From This Point On
Synopsis
Bernini Foods, one of several companies offering healthy, frozen-packaged meals in the once-laughable and nutritionally challenged frozen dinner industry, faced unprecedented competition from long-time industry leaders. Like its competitors, Bernini looks to increase its market share through a combination of price cuts and the introduction of new products. To meet these challenges, CEO Roberto Bernini created a new management position to monitor pricing and purchasing, and hired Lucian Wilkes for the new position. Following an intense period of in-house research and information gathering, Wilkes zeroed in on what he saw as the major problems. He made an across-the-board e-mail announcement on the new standardization procedures to be followed. The regional managers agreed with the changes implemented, but as months passed, the usual culture of business appeared to continue. The top management also showed very little interest in implementing the new changes. Wilkes wondered what his next move should be. He wondered if the company wants these new standards to be implemented or not.
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