Business Cases

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    Time to ROAM: Segmenting Markets by Lead-time to Support Mass Customization
    (2020) Cattani, Dana; Cattani, Kyle
    This case highlights the capacity dilemma facing any mass-customization manufacturer: How can it offer rapid fulfillment on made-to-order products at a competitive cost? Situated at the intersection of operations and marketing, the case describes ROAM, a startup luggage company that offers customized suitcases delivered within a few days. To manage costs, ROAM must utilize factory time and human resources efficiently. However, demand is unpredictable. On the factory floor, employees often either scramble to process a backlog or sit idle waiting for orders. To smooth production and increase efficiency, ROAM CEO Larry Lein wants to supplement the current base of time-sensitive customers wtih a new market segment: time-insensitive customers. These new customers would get a discount for waiting longer to receive their custom suitcases. In this scenario, the factory manager could prioritize time-insensitive orders first and fill in the production schedule with the discounted time-insensitive orders. In the case, Larry Lein asks his director of marketing to increase orders by identifying time-insensitive customers from an entirely new market segment.
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    Turnaround at TMC Jets: Decide, Do and Deliver
    (2020-02) Cattani, Dana; Dodyk, Phil
    This case considers a struggling private aviation charter company from the perspective of its new leader, Phil Dodyk. As president and then CEO, Dodyk faces challenges with the sales culture and incentive structure, flight operations, labor relations, maintenance inefficiencies, and ultimately a merger & acquisition.