Case Study

THE QUADRILEMMA OF BRANNIGAN FOODS

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process Clark is usin !o "e!er#ine $is %es! &In'es!#en! %e!s( )or alloca!in resources*

+$ic$ o) !$e )our #anaers, proposals s$oul" )a' or- A%sen! an. resource cons!rain!s +$ic$ o) !$e )our "epar!#en!al "irec!ions "o .ou !$ink is #os! 'ia%le- /$ic$ is !$e secon" %es! s!ra!e.- /$ic$ is !$e leas! 'ia%le- 0In consi"erin Macke.,s proposal !o ac1uire a co#pan.2 "o !$e 1uan!i!a!i'e anal.sis on !$e Re" Draon Foo"s onl.*3

I) Clark c$ooses a s!ra!eic "irec!ion !$a! )a'ors onl. one "epar!#en!2 +$a! nea!i'e e))ec!s coul" !$is $a'e on o!$er "epar!#en!s- Ho+ can Clark #i!ia!e !$e "a#ae-

/$a! e))ec!s is !$e c$ane in !$e s!ren!$s an" +eaknesses o) co#pe!i!ion $a'in on !$e Brannian,s "i'ision- Ho+ "oes !$is i#pac! !$e in'es!#en! "ecision-

Gi'en !$e in)or#a!ion in !$e case2 +$a! s!ra!eic course "o .ou !$ink !$e "i'ision s$oul" pursue-

THAN4 5OU