [8 ] Wh ile M P’s p hysic a l a ttr ib ute s a re a n ece ssa ry c o ndit io n fo r

w in nin g, th ey a re n ot s u ff ic ie nt. M any o th er s w im mers , lik e th e A ustr a lia n Ia n T horp e

(w ho h as s iz e -1 7 fe et) o r th e G erm an “ a lb atr o ss” M ic h a el G ro ss ( w it h a n a rm s p an o f 7

f e et, o r 2 13 c m ), a ls o b ro ught e xtr a ord in ary r e so u rc e e ndow m en ts to th e s w im m eet.

Y et n eit h er o f th em w on e ig ht g old m ed als in a s in gle O ly m pic s.

Q uestio ns

1. O ly m pia ns g enera lly d o n ot tu rn in to g lo bal p henom en a. O ne r e aso n is th at th ey

are h ig hlig hte d o nly e ve ry fo ur y e ars ( e . g ., n ot to o m an y p eople fo llo w c o m petit iv e

s w im min g o r d ow nhill s kiin g [ th in k L in dse y V on n] o uts id e th e O ly m pic s). H ow d id

M ic h ael P help s tr a nsfo rm h is c o m pe tit iv e a dva n ta ge a s a n a th le te in to a “ g lo bal

bra nd”?

2. F ollo w in g th e B eijin g O ly m pic s, a p hoto p ublis h e d b y a B rit is h ta blo id s h ow ed

M ic h ael P help s u sin g a “ b ong,” a d evic e fo r s m okin g m ariju ana, a t a p arty in

S outh C aro lin a. K ello gg’s w it h dre w P help s’ e ndors e m en t c o n tr a ct. W hat d oes th is

i n cid ent te ll y o u a bout m ain ta in in g a nd in cre asin g b ra nd v a lu e o ve r tim e?

3. A cco rd in g to a s tu dy b y tw o e co no m ic s p ro fe sso rs a t th e U niv e rs it y o f C alif o rn ia ,

D avis , [9 ]a noth er e xa m ple o f a n a th le te w ho lo st s ig nif ic a n t “ b ra nd v a lu e” is T ig er

W oods, w ho d estr o ye d a n e stim ate d $ 12 b illio n in s to ck m ark e t v a lu e o f th e fir m s

sp onso rin g h im — A cce ntu re , G ille tte , N ik e , P epsiC o ( G ato ra de), a nd E le ctr o nic

A rts ( E A). A s a m anager, w hat le sso ns a bout c e le brit y e ndors e m ents c a n y o u

dra w fr o m th e e xa m ple s o f P help s a nd W oods? W hat a re s o m e g enera l ta ke

a w ays th at a s tr a te gis t s h ould k e ep in m in d?

E ssay # 3: N ot lo ng a fte r A pple b eca m e th e w orld ’s m ost v a lu able c o m pa ny, s ig ns o f

tr o uble e m erg ed. A lt h ough A pple e nfo rc e d it s in te lle ctu al p ro perty in a le gal d is p ute

w it h S am su ng, it e nte re d in to a lic e n sin g a gre em en t w it h H TC , a T a iw anese m ake r o f

m obile p hones. S om e a rg ue th at A pple u nder S te ve J o b s’ le aders h ip w ould n eve r h ave

e nte re d a ny a gre em ents th at w ould a llo w d ir e ct c o m pe tit o rs to b enefit fr o m A pple ’s

p ro prie ta ry te ch nolo gy. D esp it e A pple ’s c o u rtr o om v ic to ry a gain st S am su ng, S am su ng

so ld m ore s m artp hones th an A pple in 2 012. W it h it s G ala xy S 3 m odel r u nnin g o n

G oogle ’s A ndro id s yste m , s a le s p ro ve th at S am su ng h as a v ia ble c o m petit o r a gain st

A pple ’s iP hone 5 . In 2 013, S am su ng in tr o duce d th e n ew G ala xy S 4 m odel, fu rth er

in te nsif y in g th e h ead-o n c o m petit io n w it h A pple .

U nch ara cte ris tic a lly , A pple b otc h ed th e p ro duct la unch fo r th e iP hone 5 . T he e m bedded

A pple m ap a pp w as fa r in fe rio r to G oogle m ap s, w hic h w as u se d in e arlie r v e rs io ns o f

th e iP hone. S ubse quently , A pple ’s to p m an agem en t te am a ls o e xp erie nce d s u dden tu rn ove r, w it h s o m e o f it s e xe cu tiv e s b ein g fo rc e d o ut. In o ne in sta nce , C EO T im C ook

aske d S co tt F ors ta ll, v ic e p re sid e nt o f iP hone a nd iO S S oftw are a nd a S te ve J o bs

pro té gé, to le ave a fte r F ors ta ll r e fu se d to s ig n a n a polo gy le tte r to c u sto m ers fo r th e

sh ortc o m in gs o n th e iP hone 5 ’s m ap pin g s e rv ic e . T he h ead o f A pple ’s fa m ed r e ta il

o pera tio ns w as a ls o fo rc e d o ut a fte r o nly s ix m on th s o n th e jo b.

A fte r r e ach in g $ 658 b illio n in m ark e t v a lu atio n a nd b eco m in g th e w orld ’s m ost v a lu able

c o m pany, b y M arc h 2 013 A pple ’s s h a re p ric e h ad d ro pped m ore th an 4 5 p erc e nt,

w ip in g o ut c lo se to $ 290 b illio n in s h a re hold er v a lu e. C le arly , w hile it is d if f ic u lt to g ain a

c o m petit iv e a dva nta ge in th e fir s t p la ce , it is th at m uch m ore d if f ic u lt to s u sta in it . [1 0]

Q uestio ns: T hin kin g a bout th is c a se , a nsw er th e fo llo w in g q uestio ns.

1. E xp la in A pple ’s s u cce ss o ve r th e la st d eca d e. T hin k a bout w hic h in dustr ie s it h as

dis ru pte d a nd h ow . A ls o ta ke a lo ok a t A pple ’s m ain c o m pe tit o rs .

2. Is A pple ’s s u cce ss a ttr ib uta ble to in dustr y e ff e cts o r fir m e ff e cts , o r a c o m bin atio n

of b oth ? E xp la in .

3. A pply th e th re e-s te p p ro ce ss fo r d eve lo pin g a g ood s tr a te gy o utlin ed a bove

(d ia gnose th e c o m petit iv e c h alle n ge, d eriv e a g uid in g p olic y, a nd im ple m ent a s e t

of c o here nt a ctio ns) to A pple ’s s it u atio n to day. W hic h r e co m mendatio ns w ould y o u

have fo r A pple to o utp erfo rm it s c o m pe tit o rs in th e fu tu re ?

4. Wh y d o y o u th in k it is s o h ard n ot o nly to g ain b ut a ls o to s u sta in a c o m petit iv e

a dva nta ge?

E ssay # 4: C hoose a n in dustr y w it h a c le ar le ader, a nd th en e xa m in e th e d if f e re nce s

betw een th e le ader a nd o ne o r tw o o f th e o th er c o m pe tit o rs in th e in dustr y . H ow d o th e

str a te gie s d if f e r? Wh at h as th e le ader d one d if f e re ntly ? O r w hat d if f e re nt th in gs h ave

th e le ader d one?

E ssay # 5: T E AC H F O R A M ER IC A ( T FA ) is a n onpro fit o rg aniz a tio n th at r e cru it s

c o lle ge g ra duate s a nd p ro fe ssio n als to te ach fo r tw o y e a rs in e co nom ic a lly

d is a dva nta ged c o m munit ie s in th e U nit e d S ta te s. T he id ea b ehin d T e ach F or A m eric a

w as d eve lo ped in 1 989 b y th en 2 1-y e a r o ld W endy K opp a s h er s e nio r th esis a t

P rin ce to n. K opp w as c o nvin ce d y o u ng p eople to day a re s e a rc h in g fo r m eanin g in th eir

l iv e s b y m akin g a p osit iv e c o ntr ib utio n to s o cie ty . In th e fir s t fo ur m onth s a fte r c re atin g

T FA , K opp r e ce iv e d m ore th an 2 ,5 00 a pplic a n ts . H er “ m ark e tin g” to ol w as fly e rs u nder

dorm r o om s a t th is tim e. C orp ora te A m eric a d onate d $ 2.5 m illio n in s e ed g ra nts d urin g

T FA ’s fir s t y e ar. In 2 012, T FA ’s o pera tin g b udget w as $ 250 m illio n. T e ach F or A m eric a

d escrib es it s e lf a s “ th e g ro w in g m ove m en t o f le aders w ho w ork to e nsu re th at k id s

gro w in g u p in p ove rty g et a n e xce lle nt e duca tio n.” [1 1 ]

T he g eniu s o f K opp’s id ea w as t o tu rn o n it s h ead th e s o cia l p erc e ptio n o f te ach in g – to

m ake w hat a ppeare d to b e a n u na ttr a ctiv e , lo w -s ta tu s jo b in to a h ig h-p re stig e

pro fe ssio nal o pportu nit y . K opp e sta blis h e d a m is sio n fo r th e o rg aniz a tio n s h e h ad in

m in d: to e lim in ate e duca tio nal in equalit y b y e nlis tin g o ur n atio n’s m ost p ro m is in g fu tu re

le aders in th e e ff o rt. H er u nderly in g a ssu m ptio n w as th at s ig nif ic a nt n um bers o f y o ung

people h ave a d esir e to ta ke o n m ea nin gfu l r e sp o nsib ilit y in o rd er to h ave a p osit iv e im pact o n th e liv e s o f o th ers . T o b e c h o se n fo r T FA is a b adge o f h onor. In 2 012, T FA

re ce iv e d s o m e 4 8,0 00 a pplic a tio ns fo r o nly a bout 5 ,0 00 p osit io ns a cro ss th e c o untr y

(p ayin g th e s a m e a s a ll o th er fir s t- y e a r te ach e rs , r a ngin g fr o m $ 30,0 00 to $ 51,5 00 a

y e ar). T his tr a nsla te s to a m ere 1 0 p erc e n t a cce pta nce r a te . S in ce e ach T FA c o hort

te ach es fo r tw o y e ars , in th e 2 01 2 – 2 013 s ch ool y e a r, m ore th an 1 0,0 00 c o rp s

m em bers ta ught 7 50,0 00 s tu dents .

P ers u adin g h ig hly q ualif ie d te ach ers to ta ke u p jo bs in s o m e in ner c it ie s a nd r u ra l a re as

has b een a n e lu siv e g oal fo r m an y d eca d es. M akin g T FA h ig hly s e le ctiv e c h anged th e

so cia l p erc e ptio n o f te ach in g in u nderp riv ile ged a re as. S uddenly , it w as a n h onor ( a nd

gre at r é su m é b uild er) to b e c h ose n fo r T FA . M ore th an 6 0 p erc e nt o f T FA ’s m ore th an

20,0 00 a lu m ni a re s till w ork in g in th e fie ld o f e duca tio n to day. T FA is n ot w it h out c rit ic s,

h ow eve r. S om e tr a dit io nal te ach ers h ave c h a rg ed th at h ir in g c o lle ge s tu dents w ho a re

g iv e n o nly s e ve n w eeks o f te ach e r tr a in in g a nd w ho a re c o m mit te d to a c o m munit y fo r

only tw o y e ars ta ke s jo bs a w ay fr o m tr a dit io nally tr a in ed te ach e rs a nd th us is

d etr im enta l to a c o m munit y .

Q uestio ns

1. H ow d id a n u nderg ra duate s tu den t a cco m plis h w hat th e D epartm ent o f E duca tio n,

sta te a nd lo ca l s ch ool b oard s, a n d th e n atio nal P are nt T e a ch e r A sso cia tio n w ere

u nable to a ch ie ve d esp it e tr y in g fo r d eca d es a nd s p e ndin g b illio ns o f d olla rs in th e

pro ce ss?

2. R esp ond to th e c h arg e th at T FA te ach e rs ta ke jo bs a w ay fr o m te ach ers w it h

d egre es in e duca tio n. Is u sin g T FA te ach e rs a w ay fo r s ch ool c o rp ora tio ns to lo w er

co sts b y h ir in g y o unger te ach ers a t e ntr y le ve l s a la rie s?

3. A pply in g th e L eve l 5 le aders h ip p yra m id , in w hat w ays is W endy K opp a n e ff e ctiv e

le ader?

4. Wh at a re y o ur p ers o nal le aders h ip ta ke -a w ays fr o m W endy K opp a nd th e T FA

M in i C ase ?

[1 ] F ra nk T . R oth aerm el p re pare d th is M in iC ase fr o m p ublic s o u rc e s. It is d eve lo ped fo r

th e p urp ose o f c la ss d is cu ssio n . It is n ot in te nded to b e u se d fo r a ny k in d o f

endors e m ent, s o urc e o f d ata , o r d epic tio n o f e ff ic ie nt o r in eff ic ie nt m anagem ent. A ll

R oth aerm el, 2 014.

[2 ] “ F ace book C EO in n o r u sh to ‘f r ie nd’ W all S tr e et,” T he W all S tr e et J o urn al, M arc h 3 ,

2010.

[3 ] Q uote fr o m : “ Z ucke rb erg a dm it s to m is ste ps,” T he W all S tr e et J o urn al, S epte m ber

11 , 2 012.

[4 ] S yd ney in 2 000; A th ens in 2 00 4; B eijin g in 2 008; a nd L ondon in 2 012.

[5 ] N ow , P help s c h ase s g old o n la nd,” T he W all S tr e et J o u rn al, A ugust 1 8, 2 008.

[6 ] Ib id . [7 ] “ M ic h ael P help s’ a gent h as b een c ra ftin g th e s w im mer’s im age fo r y e ars ,”

A sso cia te d P re ss, S epte m ber 1 4 , 2 008.

[8 ] P ro file : M ic h ael P help s— A n o rm al g uy fr o m a noth er p la net,” T e le gra ph, A ugust 1 5,

2008.

[9 ] K nit te l, C . R ., a nd V . S ta ngo ( 2 008), “ C ele brit y e ndors e m en ts , fir m v a lu e a nd

re puta tio n r is k: E vid ence fr o m th e T ig er W oods s ca ndal, ” w ork in g p aper, U niv e rs it y o f

C alif o rn ia , D avis , h ttp ://fa cu lt y .g sm .u cd a vis .e du/~ vsta ngo/tig er0 07.p df .

u cd avis .e du/~ vsta ngo/tig er0 07.p df.

[ 1 0] “ A pple w in s b ig in p ate nt c a se ,” T he W all S tr e et J o u rn al, A ugust 2 4, 2 012; “ A pple

s h ake -u p s ig nals T im C ook e ra ,” T he W all S tr e et J o u rn al, O cto ber 3 0, 2 012; “ A pple ,

H TC s e ttle p ate nt d is p ute , s ig n lic e n sin g p act,” T he W all S tr e et J o urn al, N ove m ber 1 1 ,

2012; “ E ddy C ue: A pple ’s r is in g M r. F ix -It,” T he W all S tr e et J o u rn al, N ove m ber 2 8,

2012.

[1 1 ] h ttp ://w ww.te ach fo ra m eric a .o rg